DiversiTech Standardizes Order-to-Cash Across Regions and Systems with Unified, AI-Powered Commerce

DiversiTech is North America’s largest manufacturer and distributor of HVAC components, with a growing presence in Europe. After years of expansion, DiversiTech set out to digitize its commerce operations to handle increasing complexity, support new growth, and give customers faster, more transparent service.

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Customer Success by the Numbers

12 ERPs

unified under one order flow

20%

productivity gain with AI order intake

700+ line

POs converted in seconds with AI

The Challenge

Growth through acquisitions – 19 in total, 11 in the last three years – left DiversiTech managing order intake and customer servicing across multiple systems. In Europe, nine different ERP environments were still in play during the transition to Dynamics 365. In North America, customer service teams were handling orders arriving through email and fax, which kept manual entry in the daily routine.

Some of the key challenges included:

Fragmented Order Visibility: Customers and internal teams lacked a centralized view of order status, tracking updates, and fulfillment exceptions, leading to confusion and delayed responses.
Manual Intervention for Order Updates: Changes made in their ERP system, JD Edwards (JDE), weren’t always reflected in customer-facing systems without IT involvement, creating bottlenecks and increasing escalation rates.
Limited Customer Self-Service: Customers had to reach out to internal support teams to retrieve documents, confirm shipment status, or resolve discrepancies, adding friction to simple tasks.
Disconnected Fulfillment Data: Packing slips, tracking numbers, and LPN (License Plate Number) information weren’t reliably linked to order records, limiting transparency for customers and fulfillment teams alike.
Legacy System Complexity: DiversiTech’s patchwork of legacy systems, with 12 ERPs alone, made operational efficiency and portal performance increasingly difficult to maintain.

Addressing these pain points meant rethinking DiversiTech’s digital foundation. The company needed one commercial layer that could stay consistent even as the back end kept changing, whether that change came from acquisitions, regional expansion, or ERP consolidation.

Shandra Williams

Enterprise Technology & Integration Strategy Lead, DiversiTech

OroCommerce is an integral part of our global enterprise. It sits at the center of our commercial workflows and supports the pipeline from early sales activity through fulfillment. That shared foundation helps our teams operate consistently, even as we scale and consolidate systems behind the scenes.

The Solution

DiversiTech brought OroCommerce in to act as a central commercial layer, a place where customer records, ordering workflows, and order-to-cash activity could be managed consistently.

That decision mattered for two reasons. First, DiversiTech was scaling through acquisitions and expanding operations in Europe. Second, the company was in the middle of ERP consolidation, which meant they needed a reliable way to keep orders moving and customers informed while multiple ERP environments were still active.

By positioning the platform as a central commerce layer, the company simplified its tech stack, eventually replacing Salesforce to consolidate CRM and commerce. Integration with Oracle JD Edwards EnterpriseOne ERP and Salsify PIM helped connect transactional workflows with product data governance.

That centralized foundation also made adding AI straightforward. The platform already managed customer records, pricing logic, and ERP connections – everything AI would need to interpret and validate orders. DiversiTech didn’t need to stand up new systems or route order data outside the environment they’d already secured.

How DiversiTech Uses AI

Their first AI tool was OroCommerce’s native AI SmartOrder, which handles two distinct intake challenges:

In North America, customer service teams receive orders through channels like email and fax, then use SmartOrder to convert those requests into draft orders instead of rekeying everything line by line.
In Europe, SmartOrder supports a different problem. DiversiTech has been operating multiple ERP environments in parallel while moving toward Dynamics 365. SmartOrder helps normalize order intake across those different ERP contexts so orders can be consolidated and routed into the Dynamics 365 fulfillment flow during the transition.

AI SmartOrder works well in this environment because it runs inside the system that already holds commercial context and downstream integrations. That keeps AI output in the operational workflow the team already uses, rather than creating another intake tool, handoff, or license to manage.

Key outcomes from the implementation included:

A Centralized Customer Portal: A single access point where customers can place orders, track shipments, retrieve documents, and manage account information without needing internal assistance.
AI-Assisted Order Intake Across Regions: AI SmartOrder eliminated manual rekeying in North America (20% productivity gain) and normalized orders across nine European ERPs, avoiding the need for a separate ETL system.
Automated Warranty Claim Workflows: New workflows allowed customers to submit warranty claims by entering a PO, invoice, or order number, automatically processing claims without manual intervention.
Real-Time Order Synchronization and Reprocessing: New integrations allow order updates from JDE to flow automatically to the portal. If an issue occurs, teams can now trigger an update by order number, no IT ticket needed.
Connected Documentation via SharePoint: OroCommerce automatically links order records to shipping documents stored in SharePoint, making packing slips, invoices, and bills of lading instantly accessible to customers.
Multi-Site Management from One Platform: Three DiversiTech sites run on OroCommerce, supporting distinct brands and the company’s European presence on one platform.

A Playbook for Faster Acquisition Integration

For a company growing through acquisitions, one of the platform’s biggest strategic advantages is speed. DiversiTech can now integrate new businesses into a consistent commercial process much faster than before.

Using OroCommerce’s import capabilities, the team can onboard customer data and align it to existing structures without creating duplicate customer records. Tagging helps preserve historical context, which allows finance and sales teams to compare performance across pre- and post-acquisition periods without losing visibility.

OroCommerce also gave DiversiTech a better view of its own numbers. Metrics became easier to track and compare, so leadership could see business performance more clearly and act on what the data was showing.

The platform also changed how the team thinks about IT investment. Consolidating more capabilities in one system gave them a clearer sense of where resources were going and where they could be used more efficiently.

Where DiversiTech Goes Next

DiversiTech has been an early adopter of new OroCommerce features, especially in AI. The platform is designed for distributors at their scale, so new capabilities tend to fit quickly.

DiversiTech is currently deploying AI SmartAgent to further reduce routine support volume. The goal is to handle common requests, such as pricing questions, statements, and invoices, directly in the portal so the customer engagement team can spend more time on complex account needs rather than document retrieval.

The company is also testing AI features in a closed beta that combine weather forecasts with sales data to trigger alerts for sales reps, like flagging opportunities to pre-sell heat condensers when a freeze is forecast.

At the same time, DiversiTech is preparing OroCommerce to support its growing international footprint, with region-specific workflows, currencies, and local buying experiences.

As one of North America’s largest players in the HVAC industry, DiversiTech is quickly moving to become an innovation and customer experience leader, too.