CBI, the Confederation of British Industry, the UK’s premier business organisation, was using an on-premises CRM solution meaning they were not able to take advantage of the greater functionality of a cloud-based CRM system. It wanted to get closer to its members and understand when, how and why they bought additional services from the CBI. Its existing CRM solution could not achieve this. The CBI struggled to get its staff to adopt the old CRM solution, so it chose to switch to the cloud-based Microsoft Dynamics 365 platform, which would also enable them to integrate CRM with the rest of its Microsoft solutions. The tight integration across the Microsoft product family creates a compelling case for companies to move to Dynamics 365.
Since upgrading, the CBI has been able to integrate its financial systems (Microsoft GP) with Microsoft Dynamics 365. The CBI has now gained a flexible and fully integrated CRM system that offers the organisation a 360-degree view of all its data.
Future CRM projects for the CBI will help them to achieve their business outcomes by creating a better client service experience with portal integration and Voice of the Customer, while Power BI will help the management team to interpret and act on business