What is SFA?
SFA is a tool that provides mobility to sales people giving them access to their prospects and Customers in terms of managing leads, opportunities, sales orders, commissions, forecasting and funnel analysis.
The tool has to be a mobile device (Laptop or cellphone) as the sales person is always on-the-go.
User interface plays an important role in SFA tools as the information the sales person is looking for should be populated very precisely rather than providing a complex picture. The UI and the flexibility of operation will change based on what device you use. e.g., Blackberry Vs Laptop.
Second but the most important asset in SFA is data synchronization. The sales person is concerned about master data (Customer data)/transactional data (orders, opportunities etc)that is only needed to him/her. He/she needs ability to update (status, address etc)that data. It doesn't makes sense to have the sales person access to unwanted data which might be important for other departments(logistics, HR etc). Data synchronization in SFA effectively achieves this.
SFA provides only the thin layer of 'needed data' by the sales person on his/her mobile device and with the network infrastructure bandwidth established the data updated on mobile device (by the sales person) gets synchronized with the enterprise server. The exchange or update occurs via the log files which contain the information.
The steps needed to follow for synchronization vary depends upon the the software vendor but the principle remains the same.
The SFA advantages to list a few would be –
(1) Increased mobility
(2) Up-to-date Customer knowledge
(3) Enhanced Customer Retention
(4) 360 degree view of the Customer
(5) Improved decision making
In developing markets, the Customers are looking at this solution very positively. Though the only roadblock is the cost of implementation. Brand names like SAP, Siebel which many times can not be implemented out-of-box cost too high considering the high billing rates of the consultants and the high license cost .
If the Customer in developing market has to be won then the real need is to develop an SFA solution at much reduced costs in an innovative way.
Any thoughts??
