DuluxGroup Adopts AI-powered Sales Assistant

DuluxGroup takes on Complexica's AI offering to automate manual processes for sales staff and boost customer experience.

DuluxGroup has become the latest brand to sign on with artificial intelligence sales optimisation vendor, Complexica, in a bid to automate processes for sales staff and provide a more personalised customer experience.

The deployment of Complexica's Customer Opportunity Profiler (COP) system for the brand's trade paints, texture coatings, and protective coatings businesses, is about reducing non-selling time of sales staff, personalise customer interactions and conversations, and automate the manual research undertaken by sales staff.

“After an evaluation process and successful proof-of-concept in 2016, we have chosen to partner with Complexica to upgrade the technological capability of our in-field sales force,” DuluxGroup's group sales capability manager, Stephen Mooney, said. “The next-generation Customer Opportunity Profiler provided by Complexica will serve as a key tool for sales staff to optimise their daily activities, personalise conversations and interactions with customers, and analyse data to generate actionable insights.”

According to DuluxGroup, customer research and analysis across the brand's offerings was a well-recognised problem meant most sales teams lacked the time and analytical skills to execute, often leading to the under- or over-servicing of accounts, lost opportunities, and poor allocation of resources and time.

DuluxGroup deployed Complexica's software applications, powered by Larry, the Digital Analyst, to solve these common problems. The system analyses customer activity in a holistic and continuous manner, and providing sales staff with automated recommendations on which customers and prospects to visit, along with personalised messages and visit checklists for each meeting.

“Complexica greatly values the working relationship it has developed with DuluxGroup during the past few years, and we are looking forward to deploying our software applications into their business,” Complexica's CEO, Matthew Michalewicz, said. “Larry, the Digital Analyst will provide DuluxGroup with enhanced precision in the areas of customer segmentation, personalisation, and automated analytics, with a focus on improving sales effectiveness and engagement with customers.”

DuluxGroup is an ASX-listed company that generates annual revenues in excess of $1.7 billion and employs approximately 4000 people across Australia, New Zealand, Papua New Guinea, South East Asia, China and the United Kingdom. The Dulux brand itself is owned by DuluxGroup in A/NZ and PNG, but by other entitles outside of those countries.