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Suzuki GB PLC faced significant challenges with their outdated customer relationship management (CRM) system, which was built around multiple interfaces and relied on third-party manual processing. This legacy system not only increased operational risks but also hindered the company's growth potential, leading to unreliable data and poor customer communication. Recognizing the need for modernization, Suzuki sought to migrate their on-premises CRM to the Microsoft Cloud, aiming to enhance data management, improve customer insights, and automate processes. To address these issues, EY's Microsoft Group collaborated closely with Suzuki to implement a comprehensive solution using Microsoft Dynamics 365, Microsoft Power Platform, and Microsoft Azure. The approach was not merely a direct migration; it involved a thorough review of existing processes to enhance usability and integration. The EY team focused on simplifying the data architecture, improving data quality, and embedding robust data management and security measures. This included reducing the number of database interfaces and developing a centralized, cloud-based solution that streamlined data flow and eliminated the overhead of physical infrastructure. The results of this transformation were significant. Suzuki achieved a centralized system that provided a comprehensive view of customer interactions, enabling more intelligent and efficient communication. The automation of critical data feeds led to a substantial reduction in manual effort, allowing employees to focus on core business areas. Furthermore, the accurate and timely data facilitated improved marketing initiatives, ultimately contributing to Suzuki being recognized as the number one automotive brand in the UK Customer Satisfaction Index in July 2022. This recognition underscored the effectiveness of the new Microsoft solution in strengthening customer relationships and supporting Suzuki's strategic goals, including their commitment to a greener agenda. The ongoing collaboration with EY ensures that Suzuki continues to benefit from regular updates and innovations within the Microsoft ecosystem, positioning them for sustainable future growth.
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