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February 23rd, 2026 25 min read
CRM implementation visualization with an experienced partner
CRM Implementation: Stages, Costs, and Best Practices — A Complete Guide from Analysis to Launch
CRM implementation is a step toward streamlining sales and customer service processes, centralizing data, and creating unified customer engagement logic across every stage of the journey. A well-structured CRM implementation enables businesses to operate predictably, make data-driven decisions, and deliver consistent customer experience—rather than relying on managers’ memory, disconnected spreadsheets, or fragmented solutions. The relevance of this approach continues to grow amid shifting customer expectations. According to a study by PwC (PricewaterhouseCoopers, a global audit and consulting network), 55% of consumers stop buying from a company after several negative interactions. Another 32% leave due to an inconsistent customer experience. In other words, customers rarely give a second chance to businesses that lack structured processes and reliable data. Trust is another critical factor. A Forbes forecast for 2026 states that customer experience is increasingly perceived as a measure of a company’s reliability. According to the research, 83% of consumers say that a high-quality customer experience directly increases their trust in a brand. At the same time, even the friendliest service falls short if a company fails to deliver on its promises or allows chaos in customer interactions. That is why CRM implementation should be viewed as a strategic initiative. In this article, we will explore three key aspects without which successful CRM implementation is impossible:
  • the stages of CRM implementation — from needs analysis to launch and optimization,
  • the cost of CRM implementation and the factors that influence it,
  • best practices that help businesses ensure real adoption of the CRM system by their teams.

What CRM Implementation Brings to a Company: From Processes to Results

In practice, CRM implementation is a systematic transformation of how a company works with customers, data, and internal teams. The CRM implementation process begins with structuring business processes and culminates in establishing a unified, transparent approach to sales and customer service across the entire organization. When executed properly, CRM implementation reshapes the logic of day-to-day operations: data no longer “lives” in employees’ heads or scattered files but becomes a shared corporate asset. A CRM system records every customer interaction — from the first contact to repeat sales — ensuring transparent tracking of agreements, statuses, and interaction history. Most often, CRM implementation and launch cover several key areas:
  1. Sales — lead and opportunity management, pipeline visibility, and forecasting.
  2. Customer service — request tracking, response times, and service quality control.
  3. Customer relationship management and repeat engagement cycles — preserving interaction history and enabling personalization.
  4. Marketing — customer base segmentation, outreach campaigns, and performance measurement.
  5. Analytics and reporting — clear performance indicators for leadership and teams.
CRM implementation requires clearly documented processes and mechanisms to ensure their consistent execution. This is why automation and integration play a critical role: a CRM system integrates with email, telephony, websites, feedback forms, and other business tools. Together, these capabilities minimize manual work, improve employee productivity, and reduce the risk of errors. Another significant shift is team collaboration. Using a CRM system in daily operations establishes shared rules across the company: who is responsible for customers at each stage, how deals are handed over, and how results are recorded. Ultimately, the business gains a cohesive system for managing sales, marketing, and service. This is the core value of CRM implementation — increasing predictability, scalability, and overall operational efficiency while creating a foundation for sustainable growth and customer trust. IBM (International Business Machines Corporation) notes that CRM adoption drives revenue growth while reducing both direct and indirect costs. On the one hand, CRM helps increase revenue through more precise management of offers, pricing, and customer value development. On the other hand, the system enhances operational efficiency by consolidating customer data, purchase history, and service requests — reducing time loss and easing the workload on sales and support teams. Indirect cost optimization also plays an important role. This can be achieved by using a unified CRM platform, tailoring its functionality to real business needs, and enabling employees to adapt quickly to the system. Collectively, these factors directly influence long-term customer value: according to IBM, automating CRM processes can increase customer retention by an average of 15%, making CRM a powerful lever for sustainable business growth.

Where to Start CRM Implementation to Ensure Your Investment Pays Off

According to research by 99firms, around 30% of CRM implementation projects fail. This shows that the technology itself is not a “magic wand” — it is merely a tool. Success depends on how well a company defines its goals, prepares processes and data, and trains its team to work with the system. The most common mistake businesses make is starting CRM implementation by choosing a solution. At this stage, it is too early to compare functionality or calculate license costs. To achieve real results, companies should first answer several fundamental questions about how their business operates. These answers form the framework for budget, scope, and solution complexity. Before implementing a CRM system, it is crucial to define goals: what exactly should change — sales control, transparency of customer interactions, service speed, or analytics for managerial decisions? Next, understand how current processes work: where are time losses, manual tasks, or dependencies on specific specialists, without whom processes effectively stop? For example, if access to customer data or reports is limited to one person, their vacation, sick leave, or departure creates significant risks. The third focus is data: how is it stored, how up-to-date is it, and does the company have a single source of truth? Finally, consider the people: who will use the CRM system, and how will it affect their daily work? This approach helps avoid unnecessary costs, complex adjustments, and situations where the system is technically implemented but not actually used by the team. A brief pre-implementation checklist looks like this:
  1. Goals: what the business wants to achieve with CRM in the first phase
  2. Processes: which actions need to be tracked and managed in the system
  3. Data: what customer and sales data already exist and in what condition
  4. Users: who will work with the CRM and what value it should deliver to each role
Starting CRM implementation from these fundamentals ensures that subsequent steps are logical, controlled, and economically justified. CRM implementation stages are a sequential process that combines technical execution with managerial logic. In practice, these steps can be carried out iteratively — through an MVP (minimum viable CRM version with a basic toolset) and gradual expansion of functionality. At the same time, each stage should have a designated owner, a clear outcome, and a direct connection to the company’s business goals.

