The BlueLine Rental Company Turnaround

By Kristen Wells, Zinc

BlueLine Rental is a coast-to-coast construction equipment rental company, committed to safe, fast, and reliable service. They are the 4th largest construction equipment rental company in North America, with 130 locations and 1800 employees.

The epitome of deskless, BlueLine’s workforce is made up of 330 salespeople who are out in front of customers, 200 inside sales people who run operations at the branches, and 1500 drivers and mechanics who spend their day servicing customers.

In Need of a Solution

When CEO, Asterios Satrazemis joined BlueLine Rental in Jan 2016, the business was losing hundreds of millions of dollars annually. In order to turn around the business, Asterios placed a huge emphasis on culture and communication — which led him to finding Zinc.

A big part of what BlueLine does is making sure communications are clear with both customers and employees, because the needs of customers are constantly changing. In order to do this, Asterios looked for a solution that would allow him to create an “active communication loop” with his employees and end the use of one-way emails and Jive postings that went unread.