Formsteel Knight Group partnered with ERBrains to modernize its customer engagement and sales operations through Microsoft Dynamics 365 Sales Hub, Customer Insights Journeys, and SharePoint integration. By connecting website inquiries directly to CRM, automating lead management, and centralizing customer and document information, the organization improved sales productivity, accelerated lead response times, and created a more connected customer experience.
Formsteel Knight Group is a growing organisation focused on delivering exceptional customer experiences while expanding its sales and business operations. As customer interactions increased across digital channels, the organization recognized the need for a modern CRM platform capable of centralizing customer information, streamlining sales activities, and supporting personalized customer engagement.
To support future growth, Formsteel Knight Group sought to create a connected ecosystem that would improve collaboration, strengthen customer relationships, and eliminate manual processes across sales and marketing operations.
• Disconnected Business Systems: Customer inquiries, sales activities, and business documents were managed across separate systems, creating operational inefficiencies and fragmented data. • Manual Lead Capture Process: Website-generated inquiries were not automatically captured in CRM, causing delays in sales engagement and increasing the risk of missed opportunities. • Lack of Centralised Sales Visibility: Sales teams lacked a unified platform for managing leads, contacts, opportunities, and customer interactions throughout the customer lifecycle. • Inefficient Document Management: Business documents were distributed across multiple locations, limiting collaboration, accessibility, and operational efficiency. • Limited Customer Engagement Insights: The organisation had insufficient visibility into customer engagement activities, making it difficult to understand customer behaviour and interests. • Inability to Personalize Interactions: Without integrated customer data and engagement tracking, delivering targeted and personalized customer experiences remained a challenge.
• Centralised Customer Engagement Platform: Implemented Microsoft Dynamics 365 Sales Hub as the core platform for lead management, opportunity tracking, customer engagement, and sales operations. • Automated Website-to-CRM Integration: Developed a seamless integration that automatically captured website inquiries and created leads within Dynamics 365 for immediate follow-up. • Streamlined Lead Management: Ensured every customer inquiry entered the sales pipeline instantly and was routed to the appropriate team for faster response times. • Integrated Document Management: Connected Dynamics 365 with SharePoint to provide secure document storage, centralised access, and improved collaboration across teams. • Customer Insights & Journey Management: Implemented Customer Insights Journeys to support customer segmentation, engagement tracking, and personalised communication strategies. • Enhanced Customer Visibility: Enabled deeper insight into customer behaviour, interests, and engagement activities to support more targeted interactions. • Workflow Automation: Automated lead management, follow-up processes, and customer communications to reduce manual effort and improve operational efficiency.
The solution delivered centralized lead and opportunity management, website-to-CRM integration, automated lead creation, customer journey management, engagement tracking, personalized communications, SharePoint document management, workflow automation, customer interaction visibility, and unified customer data management.
Connected Customer Engagement Ecosystem: Unified sales operations, digital lead capture, document management, and customer communications within a single integrated platform. Integrated CRM & Collaboration Environment: Configured Dynamics 365 Sales Hub and SharePoint to provide complete customer visibility, streamlined lead management, secure document access, and improved team collaboration. Automation & Personalised Engagement: Leveraged Customer Insights Journeys and workflow automation to enhance customer engagement, improve responsiveness, reduce manual effort, and deliver more personalized customer experiences.
• Microsoft Dynamics 365 Sales Hub
• Microsoft Customer Insights Journeys
• Microsoft SharePoint
• Website-to-CRM Integration
• Lead Management Automation
• Customer Journey Management
• Workflow Automation
• Document Management
• Customer Engagement Tracking
The solution provides Formsteel Knight Group with a flexible and scalable customer engagement platform that can evolve alongside business growth. With centralised customer data, automated sales processes, personalised customer journeys, and integrated collaboration tools, the organisation is well-positioned to strengthen customer relationships and support future digital transformation initiatives.
Improved Sales Efficiency: Centralised customer information, lead management, and sales activities within a single platform, providing greater visibility into opportunities and customer interactions. Accelerated Lead Response: Automated website lead capture ensured inquiries were immediately routed into CRM, reducing response times and minimising missed opportunities. Enhanced Customer Engagement: Leveraged personalised communication journeys and customer behaviour insights to create more effective and targeted customer interactions. Stronger Collaboration & Visibility: Integrated SharePoint document management and unified customer data to improve collaboration, eliminate information silos, and support better decision-making. Scalable Foundation for Growth: Established a scalable digital platform capable of supporting future growth, customer engagement initiatives, and ongoing sales transformation.
