Jeena & Firm, one in every of India’s oldest logistics companies with a 125-year heritage, is present process a sweeping digital transformation in partnership with Salesforce. On this unique dialog with Dataquest, Jeena’s management and Salesforce India share how they’re reimagining buyer engagement, empowering the workforce, and modernising legacy processes whereas staying true to the values which have sustained the corporate for over a century.

A legacy of early tech adoption

Jeena’s relationship with expertise stretches again to the late Nineteen Nineties and early 2000s, when the corporate was among the many first freight forwarding companies to maneuver from paper-based techniques to digital operations. As an alternative of shopping for ready-made software program, it constructed its personal techniques to fulfill the exacting requirements of element and effectivity it calls for. As Ayesha Katgara, Director and Head – Transformation Workplace, Jeena & Firm  factors out, this philosophy has formed Jeena’s evolution: expertise isn’t handled as a value, however as a strategic funding that ensures the corporate can serve its prospects higher and keep forward of trade shifts.

In the case of expertise companions, Jeena’s decision-making goes past product capabilities. Ayesha says the corporate appears for cultural and moral alignment, robust commitments to information safety and privateness, the flexibility to combine seamlessly by means of APIs, and a transparent return on funding. Each selection is evaluated by means of a easy lens: will this make us extra environment friendly and ship measurable advantages to prospects?

Fostering buyer expertise on the core

From Salesforce’s perspective, the logistics trade as we speak is constructed round buyer expertise at each touchpoint – from acquisition to service supply and loyalty. Deepak Pargaonkar, VP – Resolution Engineering, Salesforce India, notes that prospects anticipate visibility, reliability, and responsiveness throughout each service channel. The engagement with Jeena is designed to be collaborative, assembly them the place they’re of their transformation journey and serving to them progress on the proper tempo.

From spreadsheets to a ‘Fashionable CRM’

Earlier than Salesforce, Jeena’s CRM setup was “non-existent,” in Ayesha’s phrases. The corporate relied on Excel sheets, e mail threads, and guide coordination, which slowed down decision-making and created inefficiencies. Now, with Salesforce Gross sales Cloud, Jeena is bettering gross sales visibility and enabling sooner, extra built-in engagement throughout its logistics community. Gross sales groups have real-time insights at each stage of the deal cycle, serving to them shut offers faster, enhance conversion charges, and faucet into recurring income alternatives.

With Salesforce Buyer 360 offering a single supply of reality for buyer information, Jeena can personalise outreach, deepen buyer engagement, and lay the muse for future-proof operations. These clever, related, and AI-ready workflows are reworking how groups work, making engagement extra strategic and boosting motivation throughout the gross sales pressure.

Mankiran Chowhan, Managing Director & SVP – India, Gross sales & Distribution, Salesforce, described the collaboration as a vital step in combining Jeena’s deep trade experience with future-ready applied sciences. “The logistics sector faces growing demand and a always altering provide chain, making real-time visibility extra essential than ever,” she famous. “By leveraging our platform and the ability of AI-led transformation, Jeena is modernising operations, streamlining information, expediting choices, and creating extra related experiences for its prospects.”

Managing change in a legacy organisation

Ayesha acknowledges that change in an organisation with such an extended historical past inevitably meets resistance, however sees it as a journey. Management supplies the course, however staff in any respect ranges contribute by means of workshops and suggestions loops. Understanding why some folks nonetheless choose older instruments like Excel usually reveals course of gaps that may be addressed, making adoption smoother.

Deepak agrees, including that transformation in legacy organisations additionally depends upon ecosystem readiness. Prospects, companions, and regulators could must improve or open their techniques to attain true end-to-end digital integration, making API readiness and interoperability essential.

Co-innovation for aggressive edge

Salesforce’s strategy with Jeena centres on co-innovation – utilizing the corporate’s wealthy organisational information, shaping its AI technique, and constructing capabilities that create aggressive differentiation. The purpose is to reinforce customer support by means of improved insights, sooner workflows, and doubtlessly new choices that set Jeena aside available in the market.

The primary section of Salesforce rollout to twenty customers has already sparked enthusiasm. Throughout coaching workshops, gross sales managers have been notably excited by the flexibility to view consolidated information, drill into volumes and gross revenue, and entry actionable insights with just a few clicks. The improved visibility has began to affect how groups plan and execute their gross sales methods.

A digital transformation playbook for CXOs

Ayesha’s expertise has crystallised key classes for different leaders enterprise digital transformation. The primary, she says, is to set clear and lifelike timelines for implementation. The second is to safe buy-in from the individuals who will use the techniques each day – with out that, even the most effective instruments will fail to ship their potential. And the third is to guage AI critically, not emotionally. “Don’t undertake AI simply because it’s the pattern,” she stresses. “Undertake it as a result of it may possibly ship significant returns and enhance the way in which you’re employed.”

The street forward

Over the following 12 months, Jeena’s focus shall be on reaching full adoption of Salesforce and finishing its ERP construct (a part of its bigger IT mandate past Salesforce), with AI layered into processes the place it may possibly ship measurable worth. For Salesforce, the following section is about serving to Jeena leverage its organisational information for gross sales excellence, enabling higher collaboration throughout a number of stakeholders, and enhancing the shopper expertise by means of superior analytics and AI-driven insights.