The Challenge

TVH’s sales organization includes around 1,400–1,500 people, with approximately 200 external field reps visiting customers worldwide. They use Salesforce to record what they learn, providing information that colleagues across the business depend on.

Preparing for visits and writing reports afterward took time away from customers. Admin was the most common complaint TVH heard from the business. Reports were often written later, making it harder to capture conversation details while they were fresh.

TVH also wanted reps to become more proactive in developing new markets and growing existing accounts. The company had grown by responding to customer requests, so changing established habits was difficult when the business was already doing well.

That shift depended on useful customer information. Account planning and opportunity management depend on what reps learn during customer visits and how well they capture it. When important questions go unasked, or answers stay in a rep’s notebook, teams have less information to build account plans or use AI to identify opportunities.

Adding technology carried its own challenge. Reps already worked with a range of tools, and some still used pen and paper. Adding another tool risked creating resistance and more work. TVH needed reporting that fit naturally into life on the road, capturing customer insights promptly and making them useful to the wider team.

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The Solution

TVH chose Donna because she was easy to use on the road and offered a conversational experience. Reps could call her or send voice notes after a visit, capturing their thoughts without sitting down to type a report. Donna turns that conversation into information in Salesforce, helping reporting fit between customer visits.

Her ability to ask questions was central to TVH’s decision. Donna prompts reps for details they might otherwise leave out, helping them capture more useful customer context. She can ask whether an existing opportunity needs updating or whether the rep has spotted a new one.

Those questions support the more proactive sales habits TVH wants to encourage. Reps can contribute opportunity information while the visit is still fresh, rather than trying to reconstruct the conversation later. Donna also helps them prepare before meetings, supporting both sides of the customer visit.

The experience works within Salesforce and respects existing sharing rules. Reps can report back by voice while colleagues receive information through the system they already use.

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The Impact

In the first months, Donna wrote more than 1,000 visit reports. Some reps used her for every report, showing that she had become part of their daily workflow.

“In the first three months, more than a thousand reports were written by Donna.” - Louise Quagebeur, Commercial Excellence Program Manager, TVH

TVH also saw a substantial increase in reports written on the day of the visit. Reps captured information while it was still fresh, and longer reports suggested that more detail was making its way into Salesforce. On average, users said they saved between two and three hours a week. For field reps, that frees up substantial time for account planning or additional customer visits. Even hesitant users grew enthusiastic.

“They’re almost ready to beg us not to take her away at this point.” - Louise Quagebeur, Commercial Excellence Program Manager, TVH

The richer data supports work beyond reporting. TVH uses AI to turn visit reports into draft account plans and opportunities that salespeople can develop. Better customer information gives those activities a stronger starting point.

TVH also periodically summarizes visit insights for sales leaders and other departments. Marketing and customer experience teams can review relevant feedback, while the quality team can use customer insights to identify product quality concerns. Customer knowledge reaches colleagues who can act on it, helping them make better-informed decisions.

Following a successful pilot, TVH is rolling out globally to cover every external sales rep worldwide.

Donna is giving TVH a stronger foundation for proactive selling. As timely customer information becomes part of everyday reporting, it guides account development and makes AI-supported planning more effective.

Want to learn more? Book a demo here.

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