Industry context and challenges
Within Customer Services in the luxury industry, Sales Advisors play a key role in creating a privileged relationship with customers and maximizing sales. In order to motivate and reward the performance of these professionals, it is essential to implement a fair and transparent sales attribution model. Our client, head of customer service of a world leader in luxury goods, asked us to develop an attribution model for influenced sales (indirect sales following an interaction with customer service), capable of evaluating the impact of Sales Advisors on sales and sharing best practices.
Accompanying the client in determining the sales attribution model
We started by coupling sales data and interactions between Sales Advisors and customers, to first characterize the interactions leading to transactions. Then, we studied different methods of attribution of influenced sales adapted to the specific context of the luxury industry (multi-touch model, Markov, Sharpley adapted). We worked closely with the client to weigh the pros and cons of each attribution model in order to identify the most appropriate model for both rapid deployment and effective communication to the teams.
Thanks to our support, our client was able to implement a robust sales attribution model adapted to their industry, allowing them to accurately evaluate the performance of their Sales Advisors and reward them accordingly. This model also allowed us to identify best practices and areas of improvement for the Sales Advisors.