Case Study: TruGreen achieves AI-driven self-service and smarter operations with Microsoft Dynamics 365

TruGreen’s new take on technology—a catalyst for greener lawns and happier customers

TruGreen, the largest lawn care company in the US serving over 2.4 million customers, set out to transform its business with a focus on growth, efficiency, engagement and digital-first customer experiences. Under CIO Ayman Taha the company faced a cultural and technical challenge: tie together the end-to-end customer journey, enable self-service, become data-driven, digitize internal processes, and adopt emerging technologies without disruptive, high-cost overhauls.

Partnering with Microsoft, TruGreen built low-code prototypes using Power Virtual Agents, Power Apps, Power Automate, Dynamics 365 Customer Insights and Azure Computer Vision to deliver an AI virtual agent and image-recognition features in its mobile app. The bot handles routine inquiries and automates backend tasks, while image recognition identifies weeds and insects and surfaces knowledge-base content or schedules service. The result: faster, 24/7 self-service for customers, freed associates to focus on complex issues, actionable customer insights for predictive service, and a scalable platform driving higher productivity and improved customer satisfaction.

TruGreen

Ayman Taha

Chief Information Officer