First Group Transforms Customer Engagement with Microsoft Dynamics 365
By implementing Microsoft Dynamics 365 Marketing and Customer Insights, First Group automated key business processes, improved efficiency, and gained an integrated customer view across operations.
The CRM Team
Oct 12, 2025
6 Mins Read
Background & Challenges
Before implementing Microsoft Dynamics 365, First Group relied on manual systems and processes to manage customer relationships and operations. The organisation used a self-developed property management tool with no CRM integration, resulting in inefficiencies, data silos, and slow decision-making.
Key Challenges Included:
- No central CRM or marketing system to manage customer data and engagement.
- Manual administrative processes leading to higher operational costs.
- Limited visibility into customer interactions and preferences.
- Fragmented data across different systems.
The solution: Dynamics 365 + The CRM Team
With support from The CRM Team, First Group implemented Microsoft Dynamics 365 Marketing and Customer Insights, transforming how customer information is collected, analysed, and used across departments.
This digital shift enabled the organisation to move from manual tracking to intelligent automation, unlocking data-driven insights for improved engagement and strategic decision-making.
With Microsoft Dynamics 365, First Group:
- Automated marketing campaigns and workflows.
- Unified customer data for a complete 360° view.
- Reduced administrative costs through automation.
- Improved segmentation and personalised customer communication.
- Enabled leadership with real-time reporting and analytics.
Real impact, real results
Key Outcomes:
Automation & Efficiency
Core administrative tasks that once took hours are now completed automatically.
360° Customer View
Teams have unified visibility into customer preferences, interactions, and purchase behaviour.
Lower Costs
Reduction in manual labour and reporting overheads.
Scalable CRM Foundation
The platform allows First Group to scale and add new Dynamics 365 modules as they grow.
Conclusion
With the guidance of The CRM Team, First Group successfully transitioned from fragmented systems to a unified CRM environment using Microsoft Dynamics 365.
The solution provides measurable improvements in efficiency, data accuracy, and customer engagement, positioning First Group for future growth.
Streamline Your Operations Today
Discover how The CRM Team can help your organisation build smarter customer connections and achieve operational excellence with Microsoft Dynamics 365.