Pedlex is certified as a customer-centric organization

November 30, 2021 | Elke Steinwender
3 min

Pedlex is certified as a customer-centric organization

In January 2020, Pedlex’s executive team reflected on how to take their business to the next level – double it – and differentiate themselves from the competition. One of the ideas that Pedlex was entertaining to achieve this goal was to integrate a new ERP/CRM system.

Of course, we all know what happened in March 2020; a pandemic hit the world. Like many other businesses, the Pedlex team had to change how they did business and how they interacted with customers while providing their teams with the support they needed to get the job done.

In addition to the technological changes required to adapt to this new reality, it became apparent that the customer and employee experiences were essential to propel Pedlex forward. As such, Pedlex began two very ambitious projects in June of 2020: replacing their current ERP/CRM systems with NetSuite with the help of BigBang and having Maïeutyk certify them as a customer-centric organization.

So, what does it mean to be a customer-centric organization?

According to Elke Steinwender, Chief Facilitator and Founder of Maïeutyk:

“A customer-centred organization puts their clients, their teams and their communities at the heart of their business model. Everyone can sell great products, but the organizations that can create a sustainable and positive experience around their products are rare. Those who can create a competitive advantage that is hard to beat.”

The certification process is a rigorous one, as Pedlex found out over the last year! It touches every department of the organization, from marketing to sales, to logistics and administration.

The co-creation at the root of the process

Throughout the co-creation process, teams had to answer three categories of questions:

Customer focused questions:

  • Who is your client?
  • What is their buying journey?
  • Why do they buy from you?
  • Why, and what, do they buy from your competition?
  • What needs are you currently meeting?
  • What needs are you not meeting? Etc.

Employee and team-focused questions:

  • Do you have the tools, policies, and procedures to deliver a great customer experience?
  • Do you need training to give a better experience?
  • Do you work as a team or in silos?
  • Are you putting out fires or building relationships?
  • What can you do to make it easier for our internal and external clients?

Brand focussed questions:

  • What makes you unique or different?
  • Who is your competition?
  • Why and how are they different from you?
  • What does your industry look like today?
  • What will it look like in years to come? Etc.

To answer these questions and many more Maïeutyk uses tools from their voice of the customer (VOC), customer experience (CX), employee experience (EX) and brand experience toolboxes.

Modelled around the proven practices of Lean Six Sigma and the six pillars of the customer experience, which include data, design, strategy, execution, indicators, and culture. 

So, where is Pedlex today? According to Francis Poirier, its President:

“Somewhere between innovate and reinvent. Over the last year, we have made much progress from integrating a new ERP and CRM to reorganizing our departments. We’ve added new roles in each department and are in the process of reorganizing how our sales and logistics team work together. We have also added a dedicated customer experience department. We are working as a true team across all departments, and silos are slowly crumbling down. The certification is paving the way for the next 45 years and our very ambitious goal of doubling sales.”

Maïeutyk would like to highlight the effort and collaboration of the entire Pedlex team in the execution of this achievement!

Congratulations to all!

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