GF Piping Systems pilots AI integration to support customer success

GF Piping Systems has been a specialist in the safe preservation and transportation of global fluid resources for over 150 years. The company's innovative solutions continue to help solve water loss for utilities, improve energy efficiency in industrial buildings, data centers, and onboard vessels, improve water quality for water treatment OEMs, semiconductor manufacturers, and the food and beverage industry, and ensure clean water reaches the tap. In addition, its performance materials and specialized solutions, including prefabrication and engineering, support numerous industries in improving operational safety and meeting the demands of construction execution.

Since introducing its Strategy 2025, GF Piping Systems has increased customer proximity in key global industries and strengthened its global footprint with more sales offices, customer experience centers, and offsite manufacturing hubs. The sales excellence program has supported this with all sales colleagues globally onboarded within its GForce sales enablement program, and the call center teams are now being upskilled and supported by AI in key territories to ensure they can serve as engineering advisers to GF's customers. During the same period, the division of GF rolled out customer service and marketing automation applications within the Microsoft Dynamics 365 Copilot environment, and the Showpad all-in-one sales enablement platform, AI capabilities are now fully embedded within the CRM environment.

While voice recognition systems in customer service aren't a novel concept, the introduction of generative AI is. The advancement propels customer service into a new era at GF Piping Systems. Additionally, commercial teams can automatically leverage the technology to generate insights and recommendations for the customers' needs, enabling them to deliver proactive, customized buyer experiences. Christopher Merrell, CMO at GF Piping Systems, explains, "Trust has to be built, and that's what we do. I'm proud to share how, as an innovation and sustainability leader, we continuously strive to add value to our customers' and partners' operations and make it easier for them to do business with us. Our vision of a seamless customer and employee experience drives us to succeed."

Find out more from our panelist at “Excellence Enabled,” Grégory Quelin, Head of Sales and Customer Experience, where he talks about how his team integrated Showpad AI to build trust with customers.