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FIELD CAPABILITY SCOREAPRIL 2008
UNBEATABLE INGENERAL
TRADE
Field Capability Score
ECO
BPLPPC
FCS
• Effective Coverage: min 90% 100• Bill Productivity: min 60% 100• LPPC: min 15 100
– Total 300
– %RSM getting 300 (achieving FCS) will be the score
FCS has 3 elements
• Bill Productivity (%) – no of bills / no. of calls made •Salesman visits 10 stores today•Only 6 stores ordered from him•BP = 60%
• LPPC - Lines sold per productive call•3 of the stores ordered 20 SKUs each•The other 3 stores ordered 10 SKUs each•LPPC = 15
• ECO (%) - % of outlets billed at least once in a month•Salesman visits 200 stores this month•Only 180 ever purchased•ECO = 90%
Fundamentals of FCS
• Number of bills / no of calls made
1 2 3 4
1 2
3 4
5
Total stores billedTotal active stores
2/5
OutletWeek
2/5 1/5 1/5
What is the Raw Score?
What is the Bill Productivity?
6 / 20
30%
Bill Productivity
• Number of lines sold / Productive call1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 No of
lines sold
1 8
2 11
3 9
4 0
5 5
Total
UNPRODUCTIVE CALL
SKU
Outlets
What is the Raw Score?
What is the Lines Per Productive Call?
• 33 SKUs or Lines• 4 Productive Calls
8.25
Lines Per Productive Call
• Number of stores billed at least once a month
1 2 3 4
1 2
3 4
5
Was Outlet billed once this month?Outlet
Week
What is the Raw Score?
What is the Effective Coverage?
3 / 5
60%
Effective Coverage
Y
Y
Y
FCS Score is the Composite score of the 3 different elements
• Bill Productivity (%) – no of bills / no of calls made • LPPC - Lines sold per productive call • ECO (%) - % of outlets billed at least once in a month
KPI Target ActualFCS
ScoreMax
Score
BP 65% 30% 0 100
LPPC 8 8 100 100
ECO 60% 60% 100 100
Total Score 200 300
•FCS is the % of salesmen who have scored 300 •It is NOT the average score of all the salesmen.
The FCS SCORE
Salesman12345
Total
Target100100100100100500
Actual (last billed)806090160210600
% target achievement
What are your reactions?
Other perspective: 3 out of 5 salesmen have not met the target!
X 100 = 120%600/500
Compliance Score vs. Average Score
Key Learning
1. All 3 are important. It is a powerful tool to drive availability in Store
2. Compliance Scores are better than Average Scores• Over-performance compensates under-performance• The average looks good but there is room for improvement
3. Set Target by Salesman type and by Outlet type
Fundamentals of FCS
Field Capability Score Compliance
Distributor 1 Distributor 2 ECO BP LPPC FCS ECO BP LPPC FCS
Mark 93 77 16 300 George 91 76 16 300
Rana 89 75 14 0 Raffy 90 77 15 300
Jimmy 83 75 16 0 Greg 91 62 14 0
Thanh 90 68 12 0 Mike 85 75 13 0
Vinh 95 80 17 300 Jeff 93 85 17 300
90 75 15 90 75 15
•Which is a better distributor? Why?•What is the FCS compliance score of each distributor?
Targets: ECO BP LPPC90 75 15
Trick Question
1 2 3 4
1
2
3
4
Question: Which is better?
• 100% of the outlets billing 75% of the time
• 75% of the outlets billing 100% of the time
1 2 3 4
1
2
3
4
week
outle
ts
BP = 75%
ECO = 100%
BP = 75%
ECO = 75%
week
outle
ts
• END
LPPC Targetting - Benchmarking
• Secure Baseline i.e. 10
• Identify top performers to set new target i.e. 12
• % Improvement on LPPC 20%
• Quantify growth benefit of 2 SKUs – identify SKUs to drive
• Set Bundle Eco for a period–% of stores buying a specific SKU / total stores billed
LPPC Targetting Straightline (in one month)
1. Determine # of active SKU / MHSKU
2. Use 80-20 rule
3. Divide by frequency of visit per month
4. Divide by number of split teams
5. LPPC Target
• 400
• 20% from 80 SKUs
• 80 SKUs divided by 4
• HC PC (divide between the 2)
• HC 8 PC 12
By Preferred Bundle ECO (in 1 quarter)
1. Determine # of active SKU / MHSKU
2. Determine inflection point (80-20)
3. Determine selling frequency by cluster
4. Divide SKU # by selling frequency
5. Divide by number of weeks
6. LPPC Target
• 400
• 45% of SKUs deliver from 80% of volume
• 45% or 180 SKUs every 12 weeks• Next 20% or middle 80 SKUs every 8 weeks• Next 35% or bottom 140 SKUs every 4 weeks
• 180 / 12 = 15• 80 / 8 = 10• 140 / 4 = 35• TOTAL = 60
• 15 must sell every week +• 45 remaining / 12 = 4
• 19 LPPC
