For several years, the Sales Administration (ADV) team at Sud Ouest Aliment had wanted to better understand the day-to-day work of the Sales Technicians (TC) and, in turn, make their own roles better known. This goal has now been achieved thanks to the “Walk in My Shoes” initiative, conceived by Laurence Ferret, Head of Sales Administration, and her teams.
A simple and enriching concept
The idea was straightforward: between the February holidays and summer 2025, one ADV and one TC would spend a full day together, alternating between office work and field activities.
The first part of the day took place in the offices, where the TC discovered how the ADV team entered orders, issued invoices, opened new customer accounts, and recorded customer complaints.
The second part of the day was spent in the field, where the ADV accompanied the TC on customer visits, discovering the realities of the role on the ground.
Understanding each other’s constraints
This immersion enabled the ADV team to better grasp the challenges faced by the TC, while also giving them the opportunity to showcase their own daily constraints: order management, the responsiveness required to satisfy customers, and the demands of working on the front line.
“It helped explain why certain situations generate stress and showed everything we do every day to support our Sales Technicians,” explains Laurence Ferret.
For the TC, the experience was just as enriching. They gained a concrete understanding of the ADV team’s tasks and responsibilities, which strengthened team cohesion and made communication easier. Many TCs even took the initiative to request participation themselves.
Real added value for customer relationships
Beyond internal relations, this initiative also made it possible to meet certain customers in person—something that is rare, as most interactions usually take place by phone. For many ADV team members, it was also their first visit to a farm, providing a clearer understanding of farmers’ constraints and the reasons behind certain last-minute orders. In return, this helped raise farmers’ awareness of the specific nature of the ADV role and fostered genuine mutual learning.
Towards an even more collaborative future
All participants reported very positive feedback. This initiative has already transformed relationships between teams and strengthened cohesion. A review is currently underway to assess the experience, identify areas for improvement, and consider new communication solutions between teams.
With “Walk in My Shoes,” Sud Ouest Aliment has shown that curiosity, dialogue, and mutual understanding are powerful levers for boosting efficiency and customer satisfaction, while building a strong and sustainable team spirit.
