• OUR CLIENT Teledynamics
  • WHAT WE DID Website Development
  • INDUSTRY B2B Distribution
  • PROJECT Build A Modern Platform

Empowering Customers & Driving Online Growth

TeleDynamics is one of the leading wholesale suppliers of office telecommunications equipment and consumer electronics. They deliver VoIP, business and consumer electronics, software, and services to their U.S. and international customers.

Just as TeleDynamics has empowered businesses for over four decades with cutting-edge telecom and consumer tech, EX Squared has helped them step boldly into the digital era—transforming their customer experience with a modern, self-service B2B platform.

Together, we streamlined complex ordering processes, reduced operational bottlenecks, and gave TeleDynamics’ customers the control they craved—unlocking greater efficiency, scalability, and freedom for account managers to focus on what they do best: building lasting relationships.

Objectives

Despite 40+ years in business, TeleDynamics faced increasing pressure to meet customer demands for self-service options and streamlined processes. Customers preferred ordering without needing to contact account managers, and the existing systems weren’t efficient enough to support growth. TeleDynamics needed a modern digital solution that would both empower customers and improve operational efficiency.

TeleDynamic’s core business relied heavily on direct customer interaction with account managers, read: lots of phone calls. This created bottlenecks in order processing, invoicing, and even basic product & pricing information. Customers desired more control over their purchasing experience, and the team wanted to free up account managers to focus on higher-value activities like complex solution design and relationship building. The lack of modern digital tools was hindering growth and creating a competitive disadvantage.

Solutions

To bring their vision to life, TeleDynamics partnered with EX Squared to design and build a comprehensive B2B website—featuring product details, order management, customer-specific pricing, invoice payments, and will-call order tracking. This involved:
  • A custom backend was developed to serve as the central hub for all data, connecting both the website front-end and backend through APIs.
  • An integration app with sophisticated queueing, ensuring critical reliability of order receipt, was built to push information between TeleDynamic’s existing Sage MAS ERP and warehouse management tools to the new website.
  • A custom website was created, allowing customers to purchase products, view detailed product information, manage accounts, and track orders independently.
  • Additionally, an external API for customers who preferred to place and manage orders through an API was also built.
  • Integration with Payflow Pro enabled secure credit card and ACH payments directly on the website, alongside tools for managing customer payment methods. Shipping rates were calculated in real-time via UPS, FedEx, and USPS APIs.
  • Solr was implemented to power a robust search engine with dynamic filtering based on product attributes, ensuring customers could quickly find exactly what they needed.
  • An admin site was created allowing TeleDynamic’s staff to easily manage product information, including images with scaling, and attribute values for improved search results. Given how important product information quality is to a user, we created a dashboard grading product information, driving priorities where product content enhancement is needed.
  • To let the TeleDynamics team focus on growth, we host and operate their website platform in the EXSQ private cloud, with continuous uptime over 99.999%

Results

The implementation of this new platform delivered significant benefits for both TeleDynamics and its customers. This case study demonstrates how a strategic investment in digital technology can transform a traditional B2B distributor. By partnering with EX Squared, TeleDynamics leveraged their expertise to build a modern platform that met the needs of today’s customers. The result is increased efficiency, reduced costs and significant growth potential for years to come.
  • Dramatic Increase in Online Orders: Percentage of orders generated online increased from 7% in the first year to over 40%, significantly reducing the load on account managers.
  • Real-Time Data Access: Integration with existing Sage MAS 500 ERP and warehouse system provided near real-time product, order, and invoice data for both customers and internal teams.
  • Improved Customer Experience: Full search capabilities, dynamic filtering, and self-service features empowered customers to find products quickly and manage their accounts efficiently.
  • Increased Efficiency & Cost Savings: By reducing the need for manual order processing and account manager involvement, TeleDynamics freed up resources to focus on higher-value activities, enabling them to expand beyond product retailing to add-on services.
  • Improved Data Quality: The automated grading system for product data improved accuracy and completeness, leading to better customer experience.

