Global Spirits Company Strategically Redefines Customer Experience

The organization partnered with Wilson Learning to create a framework that enabled salespeople to achieve career goals while driving business results. A strategic alignment session with its distributor set future goals, secured executive buy-in, and identified operational impacts, with input from both groups integrated throughout the process. An Assessment of Current to Future State provided actionable recommendations to leverage strengths and address obstacles. Research defined and optimized the customer experience, focusing on engagement with customers, distributors, and the commercial organization.

To guide career development and enable consistent manager feedback, five competency models with behavioral anchors were developed, aligned with the company’s future vision. A 360 multi-rater process allowed salespeople and managers to receive feedback, prioritize development areas, and identify training opportunities. Executive and manager coaching workshops prepared leaders to use the skill models and assessments effectively, starting with VPs and cascading to all management levels. A structured Implementation Plan and Learning Strategy empowered markets to tailor and cohesively execute key training elements. The initiative launched at the National Sales Meeting, signaling leadership trust and solidifying the vision. Learning Academies upskilled salespeople in targeted areas, while consulting on change management and impact analysis guided key business decisions.