Winning a customer is hard work. Keeping them? Even harder.
In a competitive industry like packaging distribution, where margins are tight and loyalty is fragile, one company realised they were flying blind. Their sales team was out on the road, meeting clients, building relationships – but they couldn’t see the warning signs in the data.
Until they gave AI a job: protect our customer base.
The Challenge: Hidden Risks in Plain Sight
This company had:
- Hundreds of thousands of orders per year
- Multiple warehouses and product lines
- Field-based sales reps managing long-term relationships
But with so much data, it was nearly impossible to spot:
- A customer quietly reducing their order volume
- A shift in buying behaviour that hinted at competitor influence
- A product line trending down in a key region
The risk? Losing customers without even knowing why.
The Solution: AI as a Sales Protection Agent
Using a middleware data warehouse and CRM integration, the company built an AI assistant that:
- Monitors sales trends across products, customers, and regions
- Flags anomalies, like sudden drops in order volume
- Suggests actions, such as checking in with a customer or offering alternatives
- Supports sales reps with insights before meetings
- Helps management understand account health and product performance
The AI wasn’t just analysing data – it was trained to act like a sales assistant, with one mission: protect revenue.
Impact Summary: Retention, Foresight, Growth
- AI monitors customer behaviour and flags risks early
- Sales reps get insights before meetings, improving conversations
- Management sees account health and product trends clearly
- Retention improves, with proactive engagement
- New opportunities identified, based on customer activity
- Scalable and secure, with role-based access
Impact Breakdown
AI Monitors Customer Behaviour
The AI scans ERP and CRM data to detect changes in buying patterns – like a customer who used to order 5,000 units per quarter now only ordering 2,000. It flags this as a potential churn risk.
Sales Reps Get Insights Before Meetings
Before heading out to meet a client, reps can ask the AI: “How are we doing with ABC Ltd?” The AI responds with trends, risks, and opportunities – helping reps prepare smarter and speak with confidence.
Management Sees Account Health and Product Trends
The AI provides summaries that go beyond dashboards. It explains why a product is trending up or down, which customers are driving the change, and whether growth is sustainable or skewed.
Retention Improves
By spotting risks early, the company can act before it’s too late – checking in with customers, resolving issues, or offering better solutions. It’s proactive retention, powered by data.
New Opportunities Identified
The AI doesn’t just flag problems – it also spots growth. If a customer is expanding into a new region or buying more of a certain product, the AI suggests ways to enhance the relationship.
Scalable and Secure
Salespeople only see data relevant to their accounts. The system scales effortlessly, supporting more reps, more customers, and more insights without compromising security.
AI is not just about knowing more, it’s about knowing faster. So, if you need a partner to cut through the AI noise and guide you through what AI can do for you, get in touch.
