How Valvoline Cummins Lifted Customer Connect from 25% to 70%

At a Glance

The Challenge

Valvoline Cummins faced growing complexity in managing field execution and customer engagement, highlighting the need for a unified digital solution to drive visibility, control, and consistency across regions.

Key issues:

• Limited visibility into field activity, with no way to track which outlets were being visited and what was discussed
  
• Low customer connect ratios, with sales executives covering only 25–30% of their assigned customer base
  
• Fragmented sales processes, leading to inconsistent execution across states and sales teams
  
• Manual reporting and tracking, making it difficult for supervisors and leadership to monitor performance
  
• Poor connectivity in remote areas, which disrupted sales data capture and workflow continuity

The Solution

BeatRoute was deployed to bring structure, visibility, and mobility to field operations through a unified digital platform.

What changed:

• Implementation of BeatRoute’s Sales Force Automation (SFA) platform to streamline daily sales workflows and standardize field execution
  
• Rollout of smart routing tools to optimize store visits and improve productivity across the field force
  
• Deployment of offline-first functionality, ensuring consistent operation even in areas with low or no internet connectivity
  
• Geo-tagging and real-time tracking of outlet visits, offering precise insights into sales rep activity and visit outcomes
  
• Custom dashboards and reports that empowered state heads and leadership to track team performance and customer connect KPIs
  
• Dedicated support and a consultative rollout approach from the BeatRoute team, ensuring smooth adaptation and ongoing success

The Outcome

With BeatRoute deployed across all regions and sales teams, VCPL achieved significant transformation:

• Customer connect improved from 25–30% to over 70%, meeting a key strategic objective
  
• Field visibility increased dramatically, enabling supervisors to monitor daily activity and provide timely coaching
  
• Sales executives across regions adopted a unified approach to customer conversations and store visits
  
• Leadership teams began using weekly cumulative dashboards from BeatRoute to make data-backed decisions
  
• Sales operations became more scalable and efficient, with faster onboarding and reduced IT dependency
  

Customer Voices

“I’ve seen BeatRoute evolve from a system into a robust, fully integrated platform. The team has built something that covers everything from campaign management to loyalty, with continuous improvements and a consultative approach.”
— Pankaj Kaushik, Valvoline Cummins

“BeatRoute gave us exact visibility of which outlets are visited, when, and what happens during those visits. It aligned our ground team with senior management’s philosophy, with exceptional help desk support and flexibility.”
— Rajat Jain, AGM – IT Applications, Valvoline Cummins

“BeatRoute gave us the visibility of what has been the levels of customer connect in each territory. Valvoline’s customer connect from the overall distribution that we had was ranging between 25–30%. With BeatRoute, that value has now gone to consistent 70%+. The biggest beneficiaries has been the supervisory managers who manage the state teams, who now actually monitor the movements and the work that’s happening on the field. BeatRoute has been a great addition to our entire customer connect programs and we are very satisfied with the results.”
— Hari Prakash, Vice President – Retail Sales, Valvoline Cummins

“BeatRoute brought unified working across our entire sales force. Whether someone is in Tamil Nadu or Kashmir, they know exactly what to say and do. It’s intuitive, offline-friendly, and well-aligned with our Customer Connect vision.”
— Arpita Das, AVP – IT and CIO, Valvoline Cummins