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We live in an age where technology is advancing rapidly every day. And it’s difficult to keep up with, right? The technology and CRM systems you used to set up your business with at the beginning just can’t cope with these advancements. As a result, your customer experience is starting to suffer.

There’s a way to fix this, though. You don’t need to struggle with endless paperwork, an out-of-date ERP system or a lack of access to buyer data.

Here are three case studies of brands that have drastically transformed their customer experience through implementing new tech.

1. Orangebox

Orangebox is an innovative UK based company who research, design, create and install office furniture. They were relying on multiple systems to manage their customers. But these systems were not fully integrated, meaning that their end-to-end customer journeys just weren’t documented.

They faced severe issues in:

  • Transport operations
  • Delivery
  • Installation & services
  • Integration

Orangebox video casestudy thumbnail

Orangebox installed Microsoft Dynamics 365 Field Service which provided system support for planning, scheduling, skill maintenance and mobility. This reduced the manual effort required to access all this information, creating a smooth, streamlined system that was straightforward for employees to use.

Furthermore, the efficiency and productivity of this solution has allowed Orangebox’s customer services and relationships to flourish.

Because all their customer data is now in one place (in a centralised CRM system), the team can provide better customer service as they have all their data stored in one easily accessible and safe place. They can respond to customer queries, offer personalised recommendations and create tailored marketing messages without trawling through multiple systems.

Trustworthy customer experience? We think so.

2. Canon

Canon Europe is one of the biggest providers of photography equipment worldwide. In 2009, their offices were all operating separately using different methods, many of which were outdated. The result was a customer experience inconsistent with Canon’s brand.

The team could not:

  • Access each customer’s sale history. When a customer rang with an issue, they weren’t able to look up their history as it wasn’t accessible across their offices
  • Allow customers to track their purchases as there were no online engineer services
  • Keep up with their competitors because due to their lack of management. They were losing revenue
  • Handle their global management effectively

To stay competitive and provide customers with outstanding service, they had to update their CRM system and implement a centralised, outsourced contact centre.

They had a self-service web portal integrated into their website so that customers could easily organise products, perform a self-diagnosis and raise track and trace service requests whenever they want to. The portal resolves most of the smaller queries of their customers, freeing up engineers to deal with the bigger issues.

Portrait of a photographer covering her face with the camera

Since Canon has updated their tech, there's greater transparency between retailer and customer now.

Their business is at its best.

3. Greg Rowe Limited

Greg Rowe Ltd is an award-winning designer and manufacturer of 4-in-1 taps. In recent years, their business has seen significant growth, and they were determined to maximise their product innovation.

The manufacturer began to explore direct route to marketing, and they specifically wanted digital technologies to help them expand their strategies.

They wanted achieve and end-to-end unified view of their buyers’ journeys, and they struggled in particular with:

  • Manually doing all their CRM which put pressure on their small team
  • Their eCommerce was growing rapidly and they were struggling to keep up
  • Their legacy systems were inefficient, and this was labour intensive and expensive

Greg Rowe Ltd decided to install both Microsoft Dynamics CRM and Microsoft Dynamics 365 Business central. This revolutionised their company. Not only can all their teams now function with transparency, but they also have more time to spend on customer relations.

Water running from a tap into a kitchen sink

Moreover, customer cases and details are all automated and synthesised into one system, meaning that their customer engagement is way more effective than it used to be.

Using technology revolutionised Greg Rowe Ltd.

And the result has been undeniable customer success.

Your customer experience can benefit from the right CRM technology too

Are you convinced yet? We hope you are.

We believe that your brand can benefit from transforming your customer experience with innovative, cutting edge technology. With sophisticated management systems in place, you’re bound to up your marketing game, generate more leads and boost your revenue.

CRM is essential for outstanding, memorable customer service and expectations these days. For more information, download our info sheet and discover the statistics to support CRM investment below.

Download now


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Your CRM system centralises your customer data so finding what you need to personalise customer engagements can be fast and easy. Your ERP system centralises your back-office data so again, finding what you need can be fast and easy. Integrate these two systems and you can centralise the data from both of these systems.
Having been involved with ERP over a number of years from a customer perspective, I’ve seen how the right ERP solution can help transform the way a business performs and brings all the relevant data and processes together under ‘one roof’. 
In a recent report we released in association with the Retail Gazette, over 110 organisations from their UK readership were surveyed. It was found the retail industry had seen the equivalent of five years of change over the 12-month period of this pandemic.
How well do you think your business knows its customers? Did you know the answer to that may well stem from your ERP-CRM integration? After all, your ERP system will help you manage your back-office activities while your CRM focuses on your front-office. So, an integration will allow you to access the right data at the right time.
An ERP and CRM system may both centralise data, eliminate siloes and boost the efficiency and profitability of a business. But they’re not the same thing. The biggest difference is an ERP system can manage back-office tasks to help you reduce overheads and improve process and cost efficiency. It is the official and legal transactional system of record for your business while a CRM system, which manages front-office tasks to help you boost sales volume, is not transactional in the same way.
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