Our customer is a Swiss company that specializes in the development and manufacture of innovative implants made of carbon fiber-reinforced composite materials for medical technology. With this expertise, the company offers solutions that play a key role, especially in tumor surgery and spinal surgery. In order to optimize the efficiency of their processes and increase the quality of the data, the client turned to us for the implementation of a tailor-made CRM solution. The project aimed to use Dynamics 365 CRM Online for customer and lead management, as well as marketing and reporting. The challenge was to successfully migrate the previous CRM system (SugarCRM) and adapt Dynamics 365 Sales to the new requirements.
The Challenge – High Demands on Data Quality and Process Automation
The client faced several specific challenges in the management and quality of their data:
- Optimization of data quality: Previous processes in the CRM system were not sufficiently structured and led to incorrect data. The customer wanted a system that would allow for more reliable and detailed capture.
- Increased efficiency in data management: The team needed a solution that would automate data processes while making it easier to structure the company hierarchy and manage contact persons.
- Improved mapping of the company hierarchy: An accurate assignment and validation of the company hierarchy was essential to create error-free customer profiles.
- Automation and standardization of processes: A CRM system was required that automates repetitive tasks and establishes clear process flows, especially when addressing medical contacts with varying titles.
The Solution – Customized Dynamics 365 CRM Implementation
Our team implemented the Microsoft Dynamics 365 Sales solution, which supports both opportunity and customer management as well as marketing automation from start to finish. The implementation included the following core components:
- Consulting and customizing: After detailed requirements survey, we fully adapted the system to the customer’s industry-specific requirements. This included dynamic field overlays and mandatory field inputs that ensure increased data quality.
- Automated processes: The new solution automates business processes, such as the generation of appropriate salutations – an important point in the medical industry due to the differentiated titles – the assignment of the primary contact and the automation of business process flows according to the customer group.
- Support for Power BI Reporting: At the same time, we set up Power BI-supported reporting that provides insights into key metrics and simplifies decision-making processes.
- Global requirements: We integrated multilingual templates and optimized the CRM so that our client could work in a uniform manner internationally and tailored to their respective language needs.
Thanks to the comprehensive consulting and implementation of Dynamics 365, we have not only significantly improved our data quality, but also significantly simplified our internal processes. The adaptation to international requirements and the automated processes make our work easier and offer us more efficiency.