Case Study: Streamlining Accounts Receivable for a Manufacturing Leader

Exceed Litecrete, a leader in the UAE's construction materials market, faced a significant operational challenge that was impacting its financial health. With a large and diverse client base, the company had a substantial volume of outstanding payments spread across numerous accounts. The process for managing these receivables was manual, fragmented, and inconsistent. Decentralized Follow-up: Multiple account managers at different levels were responsible for collections, but there was no unified system to track their follow-up activities. Complex Credit Terms: Each client had varying credit periods and payment timelines, making manual tracking prone to errors and oversights. Lack of Periodicity: Without an automated system, follow-ups were sporadic. There was no predictable rhythm to reminders, leading to payment delays and unpredictable cash flow. The result was a significant amount of working capital trapped in overdue invoices, and a finance team that spent more time chasing information than analyzing it.

Webtrip's solution was to design and build a 'human-in-the-loop' automation platform that empowered the sales team, giving them the efficiency of automation with the critical nuance of human oversight. 1. Secure Data Aggregation: First, we established a secure connection to Exceed's primary CRM. The outstanding payment data was pulled into a separate, Webtrip-managed system for processing. This approach was non-disruptive and ensured the integrity of the core CRM. 2. Intelligent Classification & Task Generation: The system analyzed the data daily, classifying each outstanding invoice into predefined segments based on its age and status (e.g., 'Approaching Due Date,' '60-Day Follow-up,' 'Legal Notice Required'). Based on this classification, it generated a prioritized task list for each sales executive. 3. The 'Action Dashboard' - A Central Hub for Follow-ups: Instead of sending emails automatically, the system populated a simple, intuitive dashboard for each sales executive. This dashboard presented their list of clients needing follow-up, neatly segmented and prioritized. 4. Pre-Drafted, Customizable Communications: For every task on the dashboard, the platform automatically drafted the appropriate communication. The email was personalized with the sales executive's name as the sender. The message content was tailored to the classification (e.g., a gentle reminder vs. a formal notice). Crucially, the executive could review and customize the message before sending, allowing them to add personal notes or adjust the tone based on their client relationship. 5. Human-in-the-Loop Approval: No communication was ever sent without explicit approval. The sales executive simply reviewed the drafted email on their dashboard and, with a single click, approved it to be sent. This kept the sales team in complete control of client communication while eliminating all the manual work of tracking, data gathering, and drafting.

• Improved Cash Flow: With consistent and timely follow-ups, the collection cycle shortened, leading to a more predictable and healthy cash flow for the business.
• Reduced Days Sales Outstanding (DSO): The average time to collect payments decreased significantly, freeing up valuable working capital.
• Increased Team Productivity: Account managers were freed from the tedious task of manual tracking and drafting, allowing them to focus on higher-value activities like relationship management and strategic sales.
• Enhanced Control & Professionalism: The sales team retained full control over client messaging, ensuring a professional and personal touch, while the system's consistency reinforced Exceed Litecrete's image as an organized partner.
• Data-Driven Decisions: Management gained access to clear, real-time data on receivables, enabling more informed financial planning and decision-making.