1.
OPERATIONS MANAGEMENT IN FMCG: SETTING
NEW STANDARDS FOR DEVELOPING AND
MAINTAINING A GREAT RETAIL NETWORK
Are you constantly struggling to make sense of your outdoor field operations? Are you
struggling to empower better work culture?
Even though the field teams remain one of the significant revenue generators for the company,
it has been mostly overlooked as recent as couple of years.
The field team reports their sales progress at the end of the day and your ground team takes it
for their word. It has also seen a huge surge in perceived value among recent years.
Employee management is a huge term which includes multifaceted factors, like employee
engagement, employee monitoring, performance management, employee retention etc.
Professor Collins’ study shows that compared to companies who do not practice employee
management strategies, those companies who do can experience-
 22% higher revenue growth
 23% higher profit growth
 Over 66% reduction in employee turnover
But, when it comes to FMCG industry, it becomes a bit complicated.

2.
FMCG is a completely customer-centric industry. A growth of a FMCG company solely depends
upon customer’s opinion. A higher customer opinion means more products sold, more shelves’
occupied and better margin on every unit.
Strikingly, 70% of buying experiences are based on how the customers feel they are being
treated. You can influence the customer expectation based on personalized product offerings,
shorter delivery cycle, stringent quality measures, customer engagement and brand loyalty.
In-order to maintain such high customer expectation, you need to have a great modus operandi
for employee and product management.
Do you ever use CRM software for FMCG industry, integrating it with your office system? If not,
then it’s the right time to make a decision.
Handle information throughout the Daily operations
If you ask any experienced distribution manager, they would say that better information
management and collaboration is the key to smoother operations.
By diverting your entire interactions through the CRM structure, you can accelerate each
process. You can also handle multiple independent activities.
The FMCG CRM software gives the opportunity to manage multiple work activities through a
single platform. The cloud-based portal lets you create work group, add new employee, set
employee hierarchy, assign works and receive the required work reports.
A single effective platform means you do not have to create different portals or integrate
multiple applications to communicate. You can get your work done by logging in this
application only. It saves your time and makes your work more organized.
This integrated system reinforces the workflow structure and fortifies the customer service as
well.
Set-up unique employee zones modus operandi
When we say fast-moving Consumer Goods, your sales turnover is dependent on the ability to
turn the products over to consumers at the earliest.
This makes it necessary to deliver the products as soon as possible and cut-down on
operational delays.
You can visualize the distribution process as a vicious cycle of order generation, finding shelf
space and increasing sales.

3.
This in-turn becomes a vicious process to increase your product sales.
In this situation, your employee’s ability to respond to customer’s call is also a critical factor. So,
usually the employees get appointed to different areas to ensure a faster delivery.
But to successfully execute the entire process of employee allocation and work distribution you
need a cloud-based portal for information management.
The CRM application helps you set the suitable protocol to set-up employee zones on the basis
of area or geographical position. This allows you to distribute your designated work within your
team.

4.
With its favorable features you can track and get all the information, related to order delivery.
You can fortify your employee monitoring and keep-up the recognition for their hard work and
dedication.
This ultimately increases your employee engagement and reduces the employee turnover rates
too.
Create a faster way to make Decisions
When you are working with a large team, it’s hard to ensure that everyone’s need is always
kept in the loop. The lack of information creates misunderstanding and eventually shadows
your team spirit.
The CRM employee dashboard creates a better way to manage work responsibilities.
The employee management software lets you set-up an automated reporting hierarchy. Any
updated information will be accessible to all the related employee team that ensures that the
solution is free from manual errors.
You can set separate reporting structure for each team, according to the hierarchy.
Employee can report, upload order status, raise tickets for employee enquiry and share it with
others. In this method everyone can know what is happening and where it is happening.

5.
Even you can set call and meeting reminders with different vendors, so that your employees
can never miss out the important follow-up calls or meeting. Besides, you can get MOM for
each meeting through your CRM system.
Meet and Organize Performance Targets
Performance management is one of the present issues of FMCG retail management. If you can’t
measure your teams’ performance, you can’t find efficient ways to improve your performances.
The CRM application lets you follow employee performances within the CRM dashboard.
Setting targets for each employee within the system, you can measure the neat result by
analyzing the reports based on the CRM application.
It gives you the opportunity to track the employees’ work progress within a unified dashboard
view. You can set the time period of the report according to your requirement.
Conclusion
It is crucial that employees are comfortable with each other for better understanding, lesser
conflicts and improved productivity. A proper employee management program can ensure that
and provide the desirable elements for work progression and professional development. It also
helps to improve the office environment and work culture that happens to be an essential part
of business development.
CRM software for FMCG industry is an appropriate employee management tool, which shows
its results in improved employee retention and increased ROI.
Are you not using any CRM for your company? Want to experience the benefits? Contact
Kapture team and ask for a CRM demo or try free CRM trial here. For more information call +91
7899887755 or send your email at sales@kapturecrm.com.