Truvo: Optimization of allocating clients to campaign specific sales representatives

Result:
Since Truvo uses SAS analytical software, 4C consulting suggested to use the OR module of SAS to model the problem and process the data accordingly. To operate the software without the need of SAS knowledge or desktop licenses we worked with an excel user interface that triggers SAS stored Process on a central Server. Through excel a connection was made with Map Point software using visual basic scripting.

One of the critical success factors in building this type of solution is finding a balance between the results of a pure theoretical solution and a solution that will be accepted by all parties involved. The model had to be build such that it can deal with several types of solution criteria. To achieve those objectives, 4C Consulting followed a two phased approach. In the first phase a basic model was build based on business knowledge input and primary data. The results of this basic model were compared with the solutions found by human expertise. In the second phase the model was extended such that human experts could control the way the model operates resulting in a system that mimics the existing allocation expertise.

Context:
Truvo has more than 300 sales team members.  One of the core tasks of the Sales Management division is allocating Truvo’s clients to campaign specific sales representatives. This allocation is time intensive and the results are not very optimal.

Objectives:
The allocation of clients to campaign specific sales representatives requires the input of Sales Managers and the expert knowledge of Sales Management employees. The allocation process is particularly challenging since a number of criteria are taken into account.

Truvo asked 4C Consulting in building an optimized client allocation solution that takes into account:

• the traveling distance of a sales representative to the allocated client portfolio
• the experience of the representatives
• the expectations related to sales commission

Depending on the campaign, other criteria such as customer relationship continuity and, diversity of the type of clients, etc are taken into account.

Truvo recognized that the allocation process is a typical Optimization Problem, better known as Operation Research (OR) in the world of mathematics. Truvo wanted experts in this domain to map the theory of OR to this practical business problem at hand such that the time to solve this allocation puzzle would be drastically reduced. Further, insightful visualization with a Geo mapping tool was required.

About Truvo:
Truvo is a leading local search and advertising business operating in six national markets through print, online, mobile and phone channels. They publish classified (yellow) and alphabetic A-Z (white page) print and online directories as well as mobile and phone-based equivalents, making Truvo a key source of local intelligence about products and services. They connect the consumer to an extensive choice of relevant service providers nearby, assisting them in finding answers and making informed purchase decisions.

Truvo has local offices in Belgium, Ireland, Portugal and Romania. 4C consulting worked for the Belgium Sales Management Division.

The 4C Consulting domains of expertise and type of services we used to solve their problem:
A Business Intelligence/Customer Intelligence Consultant with expert knowledge in the field of OR modeling and business process analysis was allocated to this project. The consultant not only drafted the architecture of model, but also implemented the core code, the excel user interface and the connection to Map Point for visualization. Furthermore, our knowledge was conveyed to Truvo employees to enable them to further develop the model based on progressive insight and needs.