Case Study: Microsoft Dynamics 365 Implementation for an Automotive client

Client Overview

Company: Confidential
Industry: Heavy Vehicle Manufacturing
Location: UK MiltonKeynes – HQ Sweden

Employees: 58,000+
Annual Revenue: $18.2 Billion

A leading manufacturer of heavy-duty trucks for industrial and commercial logistics facing challenges in customer engagement, disjointed processes across departments, and legacy financial systems, the company sought a unified solution to streamline operations, drive insights, and modernize its digital ecosystem.

Business Challenges

1. Marketing
   • Fragmented customer data across CRM and third-party tools
   • Lack of campaign performance analytics
   • Inability to segment audiences by industry, geography, and truck type effectively.
   • Lack of visibility of current capabilities, processes and systems
   • Lack of end to end process integration
2. Sales
   • Manual quote generation with frequent errors.
   • Disconnected processes.
   • No centralized view of customer interactions.
   • Poor lead-to-opportunity conversion tracking.
3. Customer Service
   • Disconnected call center and field service data
   • No real-time visibility into service requests or SLA tracking
   • Reactive rather than proactive maintenance scheduling
4. Finance
   • Legacy ERP with limited integration and reporting capabilities
   • Cumbersome month-end closing
   • Lease approval and customer credit process too complicated

Solution Overview

The organisation implemented Microsoft Dynamics 365 to unify their core business processes:

• Dynamics 365 Marketing for campaign automation and customer journey orchestration.
• Dynamics 365 Sales for opportunity management and pipeline forecasting.
• Dynamics 365 Customer Service & Field Service for omnichannel support and connected field operations.

Dynamics 365 Finance for global financial management and analytics.

Implementation Strategy

Phase 1: Discovery & Design (2 Months)

• Stakeholder workshops across departments.
• Process mapping for lead-to-cash and order-to-cash lifecycles.
• Data audit and readiness assessment.

Phase 2: Implementation (6 Months)

• Configuration of D365 modules to reflect business processes.
• Integration with:
  • Azure Data Lake (data warehousing)
  • Power BI (analytics dashboards)
  • IoT sensors on trucks (predictive maintenance)
• Migration of 10 years of historical data from legacy ERP and CRM systems.

Phase 3: Testing & Training (3 Months)

• UAT across sales, finance, and service teams.
• Customized role-based training programs.
• Global rollout in stages (UK > EU > APAC).

Key Features Delivered

Marketing

• Centralized customer database with AI-based segmentation.
• Multi-channel campaign automation (email, events, social media).
• Real-time lead scoring and campaign ROI tracking.

Sales

• Guided selling using Dynamics 365 Sales Insights.
• CPQ (Configure, Price, Quote) integration for fast quote generation.
• Mobile app for field sales to access real-time inventory and customer history.

Customer Service & Field Service

• Integrated call center and field operations.
• Predictive maintenance alerts using IoT data.
• SLA dashboards and escalation workflows.

Finance

• Global chart of accounts and automated consolidation.
• Real-time cash flow forecasting.
• Automated AP/AR, fixed asset, and expense management
• Integrated customer credit verification and approval process wit exception handling workflow