Step 1: Defining CRM Implementation Goals

It is crucial for a company to clearly identify the problem the CRM system is meant to solve: increasing sales control, improving customer service, providing transparent reporting, or enhancing overall business management. At this stage, key performance indicators (KPIs) are established to measure the success of CRM implementation: lead processing speed, sales conversion rates, response time to customer inquiries, forecast accuracy, and more. It is also important to assign responsibility for achieving these goals.

Step 2: Mapping Processes and Data: How the Business Really Works

The second step involves documenting how the company actually operates today, not just how processes exist “on paper.” This includes identifying key business processes that should be reflected in the CRM: managing leads, deals, customers, activities, and interactions. At the same time, a list of data to be entered into the system is compiled: customer contact information, communication history, deal statuses, and the results of calls and meetings. It is essential to understand the sources of this data and its quality: whether it is structured or chaotic, current or outdated. Special attention should be given to standardizing sales stages. A unified pipeline logic enables accurate data analysis, performance comparison, and team management based on numbers rather than assumptions. For example, without standardized rules for sales stages, it is difficult to identify where customer losses occur.

Step 3: Choosing and Configuring a CRM System Around Your Processes

Only after analyzing business needs and processes should a company select a CRM system. Key criteria at this stage include:
  • ease of use
  • alignment with actual business processes
  • reporting capabilities
  • integration with other tools
  • flexible access control
  • scalability of the system
CRM configuration is the stage where the system becomes a reflection of the company’s business logic. This process may include:
  1. Defining the key sales stages (pipeline) that actually occur in the company
  2. Setting up employee roles: who can see which data, who can change statuses, and who is responsible for reporting
  3. Creating fields that reflect the company’s specifics (e.g., “customer type,” “lead source,” “next contact date”)
  4. Implementing automation: reminders, status changes triggered by actions, task creation after calls, and additional customizations
Without careful customization, a CRM system risks being either overloaded with unnecessary features or forcing a generic model that does not reflect your company’s unique processes.

Step 4: Data Migration and Integration Setup Without Losing Control

One of the most sensitive stages of CRM implementation is data migration. Before moving data, it is essential to perform a cleanup: remove duplicates, outdated information, and clearly define which data is actively used in sales, marketing, and customer service. To maintain control over data, migration should be conducted in stages: first, a test transfer, followed by the full import. It is also important to configure employee roles and access permissions in advance, so that sensitive information remains protected and each user only sees what is necessary for their work. Integrations are equally critical. They determine how central the CRM system becomes to overall business management. The most common integrations include email, telephony, websites, application forms, e-commerce platforms, and ERP systems. Keep in mind that the number and complexity of integrations directly affect the cost of CRM implementation.

Step 5: User Onboarding — From First Login to Stable Usage

Onboarding should be clearly role-based:
  • Sales managers — guided through lead management workflows: creating customer records, updating deal statuses, and setting tasks after calls.
  • Customer support teams — trained to log requests, update customer histories, and use response templates.
  • Managers — instructed on report viewing, task oversight, and pipeline analysis.
It is important to establish rules from the start:
  1. Which fields must be filled in, if not enforced technically (e.g., lead source, contact information, next contact date).
  2. Which actions are standard (updating deal status after each interaction, creating tasks after calls or meetings, etc.).
  3. How reporting is generated (once a manager closes a deal, it automatically appears in reports; leaders see pipeline dynamics).
After CRM launch, ongoing support is essential: short checklists, reminders about rules, and analysis of data entry errors. This helps build habits and ensures consistent CRM usage in daily operations.

Step 6: CRM Launch and Transition to Controlled Optimization

Launching a CRM marks the beginning of the operational phase, not the end. After go-live, a stabilization period begins: tracking errors, collecting feedback, and adjusting system settings and processes. During this stage, the CRM is gradually refined to fit real usage scenarios. Automations are added, and reporting logic is clarified. This approach turns CRM implementation into a living tool for business growth rather than a one-off project.

Who Should Be Involved in CRM Implementation: Roles, Responsibilities, and Unified Data Logic

To keep CRM implementation controlled, several key roles are usually involved:
  • Business owner or top management — responsible for strategic decisions: why the CRM is being implemented, which business outcomes are a priority, and which rules are mandatory across the company. Without this level of engagement, CRM risks becoming just a reporting tool rather than a management instrument.
  • Sales team — the primary daily users of CRM. Most data is generated here: leads, deals, contacts, and activities. It is essential to define which actions managers are required to perform in the system and which data is critical for subsequent analytics.
  • Customer service team — responsible for logging requests, tracking interaction history, and maintaining service quality. For this role, CRM becomes a tool for quick access to the full customer picture, rather than scattered emails or calls.
  • IT/system administrator or internal technical coordinator — ensures stable system operation, access control, integrations, and data security. Even if a partner handles implementation, the company should have someone who understands the technical side and can make business-informed decisions.
  • Analyst or reporting lead — designs metric logic, verifies data quality, and ensures that the CRM remains the “single source of truth.”
A common challenge during CRM implementation is unclear roles. When “everyone is responsible for everything,” in the end, no one is truly responsible. Therefore, before the system goes live, it is important to establish simple rules:
  1. Who is responsible for the accuracy of CRM data
  2. Who makes decisions regarding process changes
  3. Who approves automations and integrations
  4. Who monitors compliance with CRM usage rules
This approach reduces chaos, speeds up decision-making, and prevents situations where CRM data is inconsistent or contradictory.

CRM as the Single Source of Truth for the Entire Company

One of the main goals of CRM implementation is to create a single source of truth for managing customers and sales. This means:
  • All key data is stored and updated in the CRM system.
  • Management reports are generated based on system data, not manual spreadsheets.
  • Decisions are made using consistent metrics across all teams.
When CRM fulfills this role, the company avoids interdepartmental conflicts, data loss, and situations where everyone sees their own version of the truth.

