Comind.work
Balton Trading Asia
Balton Trading Asia logo

Partner support coordination

FMCG import & distribution

About Balton Trading Asia

Balton Trading Asia is a leading FMCG import and distribution company serving the Asia Pacific region with 15+ years of experience in the FMCG sector.

They specialize in bringing high-quality consumer goods from international markets to 20,000+ retail partners across major Asian markets.

With 1,500+ employees and 55,000 sq.m. of warehouses, they process 64,000 tons annually across 500+ brands in food, beverages, personal care, and household products.

30+ years in FMCG
1,500+ employees
500+ brands
20,000+ partners
Headquarters: Tashkent, Uzbekistan
Adopted Comind.work in 2024
Challenge illustration

The challenge

Tracking partner requests across disconnected systems

As Balton expanded, their support operation grew more complex. Customer information lived in the CRM, order status in another system, inventory in a third. Agents often needed to check multiple systems to piece together what was happening.

The challenge was coordination - knowing who was handling a request, what had been promised, and whether it was on track. Things sometimes slipped through gaps. Managers wanted a way to see open requests without reconciling information across systems.

CRM, orders, inventory in separate tools
Agents checking multiple systems
Requests slipping through gaps
Managers piecing together status

The solution

Connecting Salesforce, orders, and inventory

Rather than replacing their systems, we built connections between them. Salesforce stayed their CRM, legacy databases remained in place. The new layer pulls information together and tracks requests as they move between support, logistics, and fulfillment.

Within 3 months, agents had one place to see the status of any partner request, and managers could see all open work at a glance.

Partner request log

Every request logged with clear ownership and expected timelines. Easy to see what's open, who's responsible, and what's due.

Cross-team tracking

When work moves from support to logistics to fulfillment, the system tracks each step so nothing gets lost.

Manager dashboards

Real-time view of all open requests across teams. Managers see status without chasing updates.

Business results

The results

Answers in seconds, not phone calls

Managers now see open partner requests without reconciling data from multiple systems. Questions like "what's the status on this?" take seconds to answer.

Support agents spend less time gathering information and more time resolving issues. The approach worked well enough that other departments asked for similar systems to coordinate their own cross-team work.

Key features that made the difference

Unified partner view

Managers can see all open requests across 20,000+ partners in one place - what was requested, who owns it, when it's expected.

Impact:

Reduced time spent on status lookups and reconciliation.

Support to fulfillment tracking

Each step from initial request through logistics to delivery is logged. Easy to see where a request is and who has it.

Impact:

40% faster resolution - fewer requests stalling at team boundaries.

Connected data sources

Information from CRM, orders, and inventory pulled together automatically. Agents answer questions without checking three systems.

Impact:

Support staff reclaimed several hours per week previously spent on information gathering.

"

Before, I'd get a call from a partner and spend ten minutes checking different systems to figure out what was happening. Now I pull up their record and everything's there - order status, inventory, support history.

"

— Vitali Nikitin

Chief Information Officer, Balton Trading Asia