Challenge Historically, Lane dealers placed orders via fax. Received in the Lane mailroom, faxes were hand-carried to order entry staff in another location — a slow process that introduced as much as a day’s delay between fax receipt and order entry. Once personnel entered the orders, the procedure repeated in reverse. Confirmations were printed in the order entry office, carried back to the mailroom, and then mailed to dealers. The entire cycle from fax order to receipt of confirmation often took a week or more. Understanding that customer service was critical in its competitive market, Lane set out to speed up order processing and improve communication with dealers. During operations review and planning, Lane considered several options, including online ordering. In the end,

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