Client Experiences

Jeff’s experience…

Jeff Denys has an interesting role within a leading organization serving the agricultural community in Canada. His role involves integrating high-level sales and marketing components so that the customer experience is consistent across all touchpoints. He is responsible for building platforms and tools that support sales and customer communities.

The Challenge
Jeff wanted to validate and better enable his sales team by refining their new sales process and an iPad enabled sales tool created to support that process.

Our Approach
We designed a strategy for gathering the customer insights necessary to improve Jeff’s sales process and the accompanying sales tool. Strategic Fuel gathered key qualitative insights by observing the sales team as they worked through the sales process and used the supporting iPad information tool with customers.

In addition to observing the sales call process, post sales call debriefs were conducted with both the sales reps and their customers to better understand their experience and to identify ways to improve the process and tool.



The Result
Strategic Fuel submitted the key insights to Jeff and his team. Refinements have been made to the tool and process.

In Jeff’s Own Words
“Brent’s role was on the ground, interacting and pulling valuable insights out of customers, then feeding that information, that insight, back to us. We were quite happy with the work that he had done, getting out in the field and connecting with our sales team and key customers. The outcomes we received from Brent were clear, actionable, third-party insights.

“From the research, we were able to identify prioritized changes to optimize our sales process and supporting sales tool.”