Brackwell Freight Ltd / BG-Demo – Kickoff
Callcompleted
Brackwell Freight Ltd · 6 Dec 2023 12:30
Kickoff for Brackwell's Starter brain. Liam Doherty wants one view of retail contract health before a customer rings the MD. Four connectors agreed, owners named, and credentials from Brackwell are the main dependency.
What was said
What this says
As at Fri 9 Oct 2026Kickoff for Brackwell's Starter brain. Liam Doherty wants one view of retail contract health before a customer rings the MD. Four connectors agreed, owners named, and credentials from Brackwell are the main dependency.
What happened: Callie Brennan walked Liam Doherty and Aisha Rahman through the four Starter connectors: CRM, helpdesk, call recorder and email. Owners were named for each, and Aisha was to report back on the IT form for the CRM user.
Customer view: Liam wants delivery exceptions, account calls and CRM data seen together so a wobbling retail contract lights up before the quarterly review. He said it was the first time it had felt real.
Commercial: Marcus Bell offered no sales conversation, and Liam said they were nowhere near that yet. Fifteen seats are available, and Liam expects six depot account managers plus a couple of contract managers.
Watch: Nothing starts until written credentials arrive, and Aisha has not created a service user before. One depot also keeps a spreadsheet of exceptions that Aisha could not confirm is fully in the helpdesk.
Themes
As at Fri 9 Oct 2026Theme
Starter kickoff, connector setup
Importance
neutral
Sentiment
positive
Voice
champion
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Callie Brennan to send the setup note with access checklist and a date against each step.
- Aisha Rahman to report the IT form timing and send CRM and helpdesk credentials.
- Marcus Bell to send usage numbers after the first couple of weeks.
Risks
As at Fri 9 Oct 2026- Late credentials from Brackwell would delay the four-connector setup.
- Aisha Rahman has not created a service user before and depends on IT, so the CRM connector could stall.
- One depot's exception spreadsheet may hold data that never reaches the helpdesk.
Opportunities
As at Fri 9 Oct 2026- Rolling the brain out to six depot account managers would deepen use within the fifteen Starter seats.
- Adding finance to look at exception costs was mentioned as a later step.
Transcript
Callie BrennanHello, hello. Can everyone hear me all right?
Liam DohertyLoud and clear. Hi Callie. Hi Marcus, you made it.
Marcus BellJust about. I've come off the train and I'm at my desk now, so we should be fine. Hi Liam, hi Aisha.
Aisha RahmanHi, everyone. Sorry, I'm just getting my camera to work. There. Is it me or is there a bit of an echo?- Callie BrennanA touch. Marcus, I think that's you, could you mute until you need to talk? Lovely, that's gone.
- Liam DohertyBit of lunchtime chaos here as well, to be fair. Half the depot managers are on a stock count so my inbox is a war zone. But I'm all yours for the hour.
- Callie BrennanBrilliant. So, here's the plan for the next hour. First, I want to hear from you, Liam, in your own words, what you want the brain to do for Brackwell, because that decides what we connect first. Second, I'll walk through the four sources that come with Starter and what I need from your side for each. Third, who owns what, and then what happens in the first couple of weeks before we switch on the refresh. Marcus, you'll pick up the adoption side at the end. Does that work?
- Marcus BellYep, that's fine by me. I'll keep it short, I mostly want to know what you need so I can chase it.
- Liam DohertyWorks for me. Right, so, the why. We run road freight and contract warehousing for retailers, out of Trafford Park and the five other depots. And the thing that keeps me up is that I find out a retail contract is wobbling when the customer rings the MD. By then it's too late.
- Liam DohertyEverything is there already, it's just in different places. The account is in the CRM, the delivery exceptions come in as tickets, the account managers have calls and emails. Nobody sees it together. One view, that's the point. If a retailer has had a run of late deliveries and the account manager has just had a sticky call, I want that to light up before the quarterly review, not after.
- Callie BrennanThat maps cleanly, honestly. That's the pattern we see a lot with logistics. Can I check one thing? When you say delivery exceptions as tickets, are those in the helpdesk, or does the depot team log them somewhere else as well?
- Liam DohertyMostly the helpdesk. Aisha, am I right? There's a spreadsheet at one of the depots, isn't there.
- Aisha RahmanYes, just flagging, there's one depot that still keeps a spreadsheet alongside the helpdesk. It's mainly for the early morning exceptions. I've looked and I think most of it ends up in the helpdesk by the end of the day, but I'd want to double check before saying it's all there.
- Callie BrennanThat's a sensible caveat, thank you. We'll leave the spreadsheet out for now. Starter has a hard limit of four connectors, so I'd rather spend those on the places where the data is clean. What I'd suggest is your CRM, the helpdesk, the call recorder and your email. That's four, and it covers accounts, exceptions, calls and the correspondence around them.
- Liam DohertyLove that. Can we get the depots on it? That's the bit I care about. Not just me and Aisha looking at it.
- Marcus BellThat's where the fifteen seats come in. You've got fifteen users on Starter, so it's about choosing who gets one. Liam, I'd be thinking you, Aisha, and then the account managers from each depot rather than everyone at once.
- Liam DohertySix depots, so six account managers. Plus a couple of the contract managers. And I'd want someone from the finance side to look at the exception costs eventually, but that can wait.
- Marcus BellFine. That leaves a few spare, which is useful, because people always think of somebody two weeks in.
- Callie BrennanRight, let me share my screen and show you the checklist. Can you see it? It's the same one for every Starter customer, and there's a date against every step.
