• 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.

Talk with us

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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.

JW

Head of Design

With digital product design leadership and experience forged at great brands like Capital One, Intuit and Match® | The leading dating app for singles. Find better matches. among others JW brings the deep experience our clients demand in order to launch award winning digital products that delight and amaze users.

In addition, JW is a lecturer at Stanford's Hasso Plattner Institute of Design where he works with and mentors students in the art of creative thinking and design.

Steve Darnell​​

Chief Financial Officer​

Steve Darnell is a strategic financial executive with deep experience in driving fiscal performance, operational efficiency, and long-term value creation. As CFO at EX Squared, he leads financial planning and analysis, capital strategy, and risk management while partnering across teams to align financial goals with company growth. Steve brings a data-driven mindset and a strong foundation in corporate finance, helping steer the organization through key investment decisions and scalable business initiatives.

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.

Mike Peloquin​​

VP

It's not every day you get to work with amazingly talented people. I'm thrilled to say I do. They're not just the people who work here at EXSQ; they're the people we collaborate with at our clients. Together we form brilliant digital product ideas into innovative enterprise-scale digital products for some of the world's best brands. We set the highest standards, we work damn hard and we have a blast doing it.

Lisa Carolan​

VP, Delivery and Operations​

Lisa brings energy and innovation to analyze needs and define technology solutions to meet our customer goals. Her experience spans recognizable brands including HP, Sony, Lennar Homes, SLB, and Bank of America along with startup and growth phase organizations.

With two decades of experience spanning major brands like HP, Sony, Lennar Homes, and Bank of America, as well as startups, Lisa excels at driving results-focused strategies that align with client goals. Her expertise in designing and implementing technology has helped organizations innovate and scale, ensuring measurable engagement and outcomes that drive mutual success.

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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