CRM Implementation Costs — What Influences Them and How to Budget

According to estimates from Fortune Business Insights, a leading consulting company, the global CRM market is expected to reach $126.17 billion in 2026, and nearly triple by 2034 to $320.99 billion. This implies an average annual growth rate of approximately 12.4%. This market trend demonstrates that companies are increasingly investing in sales, service, and analytics automation. The question, “How much does CRM implementation cost?” has no universal answer. The reason is simple: CRM is not an off-the-shelf product — it is a project. Its cost depends directly on the business objectives and the scale of implementation. To estimate a budget correctly, it is important to focus not on the “price of the CRM system” itself but on the components of CRM implementation.

What You Are Paying For During CRM Implementation

In practice, CRM implementation involves several types of costs that together form the overall budget.
  1. CRM Licenses — these are recurring expenses (monthly or yearly) and depend on:
  • the number of users
  • roles (basic users, managers, analysts)
  • functionality included (sales, service, analytics, automation)
Licenses are only the “entry ticket.” They do not solve business challenges on their own without proper configuration.
  1. CRM Configuration for Business Processes — this stage covers all settings required to align the CRM with specific business scenarios:
  • creating and structuring the sales pipeline
  • configuring fields and directories
  • defining roles and access rights
  • automating workflows (tasks, status changes, notifications)
The more non-standard processes a company has, the greater the workload and, consequently, the budget.
  1. Data Migration and Cleanup — data migration is often one of the most underestimated aspects. Costs increase if:
  • data is stored in multiple systems and files
  • there are duplicates, errors, or outdated information
  • no standardized data entry rules exist
The poorer the initial data quality, the more time and resources CRM implementation will require.
  1. Integrations with Other Systems — CRM rarely operates in isolation. Common integrations include:
  • Email and telephony — automatic logging of emails and calls in the customer record, call recording, task creation after missed calls
  • Website and application forms — inquiries from websites (contact forms, consultation requests, service orders, etc.) automatically enter the CRM as leads without manual input
  • ERP, accounting, and e-commerce systems — transfer of order data, invoices, payments, shipping statuses, and financial metrics to provide a complete view of customer interactions
  • Marketing tools (email/SMS campaigns, advertising platforms) — track which campaigns generate leads and how they convert to sales
Each integration represents additional work that impacts the total cost of implementation.
  1. Training and Post-Go-Live Support — the budget should include:
  • Role-based user training — sales managers, customer support, and leaders need clear CRM workflows. These are direct costs for training sessions.
According to 99firms, companies on average use only about 50% of the CRM functionality they pay for, meaning half of the system capabilities remains unused. Proper training helps unlock the system’s full potential, improve operational efficiency, and maximize return on investment.
  • Post-Go-Live support — adaptation, refinements, Q&A sessions. These costs cover adjustments during the first weeks of CRM use, business guidance for users, and addressing any identified issues.
In summary, the budget increases along with:
  1. The level of process customization
  2. The number of users and roles
  3. The number of integrations
  4. The complexity of data migration
  5. The lack of standardized processes and data at the start
As a result, two companies using the same CRM can have completely different implementation costs.

Self-Implementation vs. Partner-Led CRM Implementation

Some companies consider a DIY approach (Do It Yourself) to reduce costs. While self-implementation is indeed cheaper at the outset, it comes with certain risks:
  • Fragmented configuration. CRM is set up inconsistently, without a unified strategy, leading to process misalignment and gaps in data management. With a DIY approach, companies typically add features and fields to address immediate needs without considering the full logic of sales, service, and analytics.
  • The system is reduced to simple data storage in the form of lists and spreadsheets, without process automation or integration with other tools. As a result, the CRM stops being a practical management tool and effectively becomes a digital “registry,” rather than a system that helps the team interact with customers efficiently.
  • Employees often fail to use available CRM capabilities — such as task automation, communication templates, or analytical reports — due to insufficient training or unclear processes. As a result, the CRM does not improve operational efficiency and becomes a formal tool with limited business value.
Working with a partner is more expensive at the outset, but it:
  • reduces the number of errors
  • accelerates the launch
  • increases CRM adoption across the team
  • makes it possible to build in scalability from the start
Additionally, a partner:
  • systematically gathers and formalizes business requirements,
  • configures the CRM around the company’s actual processes (sales, service, analytics) with unified logic and clear architecture,
  • ensures secure data migration without loss or duplication in the system,
  • delivers and integrates the CRM with other business tools so the system functions as a unified environment rather than an isolated product,
  • trains the team to work with the CRM after launch, increasing real usage of the system’s functionality.
Ultimately, a business is choosing between short-term budget savings and long-term manageability.

CRM Pricing Models

CRM implementation is typically paid for under one of the following models:
  1. Subscription + Implementation Services (licenses separate, services separate) — payment includes an ongoing subscription for using the CRM (monthly or annually), as well as one-time or bundled services for implementation, configuration, and integrations.
Advantage: The company benefits from predictable recurring costs, access to the latest CRM version, and vendor support. Limitation: Higher upfront costs for comprehensive implementation services, while configuration flexibility is constrained by the subscription package.
  1. Implementation Packages (fixed scope and outcome) — the company pays for a specific package with a defined scope of work, such as configuring fields, pipelines, roles, automations, and basic integrations.
Advantage: The company clearly understands what it is paying for and can assess the expected outcome without the risk of the budget “stretching” due to additional work. Limitation: Packages are designed for standard processes; complex customizations or additional integrations are often charged separately.
  1. Hourly or Phased Billing (flexible but requires oversight) — payment is based on actual hours worked or upon completion of specific project stages (analysis → configuration → migration → launch → training).
Advantage: The ability to respond flexibly to process changes, add new tasks, and tailor the CRM to the company’s specific needs. Limitation: Requires close monitoring of tasks and time spent to prevent the budget from expanding due to incremental adjustments; financial costs are harder to forecast in advance. The optimal approach often looks like this: MVP (Minimum Viable Product) → number of users → processes → integrations → migration → selection of the pricing model. This allows a company to start with only what is essential and scale the CRM without a sharp increase in costs.

