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Goodman Fielder Baking Australia, one of the leading bread companies in Australia
with iconic brands like Wonder White, Uncle Toby's, Helgas and Buttercup, have realized
the many benefits of automating its delivery operations. Significant measurable
benefits have emerged, including simplified delivery operations, improved accounting
efficiencies and freedom to offer faster and more valued-added customer services
– all achieved while keeping operating costs down.
As an organization Goodman Fielder welcomed the move towards a paperless environment,
and recognized the important role users of the handheld devices played in supporting
the transition to electronic deliveries. “We knew that to get drivers behind the
automation project we had to choose a mobile computing solution that was easy to
use and served our business processes”, said Don Ball, Goodman Fielder Baking's
Australian Project Manager for handhelds. This led to Goodman Fielder choosing TouchStar's
Runner solution as the choice to automate its national route delivery fleet.
By the time all 900 runs Australia-wide were equipped with the handheld solution,
Goodman Fielder no longer bared the cost of printing 11 million paper dockets a
year! “Since we first implemented the Eagles with the Runner software in June 1999
for our Queensland operations, we've noticed significant cost savings in paper,”
says Don, “let alone the saving of storage space to file all this paperwork. So
even though there is still a small amount of paperwork printed, it's far less than
previously, where duplicate or even triplicate order docket books were the norm!”
Product wastage from customer returns is also being addressed more efficiently.
Through accurate recording of returns and the ensuing improved sales history, Goodman
Fielder has the data on a day-to-day basis to refine production volumes. Potentially,
this means that they can actually make more money by producing less!
Runner's ability to deal with customer orders on the spot is viewed as a real bonus.
Not only because it handles forward ordering – “up to nine days ahead, which is
great in building up customer service”, notes Don, “but utilizing Runner also means
customers are querying orders less frequently. Once drivers input the information
into the handheld, orders are electronically forwarded to the mainframe computer
at our customer service centers. There's no doubling up of data entry, so there's
less chance of errors occurring”, Don remarks.
“There's another function of the Runner software that our customer service staff
appreciate and that's Proof of Delivery dockets”, he adds. “Previously, when a customer
would call querying a delivery, staff spent time looking for paper dockets, then
photocopying and finally mailing out the docket to a customer. Now of course, staff
instantly access proof of delivery documentation on their office PC's using TouchStar's
Middleware package, and reprint the docket if needed.” To facilitate automation,
Goodman Fielder conducted group presentations, general training and then appointed
enthusiastic drivers and supervisors who act as site champions.
When asked about the impact of automation on the overall operations, Rodney Prindable
says, “Using handhelds has certainly improved the level of service we can offer
customers, and drivers are saving time, especially in areas like cash and returns
reconciliations. Manually, it would take them anywhere up to 45 minutes to complete
end of day reconciliations - now it takes no time at all!”
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