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Suzuki GB PLC faced significant challenges with their outdated customer relationship management (CRM) system, which was built around multiple interfaces and relied on third-party manual processing.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 ability to effectively communicate with customers and gather reliable insights. Recognizing the need for modernization, Suzuki aimed to migrate their on-premises CRM to the Microsoft Cloud, utilizing Microsoft Dynamics 365, Microsoft Power Platform, and Microsoft Azure to enhance data management and customer engagement. To address these issues, EY's Microsoft Group collaborated closely with Suzuki to develop a tailored solution that emphasized a human-centered approach. The project involved a comprehensive review of existing processes, aiming to improve usability and integration while automating critical data feeds. The migration strategy focused on consolidating and simplifying data management, which included reducing the number of database interfaces and implementing automated data cleansing tools to ensure data quality. This agile implementation allowed for quick decision-making and effective change management throughout the project. The results of this transformation were substantial. Suzuki achieved a centralized system that provided accurate and holistic customer data, significantly improving their marketing initiatives and customer communications. The automation of data processes led to a notable reduction in manual effort, allowing employees to focus on core business areas. Furthermore, Suzuki's enhanced data capabilities contributed to their recognition as the number one automotive brand in the UK Customer Satisfaction Index in July 2022. 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 and improved customer relationships.
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