How SMART business Approaches CRM Implementation

For SMART business, every CRM implementation is a managed project with a clearly defined business outcome. The team automates business processes for companies across many countries and industries, and clients work with specialists who understand the specifics of different markets, regulatory requirements, and real on-the-ground business operations. SMART business is committed to a transparent approach: we recommend only the tools, licenses, and enhancements that are genuinely necessary to achieve the desired results. Even before the CRM implementation begins, the team works with the client to determine whether standard functionality is sufficient or whether the company’s business processes require additional changes and customizations. In most cases (approximately 80% of companies), implementing a ready-made Microsoft-based CRM solution proves effective. This includes:
  • deployment of the core Microsoft infrastructure
  • installation and validation of the CRM system
  • preparation of templates for initial data import
  • training for key users, business analysts, and administrators who can later configure the system independently
  • CRM launch into production (Go-Live)
If the client requires deeper adaptation, SMART business begins with a detailed requirements analysis: designing the changes, agreeing on the scope of work, and only then moving to implementation. This approach helps control the budget and timelines while avoiding ad hoc enhancements during the process. SMART business implements both Microsoft CRM systems and its own solutions for marketing, B2B and B2C sales, and service management built on Microsoft Power Platform. These solutions serve as a full-fledged alternative to russian-origin systems such as Bitrix24, amoCRM, and RetailCRM — with a fundamental difference: compliance with international data security and cybersecurity standards. By continuing to use russian CRM solutions, businesses assume risks that none of these platforms can fully mitigate. The SMART business approach enables companies to build a CRM aligned with their current objectives and supported by a clear, scalable growth logic. Request a Consultation

Real CRM Implementation Cases by SMART business: Challenges, Solutions, Results

BROCARD — Scaling Personalized Engagement with Millions of Customers

Challenge: BROCARD operates with a multi-million customer base in an omnichannel model (offline stores, website, mobile app). Over time, the legacy CRM stopped meeting evolving business needs: it did not support consolidating data from multiple channels, building personalized communication journeys, or scaling marketing campaigns without manual effort. Solution: The SMART business team built a centralized CRM and marketing ecosystem for BROCARD based on Microsoft Dynamics 365 solutions. The implementation included Customer Insights Data to unify customer data, Customer Insights Journeys to orchestrate omnichannel campaigns, Customer Voice to collect and analyze feedback, as well as the proprietary SMART Connector for GMS to integrate Viber and SMS through a local provider. Result: BROCARD gained a single platform for managing customer experience, enabling the company to:
  • launch more than 1,500 interaction journeys
  • work with over 300 dynamic segments for targeted campaigns
  • significantly improve marketing automation and customer service efficiency — in particular, the introduction of RFM segmentation reduced “dormant” segments by 9×, potential churn by 3.8×, and actual churn by 1.5×
  • deliver personalized offers aligned with customer behavior (e.g., based on wish lists or birthday-related activity)
  • automate personalized communications via Viber, SMS, email, and push notifications
Read the full case study here.

Nova Post — how the SMART CRM platform helped scale business processes to new markets

Challenge: Nova Post was entering the European market with new countries, teams, and processes, while maintaining the high service standards familiar to its customers. The company needed to quickly launch B2B sales and customer support across several EU countries without relying on disparate systems. Main difficulties and requirements:
  • No unified system for managing customers across different countries
  • Need to centrally process large volumes of inquiries and calls
  • Requirement for a fast launch without long development cycles or complex infrastructure
  • Need to plan for scalability from day one
Solution: The SMART business team implemented a centralized CRM ecosystem based on Microsoft Power Platform, using ready-made solutions:
  • SMART Sales — for automating B2B sales
  • SMART Customer Care — for building a customer support system and contact centers
The solution was deployed in the cloud, which enabled:
  • Fast CRM launch without local infrastructure
  • A unified logic for customer management across multiple countries
  • Adaptation of standard functionality to Nova Post’s business processes
The CRM system was deployed in less than four weeks. Result: Nova Post gained a single CRM platform for managing sales and customer service in Europe, allowing the company to:
  • Handle over 500 customer inquiries daily
  • Support contact centers with a workload of around 3,500 calls per day
  • Ensure stable CRM operation in 16 European countries
  • Quickly onboard employees to the system and meet sales and service KPIs
  • Scale the business without losing control over processes or data
CRM became the central system for customer interactions and a technological foundation for Nova Post’s further expansion in European markets. Full case description available here.

