My Advice To My Former Self About A/R Automation: Do It Now! 

What you’ll learn

  • Know about the perception of a digital transformation expert with first-hand experience of handling finance
    operations at an extremely renowned CPG company, on how technology can be effective in A/R
  • Learn how post-crisis deductions management can be made easier for your team with the help of automation
  • Understand how digital customer experience can be greatly improved with the proper tech stack for your business

Former A/R practitioner Why your A/R needs automation right away This is what Cortney Herington, former finance & accounting veteran with 20+ years of experience, had to say about the importance of automation in her accounts receivable (A/R) function. Cortney is currently working as the Director of Digital Transformation at HighRadius. In this blog, she shares her first-hand experience handling finance operations at an extremely renowned CPG company. She highlights how technology enabled her A/R team to create a significant working capital impact in the CFO’s office. Let us read what best practices she has to share with us -

What advice would you give to your former self regarding A/R automation?

[Cortney]: If I had to give my former self one piece of advice about automating our A/R, I would say: Do it NOW! Every day that goes by with manual processes accounts for lost opportunity and money. The A/R department is not a back-office function anymore.

How automation helps A/R teams create significant working capital impact

I knew just one thing would be really hard. So the other thing I will say is I wish I had considered external vendors when planning my A/R automation project. In large organizations, we had lots of brilliant IT resources that were more than willing to build a solution internally.

My team and I spent 100s of hours working with them to develop a stop-gap to the problems we had and to put in automation for the order to cash processes. Only to discover, companies like HighRadius have perfected this problem — and the solution was so far beyond anything that we were trying to do. HighRadius has completed 1000+ successful A/R digital transformation projects.

As a finance person, you need to identify leading solution providers and allow them to take care of these processes so that you can focus on things that are proprietary to your business. You must know that the world of finance technology can get overwhelming at times, but you don’t have to decide everything on your own. Resources such as the Gartner Cost Optimization Framework will help you make the right decisions that enable your organization to thrive, despite economic turbulence.

Do you think customer experience is as crucial in the B2B world as it is in the B2C world? How would you say A/R leaders can help their teams become more customer-first?

[Cortney]: Yes. Everybody deserves a fantastic customer experience. A business is not just a business. It involves people, and that makes room for providing [it] targeted and personalized experiences.  In A/R, the time to build trusting relationships is now. A/R leaders need to understand that we can’t continue to do things the same way and hope for a different outcome.

The importance of building customer relationships

Focusing on customer expectations and satisfaction drives the ability to develop lasting relationships, which allows for insight when the customers’ needs are changing.

In my last role, we identified that the collections team was having trouble due to cash not being applied in time. The reason for that was because no one considered cash application challenges as the company expanded. With a simple cash application automation, we solved both these team’s problems and the deductions team, which was now resolving actual disputes and not involved in managing incorrect cash posting. Our data was in a better place, and our collectors felt more confident on customer calls. Customers, too, started reacting positively to our outreach. The A/R executives enabled their teams to take pride in their job and be happy with their work. The moral of the story is that the first step in the right direction had positive downstream benefits.

How automation helps with data management and seamless process workflows

What are the biggest challenges that A/R leaders at enterprise Consumer Goods companies face? How can they tackle these challenges?

[Cortney]: When working in my previous organization, which was also in the consumer goods space, I felt that our most significant challenge was not applying cash correctly. But after researching further, I realized we also had problems with deductions and collections. We had many customers taking unauthorized deductions.

The three things critical for an A/R function to be best-in-class in the industry

As a typical CPG company operating with low margins and in a highly complex business environment, we had thousands of customers, large and small. The broad scope of our A/R process puts a lot of pressure on our collectors. In addition to this, they had to work with multiple partners in multiple systems and hold customers to their agreed-upon terms. To solve such challenges, the first line of defense for the A/R executive is awareness. Next is ensuring the team has access to the correct data to make critical decisions. Another crucial factor is having a single system that can collect and organize all related information for the A/R department.

I can’t stress enough how much time goes to waste every day for A/R teams to sift through emails and log into portals – where no two are alike, document repositories, ERP systems, etc. So I again reiterate, executives need to start by identifying gaps in their current processes and then devising a plan of action for continuous improvement and automation to fill those gaps

What would be the single most important reason that you would like to give a person who is considering the digital transformation of their A/R function?

[Cortney]: Well, putting everything in one single reason is a little tricky, so there are a few I would like to highlight. The first is access to decision-ready data. A/R functional leaders are often quite intuitive when it comes to identifying future challenges. And they’re great at highlighting their concerns to executive leadership. However, they do not have the required data to back their intuition most of the time.

Automation, machine learning, and AI provide the data behind the decisions, and if you do it right, it’s all available to you in a single platform. It’s also readily available for the team, allowing them to make more accurate predictions.

A centralized system that provides 360-degree visibility ensures more accurate decision-making

Automation is beneficial in an environment where market conditions change by the minute. For example, in some organizations, COVID required them to pivot and sell to a new customer and even into new markets. Using automation, the credit department can gain real-time access to this new potential customer’s data, assess it in real-time, and not lose the opportunity to enter a new market. It also allows us to keep tabs on any customers who may have changed risk profiles.

An end-to-end integrated system provides visibility into cash flow, allowing the finance department to forecast the long-term impact of the crisis on the organization, and communicate the same to other business functions. These tools, automation, machine learning, and AI, will better enable leaders to build an agile A/R function that is prepared to handle radical economic diversity.

What would be the one thing you would like to say to peers in the consumer goods industry as we come to the end of this interview?

[Cortney]: While some of us might have been lucky the first time and were able to survive the pandemic, despite existing process gaps, I don’t think we will be lucky next time. We need to future-proof our business, and digital transformation is necessary to drive that initiative.

Today, you either accelerate digitally, or you risk the survival of your organization. But remember, when it comes to digital transformation, make sure that you have realistic expectations from technology. Work with the right partners to achieve desired results. Most importantly, remember that you are critical to your business. No area of the business can operate with cash. Your customers, too, are of utmost importance. Keep them at the center of your plan in the transformation journey. Lastly, in the words of Winston Churchill, “Never let a good crisis go to waste.”

A/R leaders need to have realistic expectations from an automation tool


For A/R leaders across the consumer goods industry, digital transformation is like a boon for handling finance operations at a renowned CPG company. Tools like automation, machine learning, and AI will better enable leaders to build an agile A/R function that is prepared to handle sudden changes like the ones we faced due to the COVID-19 pandemic. And digital customer experience can be significantly improved with the proper tech stack for your business.

As a finance person, you really need to spot leading solutions and allow them to take care of the processes so you can focus on things that are proprietary to your business.

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HighRadius Cash Application Software enables the end-to-end automation of the cash application process that covers major benefits such as AI-enabled data capture for remittances, auto-linking of payments with open invoices, cost-cutting on lockbox fees and easy compatibility with any system due to its ERP-agnostic Saas infrastructure. Apart from the major benefits that it has, there are some key features which can not be missed out, some of them are Email Remittance capture, Discounts and Deductions Handling, Check Remittance Capture, Web Remittance Capture, Invoice Matching, and RDC & Mobile Payments.