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17 November, 2021

Pedlex receives its certification as a customer-centred organization

Pedlex receives its certification as a customer-centred organization


In January 2020, our executive team reflected on how to take our 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, our company 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 Pedlex as a customer-centred organization. 

So, what does it mean to be a customer-centred 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 company, from marketing to sales, to logistics and administration. 

There are five stages to the certification process: 
1.     Understand
2.     Consolidate
3.     Optimize
4.     Innovate - Certification level 1  
5.     Reinvent - Certification level 2 


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

  • Customer focussed questions: Who is our client? What is their buying journey? Why do they buy from you? Why, and what, do they buy from your competition? What needs are we currently meeting? What needs are we not meeting? Etc.
  • Employee/Team-focused questions: Do we have the tools, policies, and procedures to deliver a great customer experience? Do we need training to give a better experience? Do we work as a team or in silos? Are we putting out fires or building relationships? What can we 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 us? 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 our President, Francis Poirier:
"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."

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