YURiA-PHARM — Dynamics 365 Sales Implementation

Challenge: YURiA-PHARM is an international pharmaceutical corporation operating in 41+ countries with a complex network of partners, distributors, and regional teams. As the business grew, the company faced typical but critical scaling challenges:
  • Lack of a centralized CRM system for managing customers and partners
  • Fragmented customer data (emails, local manager spreadsheets, separate files, etc.)
  • Manual analysis of sales and marketing activities with a risk of errors
  • Difficulty managing contracts, including exclusive terms in different countries
  • Need to control long product launch cycles in new markets (registrations, distribution, statuses)
Solution: The SMART business team implemented Dynamics 365 Sales as a single CRM platform for international sales and partner management. The solution was based on the out-of-the-box version with further adaptation to the specifics of the pharmaceutical business and included:
  • A centralized database of customers, partners, and contracts,
  • A structured history of communications and deals,
  • A transparent sales pipeline with status control,
  • Integration with the Microsoft ecosystem (Outlook, Teams, SharePoint, OneDrive),
  • A foundation for future automation of analytics and forecasting.
Implementation was carried out in stages: migrating data from Excel, involving YURiA-PHARM’s internal team, and gradually adapting the interface to the real work scenarios of the company’s departments. Result: YURiA-PHARM gained a manageable and scalable CRM system, which became the single source of truth for international sales and partner relationships. This eliminated duplicated communications, reduced the time required to prepare and analyze information, and improved alignment across departments. Full case description available here. SMART business works with a variety of business scenarios — from complex logistics to customer-centric sales. An experienced team will select a CRM solution tailored not to a template, but to your company’s actual processes. Book a consultation to find out which CRM solution is best for your business. Request a Consultation
January 28th, 2026 21 min read
Visualization of the Aqua Plus managed service in SMART CRM
How Aqua Plus Doubled Its Customer Base in Just 2 Years — and the Role of CRM
Doubling a customer base sounds like an ambitious goal. But even more challenging is maintaining service quality while growing. Since 2017, the Aqua Plus team has been systematically promoting a culture of conscious water consumption in Ukraine. The business grew around a simple but powerful idea: clean water should be accessible every day. That’s why the company focuses not only on sales but also on installation, service, and modernization of water purification systems, serving everything from private homes to businesses. Today, Aqua Plus is one of the market leaders in water treatment in western Ukraine and an official partner of Ecosoft Scientific and Production Association, one of the leading water filtration system manufacturers. Aqua Plus intentionally invested in digitalizing its processes to sustain growth without compromising service quality. For this purpose, the company implemented SMART business solutions: SMART Order Management and SMART Connector for GMS within the SMART CRM platform. This phase has already been detailed in a separate case study. Now, after these solutions have stood the test of time and real-world scaling, the team shares practical insights from their own experience. During a joint webinar with SMART business, Tetiana Luhovska, co-founder and CEO of Aqua Plus, candidly shared how the CRM system helped streamline and automate processes, enhance the team’s personal approach to clients, and achieve twofold growth in just two years without losing control.

When it became clear that growth required a new CRM — and why SMART business was chosen

As the customer base grew, it became increasingly difficult to keep all processes under control — from current orders to service tasks that require regular reminders. For example, timely cartridge replacements in already installed systems directly affect water quality and customer satisfaction. When dealing with thousands of clients, relying on memory or scattered tools was no longer an option. Collaboration with SMART business began back in 2022, at a time when the company had already reached the limits of its previous CRM. Aqua Plus decided to move away from Bitrix24, which no longer met the real business needs or security requirements. It became clear: the company needed not only a new CRM but also a reliable partner. A key requirement for migration was to preserve all critical data: customer base, interaction history, service completion records, site photos, and more. These requirements were fully met by the SMART business team. In May 2023, the company completed a full migration from Bitrix24 to SMART CRM, and by September 2023, the Aqua Plus team had fully transitioned to working in the new system.
“SMART business took a deep dive into our business processes so that the system wouldn’t disrupt our established way of working but would enhance it. During software implementations, many companies face a situation where the customer and technical specialists seem to speak ‘different languages.’ With SMART business, we experienced a completely different approach: they listened to us and translated every request to the technical team in a way that ensured everything worked exactly as intended. As a result, the outcome today fully aligns with our business goals.”
Tetiana Luhovska
Co-founder and Deputy Director, Aqua Plus

