From Salesforce to Dynamics 365: A Rapid Customer Engagement Transformation
A More Connected Customer Engagement Platform
A leading manufacturer of fire, rescue, and emergency response equipment was preparing for a significant technology transition. As part of a larger organization that had standardized on Microsoft technologies, the company needed to move from Salesforce to Dynamics 365 before its Salesforce licensing renewal while maintaining continuity across sales, service, and marketing operations. With a 15-week window to complete the transition, the organization needed a practical approach that would support immediate business requirements while positioning the business for future growth.
Having worked with the company’s corporate IT team for several years, Stoneridge Software was engaged to help lead the transition. The project involved migrating years of customer and operational data, aligning processes across multiple brands, and implementing a connected Dynamics 365 environment that would support the organization’s long-term technology strategy.
Business Challenges: Balancing Modernization and Standardization
The emergency equipment manufacturer had relied on Salesforce for many years and developed processes, workflows, and supporting systems around the platform. As plans were made to transition to Dynamics 365, they needed to preserve critical customer information while creating a more standardized approach across sales, service, and marketing operations.
As part of a larger organization with more than 60 operating companies, the manufacturing client was also working toward broader standardization of business processes and technology platforms, making consistency across teams an important consideration throughout the transition.
Key Objectives
- Transitioning to Dynamics 365 from Salesforce before approaching licensing renewal
- Migrating customer, sales, service, marketing, and historical CRM data
- Consolidating processes across multiple brands and business units
- Integrating Dynamics 365 with Microsoft Teams, SharePoint, telephony, and other business systems
- Replacing legacy workflows with standardized sales and customer service processes
- Establishing a scalable platform for future automation, reporting, and AI initiatives
A More Connected Customer Engagement Platform
Working closely with the client’s business and IT teams, Stoneridge Software implemented a connected Dynamics 365 environment designed to support customer engagement across sales, service, and marketing functions.
Solutions included:
- Dynamics 365 Sales
- Dynamics 365 Customer Service (Copilot Service Workspace)
- Customer Insights – Journeys
- Omnichannel Voice
- Microsoft Teams integration
- SharePoint integration
- AI-driven call handling and conversation intelligence capabilities
With a defined 15-week implementation window, the project team focused on delivering the capabilities needed for a successful go-live while establishing a foundation for future enhancements.
To support the transition, Stoneridge migrated customer, sales, service, marketing, and historical CRM data from Salesforce into Dynamics 365. The team also integrated key business systems and rebuilt core processes for lead management, case management, routing, queues, activities, and task management.
Beyond the technology implementation itself, the project created an opportunity to standardize customer service operations, improve visibility across customer interactions, and introduce marketing automation capabilities through Customer Insights – Journeys. By connecting these activities within a single platform, teams gained a more complete view of the customer experience.
“The team worked well together and were dedicated to delivering a solution within an extremely tight window. We stayed focused by keeping business priorities front and center and concentrating on the capabilities that would have the greatest impact. The result was improved efficiency and processes, better visibility into the business, and a solid foundation they can improve upon in later phases.”
– Dana Service, Solution Architect, Stoneridge Software
Results: Establishing a Foundation for Future Growth
Through a focused implementation approach, the organization and Stoneridge Software successfully transitioned to Dynamics 365 while keeping critical sales, service, and marketing operations moving forward.
The new solution delivered:
- A complete CRM replacement within a 15-week implementation timeline
- Migration of core customer, sales, service, and marketing data from Salesforce
- Standardized customer service and lead management processes
- Integrated sales, service, and marketing capabilities
- Improved visibility into customer interactions and service performance
- Microsoft Teams, SharePoint, and telephony integrations within a connected environment
- AI-enabled customer service functionality and conversation intelligence capabilities
- A scalable platform for future automation, reporting, and AI initiatives
Bringing customer engagement functions together within a single Dynamics 365 environment improved consistency across teams while supporting broader efforts to align technology platforms across the business.
The implementation also positioned the organization to take greater advantage of Microsoft’s connected ecosystem. With sales, service, marketing, and customer interaction data now working together in a unified environment, teams have a stronger foundation for AI, automation, reporting, and future enhancements as business needs evolve.
