Less Busywork, More Impact: How AiSentr Saved Time For Selo’s Teams

The Company

Selo provides full internal doorset package, fire doors, to the construction industry, including steel riser doors. Due to their critical safety function, these products are naturally subject to strict regulatory standards. 

The Challenge

Martyn Keneally, Head of New Product Development at Selo, oversees all incoming new product ideas and requirements from customers and partners. Working closely with his team and external collaborators, Martyn ensures these requirements are translated into fully developed, market-ready products. 

However, the development process is often delayed by significant bottlenecks—primarily external.

Because Selo’s products are highly regulated, they must undergo rigorous testing to meet specific safety and performance standards. Each test can take 3 to 6 months to complete, with final certification sometimes taking up to a year. These lengthy cycles cause multiple projects to overlap, making project management complex and difficult to coordinate. 

In parallel, the sales and customer service teams depend heavily on the Product Team for critical information, including detailed testing standards and regulatory guidance. Much of this information is buried in lengthy technical documents, making it time-consuming to locate and verify.  

This not only disrupts the Product team’s workflow, but also means that the customer service and sales teams are often left waiting for responses, as the information they need must be thoroughly verified for accuracy before it can be shared—adding further delays to already time-sensitive interactions with clients. 

This not only disrupts the Product team’s workflow, but also means that the customer service and sales teams are often left waiting for responses, as the information they need must be thoroughly verified for accuracy before it can be shared—adding further delays to already time-sensitive interactions with clients. 

The Partnership

Martyn began exploring AI-powered document intelligence tools to alleviate the growing pressure on his team—and that’s when he discovered AiSentr. Its ability to seamlessly integrate with Selo’s internal knowledge base and empower the sales and customer service teams to independently access accurate information was a major advantage. For both Martyn and Selo’s Managing Director, this represented a valuable opportunity to reduce the team's workload and improve responsiveness. 

Crucially, in a highly regulated industry like theirs—where standards evolve, particularly in the wake of incidents such as the Grenfell tragedy—the questions coming from potential clients have become increasingly complex and detailed. This shift placed even greater demands on Martyn’s team, making it more time-consuming to find and verify the right answers.

The Solution

By integrating AiSentr with Microsoft Teams, Selo made the required knowledge base accessible across the company. Team members can now get accurate answers quickly, without relying on the Product team for every query. 

This has significantly reduced the burden on Martyn’s team, allowing them to focus on product development, while also enabling the customer service team to respond to prospect and client questions faster. The result is a more efficient workflow and an improved customer experience. 

The Results

AiSentr has reduced response turnaround times from hours to minutes, making critical information far more accessible across teams. 

Its natural language capabilities also play a key role—transforming complex, technical data into clear, everyday language that’s easier for team members to understand and communicate. This not only improves internal efficiency but also enhances clarity in customer interactions.