What makes Aqua Plus’s business unique—and what the CRM must support

The specificity of Aqua Plus’s business lies in its service-driven model with a long customer interaction cycle, where a communication error or a forgotten agreement can cost customer trust. In other words, it’s not enough to simply acquire a customer and close a sale. It is crucial not to lose sight of the client a month, six months, or even a year later — when it’s time for maintenance, cartridge replacement, or a new need arises. The company must remember all agreements, send timely service reminders, and preserve the full interaction context — even when different managers, administrators, and engineers are involved in working with the same customer. That is why having a single, unified information space is critical for Aqua Plus — one where the entire history of customer interactions is stored. When data is scattered across notebooks, spreadsheets, and personal notes, retrieving the right information at the right time becomes nearly impossible. A centralized CRM database, by contrast, allows teams to work with any parameter — from required equipment types to the next service date — and quickly restore the full context of cooperation. Another distinct challenge is serving different customer segments. Aqua Plus works with both end consumers (B2C) and businesses and organizations (B2B), including manufacturing companies and educational institutions. Each segment requires a different approach, different data sets, and a different communication logic. SMART CRM enables this personalized approach in a systematic way — not based on intuition, but on structured data. To support this, the system stores the most complete information possible. For legal entities, this includes company details, incorporation documents, and registered addresses required for contract creation. For private customers, every detail matters: where the client lives, who is typically at home during working hours, and more. For example, the person who orders and pays for the service may not be present during the engineer’s visit, while family members often are. This information is captured in SMART CRM by recording trusted contact persons, significantly simplifying future service delivery. An equally important component of SMART CRM is equipment data. Knowing exactly which solution is installed for each customer allows the company to clearly understand what should happen next — scheduled maintenance, component replacement, or a potential upsell. Visual context also plays a critical role. Photos of sites, installation locations, or inspection points are stored directly in the CRM system and used for more than just reporting. In many cases, they make it possible to resolve a customer issue remotely: by reviewing the photos, an engineer can guide the customer over the phone or via voice message without visiting the site. As a result, customers feel supported “here and now,” while the company saves specialists’ time, resources, and costs. This approach creates a shared information environment, where both the team and the customer speak the same language and see the same picture.
“Our cooperation with clients often spans years. Typically, a customer reaches out with an inquiry, receives a consultation, and makes preliminary agreements, but the actual need for equipment installation may arise only after a renovation is completed, a production line is launched, or just before the start of the academic year. If the company reminds the client about itself at the right moment, it is no longer a ‘cold’ sale — it is a continuation of a trusting dialogue. And it is the CRM system that helps us stay in context.”
Tetiana Luhovska
Co-founder and Deputy Director, Aqua Plus
In practice, the CRM consolidates all the information needed to deliver convenient and predictable service. This is especially critical for businesses with long sales cycles. When a deal can take months or even years, a company must remember not only the client, but also the initial agreements that started the relationship. This is exactly how trust in the brand is built. Today, the company actively works with property developers and design studios that recommend installing water purification systems at the early stages of construction or renovation. This approach is logical: systems for both technical and drinking water are far easier to incorporate at the design stage than to retrofit into an already finished interior. Or, for example, a company may record that in a year or two the customer plans to return to the question of an additional filter or expects special terms. For the customer, it is crucial that this conversation does not have to start from scratch — without having to prove anything again or spend time explaining. If a discount or specific terms were promised, they must be honored. That is why all key agreements are recorded in SMART CRM. Even if the technician, manager, or work schedule changes over time, the core agreements remain unchanged. The customer sees that the company remembers its commitments, which directly contributes to long-term trust. Thus, thanks to a unified communication flow, Aqua Plus has full visibility into the entire customer journey — from the first contact to service one or two years later. The CRM records all key activities: managers’ work, technicians’ site visits, agreements, engineers’ comments, and customer feedback. The system also stores all related contacts — those who are actually involved in on-site interactions, even if they are not the formal customers.
“When we were just planning to open our company and build the business, we based our idea on honesty, fairness, responsibility, and a high-quality product — so that, as they say, we could look our customers in the eye with confidence. But to uphold this level of responsibility, strong technological support is essential. And today, SMART CRM is exactly that kind of assistant for us.”
Tetiana Luhovska
Co-founder and Deputy Director, Aqua Plus

How does service maintenance work in CRM from a process perspective?

Water treatment systems require regular maintenance: filter replacement, equipment condition monitoring, and consultations. The company’s task is not to wait until the customer encounters a problem, but to act proactively so that the customer always has stable water quality without interruptions or emergencies. This is where SMART CRM plays a key role. After installation or service work is completed, all information about the site is recorded in the system — including when the customer needs to be reminded about the next filter replacement or maintenance. This data becomes the starting point for the next service cycle. The manager sees the reminder in the system, contacts the customer, agrees on the cost and scope of work, and records the arrangements in the CRM. The process then automatically moves to the next stage: the task is passed to the administrator. The administrator coordinates a convenient date and time for the engineer’s visit with the customer, confirms the on-site contact person, and plans optimal logistics for the team — all within a single, unified information environment. Once the visit date is confirmed, it is immediately displayed in the engineers’ calendars, and the customer automatically receives an SMS notification with the exact date and time of the specialist’s arrival. This eliminates unnecessary follow-ups, calls, and the risk of misunderstandings. An important nuance: information in the system is clearly segmented by roles. The manager completes the full customer and site profile, while the administrator receives a concise, structured summary specifically required to organize the visit and support the engineer’s work. This reduces communication noise and speeds up every stage of the process. After the work is completed, engineers provide photos and results to the administrator. The administrator records the completion, uploads the service completion report to the CRM, and passes the information back to the manager. Having a complete picture of what was done — the condition of the equipment, the engineer’s recommendations, and other details — the manager can close the current order and immediately plan the next steps. If additional consultation is needed, there is potential for an upsell, or a future visit is required, the manager can see all of this without extra calls or time-consuming searches for information. Various scenarios are then possible: scheduling the next contact or setting reminders months in advance. All decisions are made based on actual data, not assumptions.
“Today, service maintenance accounts for more than 50% of Aqua Plus’ total revenue, and this share continues to grow. After all, the goal of the business is not a one-time transaction, but long-term customer care — providing clean water for years and gradually increasing customer lifetime value.”
Tetiana Luhovska
Co-founder and Deputy Director, Aqua Plus

How does SMART CRM support upselling?

A dedicated stage in the company’s workflow is focused on additional sales after the core product has been installed. For example, at the start of a renovation, a customer may have budgeted only for a technical water filtration system. A drinking water filter might have been postponed due to budget constraints, the kitchen not yet being installed, or simply because there was no immediate need. CRM makes it possible to capture this context and return to the customer at the right moment — in a relevant and non-intrusive way. In addition, engineers working directly on-site often learn more about customers: someone has purchased a summer house, someone is planning to expand their home, and someone else is preparing to relocate. This real-time feedback is recorded in the system, and based on it, the company forms relevant, personalized offers. As a result, customers feel genuinely considered, while the business achieves sales growth without aggressive pressure. SMART CRM clearly shows which products the customer is already using, what was installed earlier, and when it makes sense to suggest the next step and execute an upsell. This prevents service from becoming chaotic and sales from being random. Instead, a systematic and predictable interaction model emerges — one in which both sides benefit.

How has automation impacted the Aqua Plus business?

