From fragmented processes at Feenstra installation, to one integrated Lead-to-Order chain.

Process optimization in ICT

Challenge

Result

Introduction

Feenstra, a national player in installation, maintenance and service, was dealing with a complex and highly fragmented customer process. From lead follow-up to quotation, order processing and inspection visits, each step went through different systems, departments and manual actions.

Examples of the biggest bottlenecks:

No end-to-end visibility: data splintered across web forms, email, Zendesk, SMS, AX and internal systems.
Manual transfers with no backstop: any error or delay became immediately apparent to the customer, sometimes not even until the customer heard nothing more.
Appointment scheduling was inaccurate: changes to SMS were not propagated in Zendesk, giving customers the wrong reminders.
Different teams worked in different tools: mechanics, consultants and telesales each had their own applications and processes.
High pressure at FSC and branches: lots of repair work, follow-up calls and research.

These issues caused:

customer frustrations,
inefficiencies among employees,
longer lead times,
higher costs in the primary process.

In short: Feenstra’s process around installation, inspection and maintenance was neither scalable nor customer-friendly.

"We looked strongly at the ongoing processes within the organization because that's where we saw that projects were not running smoothly. With that in mind, the entire process was rewritten and provided with measuring points. Based on those measuring points, we were able to greatly improve the customer experience through process optimization."

Serge Poppes, CEO Pegamento

The transformation

Pegamento has developed a completely new Lead-to-Order (L2O) and Service Appointment chain that enables Feenstra to:

automatically enrich leads
engage customers directly via mobile, WhatsApp, SMS or portal
Have photos and information collected automatically
build quotes automatically
Getting customers to agree digitally
Fully automated scheduling of appointments
eliminate errors by decoupling customer process and back office process, with automatic backtracking

Core transformation

One central business logic + one application for consultants, mechanics and telesales.

Feenstra is now working with an architecture in which all functionality is instantly available from a single foundation for any device: mobile, tablet, iPad or desktop. This finally creates:

one process flow
one product database
one reporting structure
one application management environment

And so: one truth for the whole organization.

How it works

1. Smart lead intake (automatically enriched).

Leads come in via phone, web service, WhatsApp, web forms or FSC.
Pegamento’s List Manager automatically enriches address and housing data.
Customers can upload photos directly via mobile, WhatsApp or portal.

2. Telesales: direct configuration of boiler or installation

Using enriched information, telesales can quickly:

determining the correct boiler configuration
inventory additional work through a structured “roof-to-radiator” process
Inform the customer of progress

3. Quote portal & digital approval

Customers receive instant access to a personal portal.
They complete data, review the quote and give digital approval (no more signatures).
The order is automatically registered (cradle-to-grave registration).

4. Automatic service & inspection scheduling (via Mendix).

For customers entering into a service contract:

the customer automatically receives a login (username + zip code)
in a customer portal, the customer himself chooses a date/time from pre-booked time blocks
SMS and email instantly confirm the appointment

reminders are sent automatically
changes can be made by the customer
all updates are written directly back into Feenstra’s SMS system via the IRB interface

5. Planner tool for branches

Planning teams get:

insight into their entire schedule
configurable time blocks by region and product (e.g., inspection or MV)
automatic route optimization (jobs start at the nearest mechanic)

The results

Far fewer errors and manual repair work

The customer process runs autonomously, independent of the back office. Errors are caught in the back-end scenarios.

Customers experience a tight, fully self-service process

Scheduled an appointment within an hour, with real-time confirmation. No noise, no follow-up calls.

One application for all roles

Consultants, mechanics and telesales work in the same flow, which greatly improves collaboration.

Faster lead-to-order lead times

From lead to order is now completely digital, including photos, configuration and agreement.

Better overview, better reporting

One data structure finally makes steering by KPIs easy.

Ready for expansion, scale and future functions

Because the presentation layer is separate from the business logic, new customer portals, apps or Mendix variants can be easily added.

Why change?

Feenstra’s situation is recognizable to many companies in the installation industry:

fragmented systems due to years of growth
dependence on manual labor
complex planning
high operating pressure

complaints due to inconsistent customer management
ever-increasing customer expectations (instant, mobile, self-service)

Further growth was impossible for Feenstra without digitizing its base.

The process had to:

be scalable
run flawlessly
Becoming customer-centric and transparent
becoming efficient for employees
can be data-driven

In short, the old process inhibited both the operation and the customer experience.

Why now?

The timing was urgent by:

Exponential growth in service and installation requests
With energy transition, heat pumps and hybrid boilers, the pressure on installation companies is rapidly increasing.
Stricter customer expectations
Customers want to send instant photos, schedule appointments themselves and get real-time updates.
Shortage of technical staff
Efficiency is necessary to do the same amount of work with fewer people.
The need to create a single source of truth
Branches, consultants and mechanics must be able to rely on the same information.
Preparing for further digitalization and expansion to new products
The chosen architecture makes Feenstra future-proof.

Summary

Pegamento built a completely new, integrated Lead-to-Order and Service Appointment chain for Feenstra in which customer, data and operations come together in one fluid process. The result is a scalable, error-proof and customer-friendly process that prepares Feenstra for the future of the installation industry.

Solutions