This company’s shift to digital paves the way for AI

The company wants to put artificial intelligence at the centre of its innovation strategy

5-minute read

Olivier Girard, Owner and President, Groupe Jardins Brossard

Many people think that artificial intelligence (AI) is mainly for high-tech companies or tech start-ups. But even businesses like your local hardware store and the snow clearing service that cleans your driveway can also benefit from AI, as long as they have a solid foundation.

In 2019, Olivier Girard made the leap to entrepreneurship. He bought a group of businesses that offered commercial and residential snow removal, with some landscaping and grounds maintenance operations.

That’s how he found himself in an environment where almost everything was done on paper. “Most transactions were done by cheque, and our drivers relied on paper lists for their routes. There were efficiencies to be gained,” explains Girard.

The entrepreneur then started exploring his options for turning things around. He called on BDC for technology consulting, with the idea of using AI to improve his processes.

In the same way you wouldn’t pretend to be a medical specialist, I don’t claim to be a technology expert. I have never shied away from seeking outside help to find ideas and challenge my point of view.

A roadmap for clearing the piles of paper

Initially, Girard planned to create his own customer relationship management (CRM) tool. However, after developing a technology roadmap and assessing the possibilities, he decided to buy a ready-made solution.

“The amount we would have had to invest to create our own CRM was significant. Instead, we opted for an interesting technological solution that met most of our requirements,” he says. The company has adopted the technology, which was basically designed for snow removal businesses.

The tool was mainly acquired and integrated to optimize the company’s services. It has introduced features such as:

geocoding, which involves converting a mailing address to geographic coordinates
online geolocation, which determines locations with high accuracy
automated customer service

The benefits of the technological shift

The company equipped each driver with an electronic tablet. This immediately put an end to paper addresses and semi-coordinated routes.

Now, the routes are optimized by the tool and automatically displayed on the drivers’ tablets. In addition, customers get alerts to inform them when their next snow removal will be.

On the management side, these capabilities have also helped assess the cost-effectiveness of employees. The tool provides detailed information on routes travelled and time spent on each job. “We went from a company that used paper 100% of the time to as little as 5%,” says Girard.

The solution also led to the elimination of certain duplicate tasks, the reduction of siloed internal communication and the automation of financial transactions with customers.

Failure to invest is a business risk. We are always trying to find better ways to do things.

In addition to optimizing the company’s operating costs and significantly improving the customer experience, the investment in technology also produced benefits for the Groupe Jardins Brossard team. People working in the office, for example, have been able to take advantage of the flexibility of teleworking.

That has eliminated a lot of unnecessary tasks, such as waiting for a customer to drop off a cheque. “Today, the transactional site allows us to manage more than 75% of our sales online,” says Girard.

Digitization has also helped the company collect data for future AI optimizations. Since AI can only provide value by analyzing data, SMEs need to digitize and build a solid data foundation before relying on any AI capabilities.

Automating some customer service functions has helped Girard’s company filter messages by priority and better manage emergencies. Customers can now send a message by phone, email or Messenger and even submit certain questions to a chatbot.

The improved working conditions have made it much easier to quickly recruit qualified staff.

“In 2019, even the general manager had to step in sometimes and answer sales calls during peak periods,” says Girard. “Today, we’re fully staffed.”

Big changes come with challenges

Girard admits that there were some obstacles when implementing the technology. “We really had no choice but to change the way things were done,” he says. “As the industry evolves, there’s no room for small businesses that don’t adapt. They will eventually close.”

Changing well-established practices, particularly among drivers, was the biggest challenge. “It took a period of adjustment and a lot of discussion,” says Girard. But once the advantages were explained and after a certain amount of time and discussion, the staff were on board. “Now, the technology allows them to finish their work sooner or lend a hand to their colleagues.”

The company also had to talk to its customers and reassure them that a human touch would remain.

Building a strong foundation to integrate AI

According to Girard, who was an account manager at BDC before becoming an entrepreneur, even if a company is profitable and successful, it should not rest on its laurels. “Failure to invest is a business risk,” he warns.

He also points out that although the current solution has digitized his business and meets current needs, it’s not the end of the story. “We’re always trying to find better ways to do things,” he says.

In fact, the company has begun a second technology consulting project. Girard’s ambition is to continue pushing the limits of today’s technologies and keep an eye out for new AI-based solutions to maximize efficiency. A 2024 BDC study revealed that nearly half of the surveyed businesses plan to adopt more AI over the next two years.

To that end, the company has recently integrated an AI-powered chatbot that draws its answers from the company’s website. They are also developing a customer portal to improve communication with their 12,000 customers, as well as their access to information.

“In the same way you wouldn’t pretend to be a medical specialist, I don’t claim to be a technology expert. I have never hesitated to seek outside help to find ideas and challenge my points of view.”

Next step

Learn how to prepare your business for AI and plan its implementation with our free guide for business owners: Get Your Business AI-Ready.