How Dexterton streamlined operations across five decades of growth with Rework

Company overview

Dexterton Corporation has been transforming homes and commercial spaces in the Philippines for over 50 years. Founded in 1973 by Mr. Simpson Ong as a retail store, the company has evolved into a leading distributor of premium home fixtures, tiles, furniture, and design solutions.

Today, Dexterton operates with 250 employees across multiple departments including sales, marketing, finance, design, and supply chain management. The company serves architects, interior designers, contractors, and homeowners through two showrooms, offering curated collections from European and Asian suppliers for both residential and commercial projects.

Under the leadership of CEO Audrey Go, Mr. Simpson's daughter, who took over in 2022, Dexterton has undergone significant transformation from a traditional family business to a customer-centric organization focused on providing comprehensive design solutions rather than just selling products.

The challenge: disconnected workflows and limited visibility

As Dexterton transformed from a traditional retail business to a service-oriented company, they encountered operational challenges that hindered their ability to deliver the seamless customer experience they envisioned.

Fragmented request management

Different departments frequently needed services from each other, like marketing or engineering services being requested across departments. Without a centralized system, these requests often got lost or delayed, creating bottlenecks in project delivery.

Coordination issues

With 250 employees across multiple departments working on various projects simultaneously, tracking project or workflow progress became increasingly complex. Teams worked in silos, making it difficult for management to get real-time visibility into team efficiency and project status across different departments.

Ineffective collaboration tools

To make matter worse, the company relied heavily on outdated tools that slowed down their operations. As CEO Audrey Go explains: "One-dimensional tools like Excel slow us down - waiting for someone to update a file, rename it, and pass it around is inefficient".

The solution: unified operations with Rework

Dexterton implemented Rework as their comprehensive operations platform to address these workflow challenges and support their customer-centric transformation.

Streamlined request and approval management

Rework Request centralized all internal service requests with standardized approval workflows:

• Marketing service requests: Structured process for marketing campaign requests from other departments, with clear timelines and resource allocation
• Engineering service requests: Organized system for requesting technical support and engineering services, ensuring proper follow-through
• Web development process: Formalized approval process for website update requests with technical specifications and timeline management

Comprehensive task and project management

Rework Projects provided unified task management capabilities:

• Multi-department project visibility with clear task assignments and deadlines
• Real-time progress tracking across sales, marketing, finance, design, and supply chain teams
• Centralized communication threads for each project, eliminating scattered email chains
• Management oversight of team performance and workload distribution

Enhanced process workflows

Rework Flows standardized their operational processes:

• Customized workflows for different project types and service requests
• Clear stage definitions with designated approvers and timelines
• Built-in accountability measures ensuring tasks don't get overlooked

A key advantage of Rework's platform is the seamless connection between applications. Once requests are approved through Rework Request, they automatically flow into Rework Flows for structured execution. This integration ensures that approved decisions immediately trigger the appropriate workflow processes without manual handoffs or delays.

As CEO Audrey Go explains the transformation: "We're integrating Microsoft 365 and using Rework for real-time collaboration. With our projects set up on Rework, we can bring different departments like sales, marketing, finance, design, and supply chain together in one ecosystem."

Implementation and results

The transformation to unified operations through Rework has delivered measurable improvements across Dexterton's business operations.

As Jan Christian Lijano, IT Project Manager of Dexterton, notes: "Rework has significantly improved our team's ability to track and manage tasks. With clear visibility into project statuses and individual responsibilities, we're able to stay aligned with our targets. The software has streamlined our workflow, helping us operate more efficiently and ensuring that every team member remains accountable and on track."

The implementation became so integral to their operations that Audrey adopted a new company philosophy: "Lately, my go-to phrase in the company has been: 'If it's not on Rework, it's not a job.' It's my way of making sure tasks don't get lost. When things aren't documented, they don't get done. I can't track progress, and people aren't held accountable."

Looking forward

With their operational foundation now strengthened through Rework, Dexterton is positioned to continue their ambitious growth plans. The company aims to expand their showroom presence and explore new growth opportunities while maintaining their commitment to exceptional customer service.

The unified operations platform supports Audrey's vision of building a more efficient organization that can leverage their 50 years of experience to deliver even more personalized service. As they continue their transformation from a traditional retail business to a comprehensive design solutions provider, Rework enables them to maintain operational excellence while scaling their customer-centric approach.

Dexterton's success demonstrates how established companies can use the right operational tools to support organizational transformation, ensuring that internal processes keep pace with evolving business strategies and customer expectations.