At Aqua Plus, CRM is not perceived as a “magic wand” that transforms the business on its own. A system delivers value only when it is supported by a mature process culture and a team ready to work in a structured way.
“The Aqua Plus case is primarily about the company’s inclination toward process organization and structured work. SMART CRM is just a tool and an assistant. We never aimed to create the illusion that everything was done by the system alone. However, we came to the conclusion that it truly helped and became a contributor to the business’s positive results.”
Denys Shevchuk
Business Development Manager, SMART business
In the current conditions of the Ukrainian market, automation is no longer a matter of convenience — it has become a matter of business resilience. Qualified specialists are literally worth their weight in gold today, so the more processes a company can remove from manual control, the less dependent it becomes on talent shortages. At the same time, the number of errors decreases as well: forgotten agreements, uncoordinated site visits, scheduling conflicts, and similar issues. At Aqua Plus, the implementation of SMART CRM was viewed as an investment in growth. Once a process is properly configured, it continues to work on its own: sending reminders, providing prompts, and synchronizing people and actions across the organization. One important point, however, is that every business requires the system to be adapted to its own operational logic — and it was precisely this flexibility of SMART CRM that became a decisive factor. For example, the administrator interface is configured to simplify the planning of engineers’ site visits. A concise order summary allows the administrator to immediately assess the scope and duration of work, while a convenient schedule view makes it easy to see engineers’ workloads and build optimal routes without chaotic travel from one end of the city to the other. Managers, in turn, can group tasks weeks or months in advance, distribute workloads, and view customers by business area and interaction stage. As a result, every participant in the process — from manager to engineer — plans their time using a single system of reference. For a service company with a large number of site visits, customers, and work types, this is critically important. Without clear organization, even a strong team quickly faces overload. A separate challenge is seasonal and marketing-driven peaks. For example, campaigns such as Black Friday significantly increase the number of initial sales — and, as a result, the workload for engineers. With SMART CRM, Aqua Plus can flexibly manage these sales waves by consciously shifting some service visits by one or two weeks without compromising the customer experience. For customers, this is usually not critical, as most do not track the lifecycle of their filters — the company takes responsibility for this. During seasonal slowdowns or vacation periods, CRM makes it possible to evenly redistribute tasks, focus more actively on service and upselling, and keep engineers busy with other types of work. In this way, the system helps balance workloads throughout the year, instead of forcing the company to operate in a constant state of urgency.
“In essence, automation gave Aqua Plus the most important thing — control. Our business gained the ability not only to grow, but also to maintain service quality even as the number of customers, site visits, and processes increases. And this is where we see the key value of CRM: not to replace people, but to help them work more calmly, accurately, and efficiently — for the benefit of both the customer and the business.”
Tetiana Luhovska
Co-founder and Deputy Director, Aqua Plus

What conclusions can be drawn in numbers, based on quantitative and qualitative results?

Aqua Plus evaluates the impact of automation not only through hard metrics, but also through the quality of customer interactions. However, numbers best illustrate how a systematic approach translates into growth.

Quantitative results

After switching to SMART CRM in 2023, the company recorded a key outcome: the customer base doubled within two years. This growth was not accidental. It has been the result of several fundamental changes in operations:
  • the company stopped “losing” customers — both new ones and those who had already used its services
  • it began systematically tracking CRM metrics instead of relying on intuition
  • managers always see a clear plan for next steps with each customer, rather than operating on a “we’ll get back to it when we have time” principle
In practice, Aqua Plus launched a development spiral:
  1. There is a customer base — it is actively managed.
  2. High-quality work leads to referrals.
  3. The number of customers and orders grows — the company expands its engineering team.
  4. New specialists need to be kept busy — managers must work faster and more precisely.
As a result, every link in the chain benefits: engineers — through stable workloads, managers — through increased sales, and the business — through higher revenue and scalability.

Qualitative changes that are hard to measure, but easy to feel

Starting in 2023, CRM became a foundation of trust between Aqua Plus and its customers, delivering:
  • minimized loss of leads and customers due to human error
  • the elimination of the “broken telephone” effect between sales, service, and field engineers
  • a single information space where everyone involved in the customer journey works with the same data
“In 2022, when we realized that we might be left without a CRM for some time, there was a real fear of chaos. And I’m a person who needs everything to be well organized. That’s why we very quickly started building a new system together with SMART business — step by step, without abrupt moves, but with a clear goal: to achieve what we have today. That is a single information space for sales and service, control over customer commitments, and transparent processes that support business growth rather than slow it down. This is the true ‘magic’ of CRM — the magic of order within your own business. And we were fortunate that SMART business helped us build a tool that made this order possible.”
Tetiana Luhovska
Co-founder and Deputy Director, Aqua Plus
Today, the system clearly reflects cause-and-effect relationships: once a manager records an agreement, it is implemented by the administrator and executed by the engineer. Everyone sees their role in the shared chain and understands that a mistake at any stage will affect the entire process. This is exactly what fosters accountability and internal discipline. CRM functionality helps maintain continuous contact with customers through automated reminders, reports on “lost” customers, and mass communications designed to keep relationships active. Because a broken promise does not mean losing just one customer — it also means losing dozens of potential referrals.

What are the plans, and how is Aqua Plus preparing for the next stage of growth?

Over the past few years, Aqua Plus has grown significantly, and this growth has brought new requirements. While the initial priority was to bring order to sales and service operations, today the focus is shifting toward deeper digital maturity and greater information independence. The team is deliberately moving toward a model where all key processes operate within a single logic and do not depend on fragmented tools or the human factor. Today’s reality calls for the active use of modern technologies, and Aqua Plus is ready to invest in areas where digitalization genuinely strengthens the business.

