Coomeva Cooperativa was founded in 1964 in Cali, Colombia, by a group of 27 physicians. The cooperative, which in its first year had 400 members, today brings together some 275 thousand members and their families; the Coomeva Cooperative is the raison d'être and provides unity to the Coomeva Business Group, which is present in 1,050 municipalities in Colombia. 

Initially, the Cooperative provided savings and credit services to physicians in Valle del Cauca. Today, Coomeva associates professionals and technicians of all disciplines, and their families, who benefit from the 16 companies that the Cooperative has established in the financial, health, insurance and recreational sectors.

Coomeva offers more than 140 products and services with the objective of improving the quality of life of its members throughout their life cycle, and promotes the entrepreneurial nature of its members through financing, training and business creation. 

It has won several awards that highlight the quality of its organizational management. In 2016, it won the Gold Award of the Ibero-American Quality Award, in the Private Company category, and in 2011, the Colombian Award for Management Quality granted by the Presidency of the Republic.

Coomeva has a team of commercial executives who are in charge of selling and communicating the different benefits available to its associates, whether financial, health, insurance, business development or tourism services, as well as generating new associates. 

The most pressing challenge: improving the sales force platform

Coomeva was faced with the need to improve the management platform of the sales team, as it saw the opportunity to generate a better follow-up of its sales force and its commercial activities in the field. These activities were developed in the fulfillment of the commercial cycle of linking and retaining associates, from telephone contact to appointments and visits. 

Prior to the implementation of GDW Sales, Coomeva had a platform that did not allow them to track the activities of their executives in real time, which generated inefficiencies in the management of their agenda and manual processes that they saw as obsolete in the face of the possibility of a more centralized management. 

In turn, they were interested in the possibility of obtaining valuable statistics about the performance of their sales force for a better evaluation of their performance in the field; a digital management platform such as GDW Sales generates these statistics that improve management decision making.

The solution: a consolidated view of Coomeva's field commercial operation

GDW Sales provided a consolidated, real-time view of the Coomeva sales team' s field operations, as well as systematized online information and generated the necessary statistics for better control and knowledge of the performance and opportunities achieved by the sales team. 

This allowed them to better evaluate customer satisfaction in commercial operations in the field, to know and optimize the capacity of human resources to attract new associates and to deepen the linkage of these associates with Coomeva's commercial offer. 

Thanks to this digital vision of the sales process, customer contact and scheduling was better documented and audited, with improved efficiency. This optimized the capacity to manage the processes of the commercial cycle, both the contact, registration and field travel processes, which allowed us to guarantee compliance in the activities of the executives.

The benefits achieved at Coomeva

The GDW Sales management tool allowed optimizing time management in the sales process and generating greater efficiency in customer follow-up. Thanks to the digitalization and through the implementation of digital registration processes, less information omission is generated. 

Time savings were achieved in the process of engaging with the affiliate through better planning of the executives' visit agenda. The efficiency achieved also resulted in a reduction in travel time: the time spent on travel by the sales force was reduced by up to 20%. 

Having a centralized tool allowed Coomeva to increase the number of field visits. Thanks to the digital registry, a consolidated follow-up of field sales operations was achieved, thus guaranteeing compliance with the commercial cycle. 

In turn, the information provided by the tool led to a better understanding and deepening of the zones of influence generated by their commercial field team. GDW Sales allowed them to obtain statistical indicators that improved their analysis capacity thanks to the systematic survey of the information generated in the field. This allows a better understanding of the performance of the field sales force, and ultimately generates a clear vision of the commercial opportunities to be seized and improves the ability to make decisions.

In the overall commercial process in the field, we achieved an increase in productivity and a higher return on investment in the sales team's activities, thanks to the consolidation of resource management processes that are the basis for continuous improvement. 

In summary:

• A tool that centralizes the recording of field operations and allows you to monitor compliance with the sales and customer retention process.
• Improved ability to manage the field visit schedule, achieving greater efficiency in travel, and achieving a higher number of visits.
• Thanks to the digitization of processes, obtaining valuable statistics for a better evaluation and analysis of field business processes. 
• Increased productivity, resulting from the optimization of operational processes and resources.