A monthly blog series spotlighting the innovative solutions, people, and partnerships powering B2B digital transformation—one partnership at a time.
Turning Post-Sale Chaos into Competitive Advantage
As part of our Plugged In Partner Spotlight series, I recently connected with Alex Witcpalek, Founder and CEO of Continuum, to talk about one of the most overlooked, and costly, parts of B2B commerce: post-sale service workflows.
Think returns, repairs, and warranties. Not exactly the glamorous side of digital transformation, but as Alex put it:
“Manual reverse logistics workflows are fundamentally broken. They lack organization-wide coordination, cost control, and visibility, especially in B2B.”
For many distributors, these workflows are still managed in spreadsheets, emails, or ERPs never designed to handle them. The result? Frustrated customers, missed credits, and unnecessary labor costs.
Why Reverse Logistics Deserves a Front-Row Seat
Alex didn’t mince words: “Even though AI isn’t closing deals, it’s transforming the P&L.” That’s what Continuum is all about—using AI process automation and real-time analytics to make smarter, profit-optimized decisions after the sale.
And now, with Unilog’s new integration, those workflows are available within the CX1 CIMM2 storefront.
Here’s what that means:
Customers can initiate returns, track repairs, and manage warranty claims directly from your site through SSO. At the same time, your teams get real-time visibility across finance, operations, and customer service.
Returns and warranty claims are high-friction moments in the customer journey. Our collaboration with Continuum lets us embed a smart, intuitive services workflow directly into our CX1 CIMM2 platform, minimizing complexity and improving the post-sale experience.
What Distributors Should Be Thinking About
When I asked Alex what distributors should consider when looking to modernize returns and warranty workflows, he called out three critical capabilities:
- Automation – Eliminate unnecessary touchpoints and manual case handling
- Accountability – Ensure vendor credits are claimed and disputes are minimized
- Integration – Connect workflows across ERP, finance, service, and customer-facing channels
This isn’t just about customer convenience; it’s about controlling cost and improving margins.
Making the Complex Simple with AI
The beauty of this partnership lies in how seamlessly it fits into CX1 CIMM2. With Continuum’s AI-enabled platform, Unilog customers gain:
- A fully embedded through SSO, self-service portal for post-sale workflows
- AI-driven decision support that adapts to product, customer, or vendor rules
- Faster resolutions and fewer escalations
- Better visibility across the lifecycle of a return, repair, or claim
It’s a smarter, simpler way to handle one of the most painful parts of B2B commerce—and turn it into a differentiator.
My Key Takeaway
Returns, warranties, and repairs may not be where the sale starts, but they’re often where customer trust is won or lost.
With Unilog’s CX1 CIMM2 platform and our partnership with Continuum, distributors now have the tools to turn post-sale chaos into competitive advantage.
Because in B2B, delivering great service doesn’t stop at checkout.
Want to See Smarter Returns in Action?
Join us for our next webinar, “Beyond the Buy Button: How AI is Transforming Returns & Warranty Workflows for Distributors”.
Date: November 20, 2025
Time: 1:00 PM EST
You’ll learn:
- Why post-sale workflows are one of the biggest untapped opportunities for distributors
- How AI process automation drives smarter, profit-optimized post-sale decisions
- Live demo of Continuum in action
- Q&A
