under one platform
driving transformation
Villanueva is an Argentina-based multi-business company operating across industrial distribution, commercial supply, and customer service operations. Through a network of nine branches nationwide, the company delivers products and services across multiple industries, managing high volumes of customer interactions and operational workflows.
To address growing complexity and limited visibility across branches, Villanueva implemented Creatio’s platform, working with H&CO as its implementation partner to structure and deploy its core commercial processes.
Key Deliverables
Unified platform across all branches
Centralized visibility into customer interactions
Flexible no-code foundation for continuous process evolution
Standardized commercial processes and tracking
Integration with ERP and e-commerce systems
Fixing Fragmented Operations
Before implementing Creatio, Villanueva operated with a high degree of decentralization. Each location managed customer interactions independently, with limited visibility from headquarters into daily operations.
Commercial processes existed, but without a centralized system, execution varied between branches and could not be consistently tracked. Customer data remained fragmented across systems, making it difficult to understand demand patterns, measure service quality, or maintain alignment as the business expanded.
As complexity increased, this lack of visibility and coordination became a constraint on both day-to-day management and long-term scalability.
Key challenges:
Evaluating for Operational Fit
As Villanueva evaluated CRM platforms, functionality was tested directly against the company’s operating model. The team had already mapped its commercial processes (from initial customer contact through follow-up and resolution) and needed a platform that could support that flow consistently across branches.
Creatio distinguished itself in how those capabilities translated into practice. Using Villanueva’s own process documentation, workflows were configured during evaluation, allowing the team to see how customer interactions would be captured, how requests would be categorized, and how cases would move between teams.
This approach made it possible to assess not just usability, but execution. The platform would handle real operational scenarios across multiple locations, creating visability built into how the process moved.
Most vendors show you what their system does. Here, we saw what our business would look like inside the system.
Phased Rollout, Built with the Business
Implementation and adoption progressed together as a staged operational alignment. Villanueva prioritized a phased rollout, starting with core commercial processes and expanding across branches, allowing teams to begin working within the platform early while it was still being shaped.
Rather than separating design from execution, users from different departments were involved from the outset, not only in testing, but in defining how workflows should operate in practice. This included shaping how customer interactions were captured, how requests were categorized, and how processes moved between teams.
That proximity to the build process reduced resistance and accelerated adoption. The system reflected how teams already worked, while introducing structure where it had previously been inconsistent.
Adoption was fast because people were part of the process from day one. They could see how the system supported their work.
At the same time, the implementation (delivered in partnership with H&CO) included integration with existing systems, including SAP Business One and internal e-commerce platforms. This ensured that the rollout did not disrupt ongoing operations, positioning the platform as a unifying layer across processes and data.
Enabling Agentic AI Within Operations
With customer interactions now structured and processes consistently tracked, Villanueva is moving into the next phase — introducing AI directly into operational workflows.
The focus is on embedding AI agents within the same processes used by commercial and service teams, not as standalone tools, but as participants in execution. These agents operate on top of structured data and defined workflows, allowing them to act with context rather than in isolation.
In practice, this includes handling first-level customer interactions through WhatsApp, automatically classifying requests based on intent, and routing them according to predefined process logic. Agents can also support teams by suggesting responses or next steps based on previous interactions and current context.
Because these actions are embedded within the workflow, they remain visible, traceable, and governed while ensuring that automation does not introduce fragmentation or loss of control.
Without structured processes, AI doesn’t have context. Now that we have that structure, we can introduce agents that actually participate in the operation.
This approach positions Creatio not just as a system of record, but as a system of execution where AI agents operate within defined processes, reinforcing consistency while enabling the business to scale without increasing operational complexity.
About H&CO, LLP
H&CO, LLP is a technology and advisory firm supporting CRM and digital transformation initiatives. As a Creatio implementation partner, the firm helps organizations design, deploy, and scale unified CRM and workflow solutions aligned with business objectives.
