Analyzing Sales Challenges with Root Cause Analysis to Enhance Business Process

Aims: The purpose of this study is to analyze sales problems of a company using root cause analysis to support business process improvement.

Study Design: This study is qualitative approach and uses Root Cause Analysis to analyse the data.

Place and Duration of Study: To maintain company confidentiality, this research uses the name of XYZ instead of the actual name. The object of this research is XYZ Company that company engaged in the wholesale trade of car parts and accessories, retail trade of vehicle parts and accessories, between August 2023 and December 2023.

Methodology: This study used mixed method approach (qualitative and quantitative).The informants in this study were divided into internal and external sources. Informants from internal sources come from Directors, Commissioners, Area Sales Managers, Finance Administration and Tax Managers, HRGA Managers, and Branch Managers. The external informants of this study are external informants are Senior Trainer Performance Excellence, Founder & Trainer Expert Club Indonesia. The data also collected from results of the meeting minutes at the time of the Sales Gathering, and minutes of branch sales performance evaluation meetings.

Results: The results of this study indicates the most dominant cause of the problems are customer database not update, Apps Upgrade and Notifications, Address and location do not match, and Force Majeure conditions (flooding business premises). The solutions are standardization, automation and/or mechanization, and improve sales person capability.

Conclusion: Increasing sales is the main thing that top management wants to achieve for all teams under it, to support business process improvement; has been proven by changes in results or ongoing improvement processes using root cause analysis in an effort to resolve problems that occur and continuous improvement or improvement.