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Centralized customer engagement platform
The customer wanted to unify and effectively scale its sales, customer support, and field service operations to eliminate inefficiencies and support future growth. Itransition conducted a thorough business analysis and implemented an integrated customer engagement management platform based on Microsoft Dynamics 365, automating sales, customer support, and field service operations, reducing time-to-revenue, and driving cost savings.
30%
faster sales cycle
19%
more deals closed
35%
increase in customer support team efficiency
All technologies used
Engagement model
About the customer
Our customer is a European manufacturer and distributor of specialized medical equipment used by large hospital groups, private healthcare networks, and specialized medical centers. The company also provides equipment installation and maintenance services delivered through a network of field service engineers and regional partners.
Industry
Healthcare & Pharma, Manufacturing
Location
HQ in Europe with operations across 15+ countries
Size
500+ employees
Annual revenue
€220 million
The challenge
With steady business growth, the company faced a number of operational challenges that limited its ability to scale B2B sales, customer support, and field service operations effectively and support business expansion at the desired pace:
- Inefficient workflows across sales, customer support, and field service teams, including manual data capture from sales channels, time-consuming sales forecasting, reactive service request management, and manual tracking of customer service agents, led to operational inefficiencies, limited data visibility, and challenges in delivering a consistent customer experience across regions.
- Lack of centralized systems made it difficult to track leads, customer interactions, contract terms, and service records and resulted in poor team coordination and missed upsell, cross-sell, and contract renewal opportunities.
- Inefficient field service coordination, including manual technician scheduling, and limited visibility into engineer availability, job status, and spare parts details, led to delayed service visits, inefficient travel planning, longer equipment downtime, and customer dissatisfaction.
- As sales pipeline, service work orders, and support cases were tracked in separate systems, the company couldn’t get a consolidated view of key performance indicators, such as forecasted revenue, technician utilization, SLA performance, and case resolution metrics, and make accurate revenue forecasts.
- Without self-service tools, customers had to contact support for routine service requests and issue reporting, which led to higher case volumes, longer resolution times, and increased workload for service agents and technicians.
The solution
At a glance
Itransition implemented a unified customer engagement solution based on Microsoft Dynamics 365 Sales, Customer Service, and Field Service to streamline the entire customer lifecycle, from lead management and sales operations to post-sales support and field service. The platform features AI-driven automation, omnichannel customer support, and mobile access capabilities, ensuring faster response times, improved operational efficiency, and consistent customer experience.
Business needs analysis & platform selection
Itransition initiated the project with the discovery phase aimed at understanding the customer’s business processes, objectives, and key operational challenges and inefficiencies. After conducting a series of interviews and collaborative workshops with key stakeholders, including members of the technical team and department heads, Itransition’s experts identified the issues affecting overall efficiency, customer satisfaction, and revenue growth and recommended implementing a unified customer engagement management platform.
The expert team conducted a comparative assessment of several CRM platforms, and the customer ultimately chose Dynamics 365 due to its end-to-end CRM and service management capabilities, native connectivity with Microsoft tools, such as Outlook, Teams, and SharePoint, cost-effective licensing, and offline mobile support for field service workers.
Solution implementation
Itransition implemented an integrated solution based on Microsoft Dynamics 365 Sales, Customer Service, and Field Service to support the entire customer lifecycle, from lead management to after-sales service and field operations. The delivered solution can seamlessly scale as the company’s business needs evolve and ensures quick user adoption thanks to familiar interfaces and native integration with tools already in the company’s daily use.
Sales operations
The Dynamics 365-powered solution enables centralized lead and opportunity management, capturing inquiries and tracking opportunities, to ensure structured follow-ups and improved conversions. It also facilitates fast, accurate price quotes for bulk B2B orders, accelerating sales cycles and improving responsiveness to end-client requests. Seamless integration with Microsoft Outlook streamlines communication and activity tracking across teams, while real-time visibility into the sales pipeline empowers the customer to forecast revenue accurately and make data-driven decisions for inventory and production planning.
Customer support
The system centralizes case management by logging all requests in a single platform and linking them to the relevant sales history. Customer inquiries are then automatically routed to the appropriate support teams, with high-priority issues auto-assigned based on urgency and service level agreement (SLA) commitments to ensure faster response times and SLA compliance. Service contracts and warranty terms are tracked automatically, and support agents get automated alerts for suggesting upsell opportunities based on customer activity.
The platform provides omnichannel support and a knowledge base, enabling customers to access 24/7 assistance via email, chatbot, phone, and a self-service portal. Self-service capabilities allow users to resolve common issues independently, reducing support ticket volumes.
In addition, an integrated AI Copilot assists human agents during case processing, streamlining resolution by suggesting potential solutions, next-best steps, and relevant knowledge articles.
Field service management
The delivered solution enables proactive maintenance through recurring service schedules and usage-based triggers, ensuring timely equipment check-ups and part replacements to minimize downtime. With sales, customer service, and field operations data consolidated in one system, teams can efficiently schedule and manage work orders and service activities.
The system also supports optimized dispatching and route planning by automatically assigning technicians to specific maintenance activities based on their skills, proximity to the job site, and availability, improving resource utilization and accelerating service delivery.
Additionally, technicians can easily access details on customer service history and performed activities on-site via a mobile application, while managers monitor ongoing work orders and technician activities in real time to enable faster, more accurate decisions.
User onboarding
To reduce the learning curve and ensure a smooth transition to the new system, we delivered comprehensive training sessions focused on Dynamics 365 CRM features. Tailored to different user roles, including sales representatives, managers, and admins, the sessions included hands-on workshops, real-life use case demonstrations, and guided walkthroughs of key system features.
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The outcome
Since the system’s implementation, the customer has achieved:
01
Accelerated time-to-revenue and improved sales pipeline velocity
02
Higher closed deal rates through enhanced lead management and sales automation
03
Improvement in customer support team efficiency, enabling faster response times and improved service quality
04
Increased contract renewals and upsell revenue
05
Reduced operational costs through process automation and self-service options
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