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PFD Food Services Goes Live with Complexica's Decision Cloud® for AI-driven CRM and In-Field Sales Enablement

18 December 2019

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for supply & demand optimisation, announced today that PFD Food Services has gone live with its Touchless CRM, Customer Opportunity Profiler (COP) and Order Management System (OMS), all part of the Decision Cloud® platform and powered by Complexica’s award-winning Artificial Intelligence engine, Larry, the Digital Analyst®. The cloud-based platform has been deployed as an integrated platform to assist PFD Food Services' sales team across the entire sales process – from call planning and visiting customers, through to in-field quoting & ordering and the recording of customer information. A national roll out of the software has now commenced, to optimise its in-field sales activities within each state.

“After evaluating a number of software systems available in the marketplace, we have ultimately selected Complexica for sales force automation and CRM,” said Kerry Smith, CEO of PFD Food Services. “Given our extensive product range and long tail of hospitality customers, Complexica’s applications are best suited to deal with this inherent complexity without burdening our team with endless data entry.”


PFD Food Services is Australia's largest privately-owned food services company, distributing food products and related consumables to restaurants, hotels, and commercial kitchens throughout the country. With more than 3000 employees, 70 strategically located warehouses, and annual turnover of approximately AUD $2.0 billion, PFD Food Services distribution network services the entire Australian population. For more information about PFD Food Services, please visit: www.PFDFoods.com.au

 “PFD Food Services is a highly-valued strategic customer of Complexica, and we’re delighted to expand our relationship into the CRM space,” said Matt Michalewicz, CEO of Complexica. “Our cloud-based applications will serve as a key platform for sales staff to optimise their daily activities, personalise interactions with customers, and analyse data to generate actionable insights. We look forward to contributing to the continued growth and success of PFD Food Services with this project and beyond.”

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