Church & Dwight — Automating Track & Trace with Tracy AI

Church & Dwight's track-and-trace operations relied on manual, reactive responses to a steady stream of customer tracking requests, pulling team time toward routine status updates rather than higher-value work. Tracking data also required ongoing cleanup, and potentially late deliveries to key customers risked missed dock appointments and fines.

Church & Dwight became an early pioneer of FourKites' AI agent, Tracy, building several purpose-built workflows. A 'respond to track and trace' workflow answers tracking requests around the clock without added headcount. 'Stale location' and 'asset not assigned' workflows clean up tracking data in the background so operators don't have to. A 'late delivery' workflow gets ahead of potentially late deliveries to key customers, aiming to reschedule dock appointments and avoid fines. After a successful four-week pilot, the workflows were refined for production.

Tracy actively improves tracking quality, track-and-trace efficiency, and proactive customer updates. The 'respond to track and trace' workflow alone could save the team roughly 25 hours per week by handling inquiries 24/7, while background data-cleanup workflows free operators from routine maintenance and the late-delivery workflow helps avoid customer penalties.