Skip to content 
New Google Cloud routing technology helps us get the right specialist to your door, on a faster route, at the time we promised.
At Proforce, growth only counts for something if our service keeps improving along with it. As we have expanded across Florida, Georgia, North Carolina, South Carolina, and Virginia, one question has stayed front and center: how do we serve more homes and businesses without giving up the experience our customers rely on?
The answer is an investment most customers will never notice directly but should feel on every visit. We have partnered with Afi Labs to build the Proforce Route Planner, a custom routing system that runs on Google Cloud and now drives our daily field operations.
The challenge behind every appointment
Good pest control comes down to getting the right technician to the right address at the right time. At our scale, that is harder than it sounds.
Each day, our service professionals cover a wide and growing territory, work around heavy commuter traffic, and take on jobs that call for specific licensing. A termite specialist should not be sent to a mosquito-only visit. Schedules set weeks ahead still have to shift for urgent requests and warranty calls. As we added locations and customers, planning all of it by hand started to slow us down.
“This ensures the route density stays high, which is the key to profitability in pest control.” Mark Shorr, Proforce CEO
A smarter system, built on tools our teams already use
Instead of replacing the software our teams depend on, we worked with Afian Anwar, CEO of Afi Labs, to make it sharper. The Proforce Route Planner connects the Google Maps Route Optimization API, known as GMPRO, with FieldRoutes, our field service management platform.
Planning now happens in a dedicated app that stays in sync with FieldRoutes through a custom pipeline built on Google BigQuery. Our teams keep the workflows they already know while gaining Google’s routing algorithms and live traffic data. Dispatchers can adjust routes by hand or hand them off to GMPRO for full automation, and a map view shows where every customer sits and the best order to reach them.
What it means for our customers
The payoff is already showing up in the numbers. With GMPRO running our routing, we have cut the time our team spends planning routes by 45 percent and reduced the hours our service professionals spend stuck in traffic.
Less time on the road means more time on your property, doing the work properly. Better routing also makes it easier to send the right specialist for each job and to leave room in the day for the attentive, personal service that sets Proforce apart.
“We’re redefining what a pest control company can be by combining operational excellence with better technology and exceptional customer experiences.” Mark Shorr, Proforce CEO
What comes next
This is only the first phase. Next, we will use GMPRO to build optimal weekly and monthly schedules, so every customer is seen at the frequency we agreed on, by the team best suited to the work.
It is one more way we keep our promise. Pests out, peace in.
Want to see what dependable, on-time pest control feels like? Reach out to Proforce and find out.
Source: This article draws on the Proforce Pest Control case study published by Afi Labs. Read the full case study at afi.io/case_studies/proforce.