- Aisha RahmanI can see it, yes. It's a bit small. Oh, that's better.
- Callie BrennanSo, the first column is the connector, the second is what I need from your side, and the third is who on your team owns it. Starting with the CRM. What I need from your side is a read-only user for the brain, with access to accounts, contacts, opportunities and activity. Not an admin login, and not a personal one. Somebody has to own that user, because if the owner leaves and the user is disabled, the connector stops.
- Liam DohertyThat'll be Aisha. She's the admin on our side. Aisha, you okay with that?
- Aisha RahmanYes. I think so. I've not created a service user before, but I've asked our colleague in IT what the process is, and I think it's a short form. Is it all right if I come back to you on how long it takes?
- Callie BrennanOf course. And that's a good thing to find out now. I won't start any connector without written access, so the email with the credentials details is what starts the clock. Next, the helpdesk. Same idea: a read-only user, plus I need to know which ticket categories are delivery exceptions. Do you tag them, or is it a form field?
- Aisha RahmanThere's a category called delivery exception, and then a sub-field for the retailer. Some of the older ones don't have the retailer filled in. I've attached a screenshot to the ticket I raised last week, I think it's with Marcus.
- Marcus BellYes, I've seen it. That's the one about the access request, isn't it? I've passed it to Callie, so you don't need to chase it. It's on her list.
- Callie BrennanIt is, and thank you. It'll be closed once the helpdesk user exists. The old tickets without a retailer, that's fine, we'll see them as unmapped and then you can decide whether to tidy them up later. Moving on to the call recorder. Who runs that on your side?
- Liam DohertyMe, mostly. I set it up, so I'm the admin of that one, and I can give you what you need. Only the account managers and me are recorded, though. Depot floor teams aren't.
- Callie BrennanGood, that makes it simpler, and it's a point worth writing down for your own records. Then the email. This is the one I'm most careful about, because it's people's mailboxes. What I need from your side is a decision on which mailboxes, or which shared mailboxes, we include, and I'd strongly suggest starting with the shared ones and the account managers rather than everyone.
- Liam DohertyYeah. Let's keep it to account managers and the customer service shared inbox. I'm not putting the whole company in.
- Aisha RahmanSorry, can I ask, is that something that I decide, or does it need sign-off from somebody? I wouldn't want to get it wrong.
- Liam DohertyI'll sign it off, Aisha. You just tell me the list and I'll confirm it in writing. And I'll run it past Gareth if it needs it.
- Callie BrennanGood. That's what I'd want, a name against the decision. So four connectors, four owners. I'll put in Aisha for the CRM and helpdesk, Liam for the call recorder, and Liam as sign-off for email.
- Marcus BellCan I just jump in on timing? Callie, how long is it from credentials to the first refresh? Liam will want to know what to tell his people.
- Callie BrennanStarter implementation is about four weeks end to end, but the first refresh doesn't need all of that. If I have the first two connectors by the end of this week, I can have the CRM and helpdesk loaded and a first look for you in the week after. The call recorder and email follow. What slows it down is always credentials arriving late, so if there's one thing, that's it.
- Liam DohertyRight. So the pressure's on me and Aisha, not on you. Fair enough.
- Callie BrennanHa, a little bit, yes. But I'll give you a date against every step in the setup note, so nobody's guessing.
- Callie BrennanNow, before we switch on the refresh there's one more thing I want to agree, which is fields. The brain will bring in what the systems hold, but the useful bit is how it maps account to retailer to contract. In your CRM, is the retail customer the account, or is there a parent and child?
- Liam DohertyParent and child. The retailer is the parent, the individual depot contract is the child. It's a bit of a mess, honestly, because some of the children were created by hand and some came in from an import.
- Aisha RahmanIs it me or are there a few duplicates in there as well? I noticed a couple last week when I was looking for the one retailer. I wasn't sure if that was normal.
- Callie BrennanIt's normal, and it's very useful that you've spotted it. I won't merge anything, that's your data and your call, but I'll flag the likely duplicates in the first refresh report so you can see them in one list. I'll not say anything about the cause until I've seen the data.
- Liam DohertyPerfect. That'd save me a morning.
- Marcus BellFrom my side, once it's live, I'll be looking at who's actually using it. At the start I just want to see that the people you named are logging in and asking something. I'll pull the numbers and send them over after the first couple of weeks, nothing fancy.
- Liam DohertyGood. I'd rather know it's three people than assume it's fifteen.
- Marcus BellExactly that. And Tom, your account owner on our side, will pick up the commercial side if you want to talk about anything beyond Starter, but that's for later. I'm not here to sell you anything on a kickoff.
- Liam DohertyAppreciated. We're nowhere near that yet.
- Callie BrennanRight, let me recap, because I've written a lot down. Liam, you're the sponsor and you own the call recorder and the email sign-off. Aisha, you're the admin, and you own the CRM and helpdesk users and the questions about what's in them. I'll send a setup note today with the access checklist, and a date against each item. You send credentials as soon as you have them, and nothing starts before then. Marcus checks in after the first refresh with usage. Anything I've missed?
- Aisha RahmanJust the question of the IT form. I'll find out how long it takes and tell you by tomorrow, if that's all right.
- Callie BrennanThat's perfect, Aisha. Tomorrow's good.
- Liam DohertyNothing from me. Thanks, both. This is the first time it's felt real, if I'm honest.
- Marcus BellGood. Speak soon, everyone.
- Callie BrennanThanks all. Setup note coming this afternoon. Bye for now.
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