 

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Sahil Dhawan​​

General Manager, India

Leading our international development and data science teams Sahil leads a team of over 200 highly skilled senior technologists. creating an award Winning culture has resulted in a team that delivers a level of excellence unmatched by our global competitors.

Ericka García

Project Manager Director

Ericka García Barboza is a seasoned Industrial Engineer with over 25 years of experience in process optimization, project management, and delivering customer-centric solutions. A recent graduate of a Master's program in Agile Methodologies and Project Management, Ericka also brings specialized training in Applied Artificial Intelligence to her leadership approach.

With a passion for innovation and a proven track record of success, Ericka empowers organizations to achieve operational excellence through strategic thinking and collaborative execution.

Maryori Villamizar

Recruiting Manager

With extensive experience in recruitment across Latin America, Maryori brings strong expertise in talent acquisition, leadership, and process optimization. A Psychologist by training, she has specialized in recruiting for IT, marketing, and design roles, leading high-performing teams and implementing innovative ATS solutions. Throughout her career, she has successfully managed hiring strategies for global brands such as BMW, Nike, and Apple, combining strategic insight with a people-centered approach. Her background also includes deep knowledge in employer branding, market analysis, and cross-functional collaboration to attract and retain top talent.

As Talent Acquisition Manager at EX Squared, Maryori focuses on designing and executing a selection process that is efficient, measurable, and impactful for both candidates and the organization. Her strategic mindset, leadership skills, and commitment to continuous improvement drive her mission to align recruitment practices with business goals and industry best practices.

María José Castro

People and Culture Lead

With over 13 years of experience in Human Resources, Maria Jose brings expertise in strategic business partnering, organizational development, and employee experience. She holds a degree in Psychology and a Master’s in Human Resources Management from Universidad Camilo José Cela in Spain. Throughout her career, she has partnered with leadership teams to align people strategies with business objectives, fostering cultures of agility, adaptability, and growth.

As People and Culture Lead at EXSQ, María José focuses on transforming HR from an operational function into a strategic partner. Her strengths include talent management, change leadership, and building data-driven HR practices that enhance engagement and performance across the organization.

Daniel Chacón Gómez

Finance Director

Daniel Chacón Gómez is a seasoned finance executive with over 20 years of experience in financial management, cost accounting, and business development within top multinational companies.

Throughout his career, Daniel has consistently driven improvements in financial operations and business performance. At EX2 Outcoding, he led the Finance & Accounting Department, reducing costs by 20% and implementing dashboards to improve revenue analysis. Previously, at Citi Business Services, he reduced non-value-added activities by 60% and improved overall processes.

Daniel's expertise also includes leading the implementation of ABC Costing for Central America Operations at Coca-Cola FEMSA and successfully implementing SAP systems at Associated British Foods. With an MBA in Finance from INCAE Business School, Daniel is dedicated to fostering positive and productive relationships at all levels of an organization.

Johanna Fernandez​

General Manager, LATAM

With over 15 years of experience in human resources and business administration, Johanna brings unique insights into stakeholder & conflict management, driven by my commitment to human development. As a licensed Practitioner of NLP and certified in Management 3.0, she is dedicated to creating collaborative environments and driving business success through effective management, conflict resolution, negotiation, and process improvement. Additionally, Johanna is a fierce advocate for women's equity in the tech industry, striving to break barriers and foster diversity and inclusion.

Krishna Murthy

Chief Executive Officer

With a proven track record in helping businesses navigate the digital disruption occurring around them, his background is solidly founded in digital transformation. Under his leadership, EXSQ has grown into a premier technology partner, serving clients large and small. Krishna’s management philosophy is based on the principle of servant leadership and putting our clients first in all we do here at EXSQ, and he has set the benchmarks for how we hire and retain the finest talent possible, fostering a culture of excellence at EXSQ.

Krishna’s expertise spans technology leadership, eCommerce and SaaS development, mergers and acquisitions, and global business operations. He has notable experience in strategic planning, investor relations, and board-level interactions. With experience across companies at varying stages of maturity, Krishna also leads initiatives in data science, AI, analytics, and talent development, ensuring EXSQ remains at the forefront of innovation and operational excellence.

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