Step one: expanding the CRM communication layer

Currently, only about 20% of customer interactions take place via phone calls, while approximately 80% happen through messaging apps. That is why the company plans to implement communication modules — SMART Chat and SMART Easy Bot — which will consolidate all communication channels directly within the CRM. In 2023, the main priority was a fast and secure migration to avoid data loss and business disruption. Now that the system is operating stably, Aqua Plus can confidently expand its functionality to view the full history of customer communications in a single information space, regardless of the channel.

Step two: implementing an ERP system

Aqua Plus’s business needs have already gone beyond managing sales and service alone. The company aims to unify finance, analytics, cash flow management, and operational data within a single system — without switching between multiple tools or manually assembling a complete picture. Statistical data and analytics are especially critical for Aqua Plus. They enable informed management decisions and support long-term planning and sustainable growth.
“I believe it’s difficult to grow without statistics and analytics. As a business owner, you can rely on intuition, but emotions are not always objective. That’s why you need a system that shows the real state of the business in numbers: what works and what doesn’t, where you’re growing and where you’re losing ground. Internally, it’s still not easy for me to fully prepare for ERP implementation, but I clearly understand that there is no alternative if scaling and development are the goals.”
Tetiana Luhovska
Co-founder and Deputy Director, Aqua Plus
Ultimately, Aqua Plus is moving toward a model where CRM and ERP form a single digital foundation for the business — transparent, manageable, and ready for further growth. The partnership with SMART business enables the company to follow this path not chaotically, but systematically — step by step, with a focus on long-term value for both customers and the business itself.
“If your business is also at a growth stage today — when manual management no longer works and outdated, fragmented tools begin to slow development — this case can serve as a valuable starting point. The SMART business team helps companies build structured, scalable digital models from CRM to ERP, based on real business processes rather than ‘idealized’ frameworks. This is how sustainable growth stories are created: when technology does not complicate work but becomes a reliable foundation for business development and long-term customer trust.”
Denys Shevchuk
Business Development Manager, SMART business
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January 28th, 2026 2 min read
SMART Customer Survey: A Convenient Module for Collecting Feedback in CRM
Collecting feedback is a critical component of high-quality customer service. Through ratings, comments, and customer reactions, businesses gain valuable insights that help them improve processes, enhance service quality, and build long-term customer loyalty. SMART Customer Survey is a new module in the SMART CRM product line that enables you to launch surveys fully tailored to your business processes — directly within your CRM system. The solution works both inside SMART CRM and with any applications built on the Power Platform (Power Apps / Microsoft Dynamics 365).

SMART Customer Survey Capabilities

Seamless integration with CRM processes Surveys can be triggered after order completion, a phone call, a support request, or service delivery. You decide at which stage of the customer journey the survey should be activated. Full survey management directly in CRM Surveys are configured in the user-friendly Power Apps model-driven interface. You can create questions, define their order, type, and required status, and enable comments where needed. Once published, surveys do not require developer involvement. Flexible selection of question types Available options include text fields, numeric values, multiple-choice questions, and rating scales using stars or icons. You can define the number of rating points (from 1 to 10) and enable comments for individual questions when necessary. CAPTCHA protection Two security options are supported: Google reCAPTCHA and Cloudflare CAPTCHA, helping prevent unauthorized access to surveys Short and long link generation You can generate either a full or a shortened link to be sent via SMS, email, or chatbots. Surveys can also be sent manually or automatically through business processes. Survey availability period Set an end date for survey availability. Once the specified period expires, customers will see a message indicating that the survey is no longer available. Repeat submission restrictions Each customer can complete a survey only once. The system verifies uniqueness and blocks repeated attempts. Automatic storage of results in CRM All survey data is stored in the CRM and linked to the relevant contact. Available data includes questions, question types, selected responses, numeric rating values, and customer comments.

Benefits for Your Team

SMART Customer Survey enables you to collect feedback directly within your CRM system — without the need for third-party services or external integrators. Managers, marketers, and support agents can independently create and launch surveys using a familiar interface. This allows teams to quickly assess customer experience, analyze results, and implement improvements based on real feedback. Want to learn more about SMART Customer Survey or try it in action? Submit a request — we’ll arrange a demo and help you find the optimal solution for your business. Submit a Request
January 20th, 2026 20 min read
Комплекс рішень Microsoft Dynamics 365, зображений у формі системи планет
The Microsoft Dynamics CRM Ecosystem: What It Includes and How It Works
Statistics from the HostingAdvice analytics platform show that using a CRM system can reduce a company’s core expenses by an average of 23%. That’s why more and more organizations are rethinking their approach to customer relationship management, looking for tools that combine analytics, automation, and scalability. One name that frequently tops these searches is “Microsoft Dynamics CRM.” However, this is where businesses often encounter a surprise: there is no standalone system by that name. In fact, what it refers to is a suite of individual Microsoft Dynamics 365 solutions designed to optimize sales, marketing, customer service, and other areas. These solutions form a unified CRM ecosystem thanks to a single database and seamless integrations. As of October 2025, the Microsoft website lists the following tool stack under the “CRM” category: The Microsoft Dynamics CRM suite is constantly evolving: artificial intelligence is being integrated, modules are merged or transformed, their functionality changes, and the logic of their interaction expands. That’s why, to achieve maximum efficiency in CRM processes, businesses need to find the optimal configuration of these solutions. Microsoft partners are also actively developing the ecosystem of this CRM platform by creating local connectors and industry-specific solutions tailored to the specifics of local markets. With more than 16 years of experience implementing Microsoft Dynamics 365 products, the SMART business team has created a guide to help you understand the functionality of key Microsoft Dynamics CRM solutions and build configurations that best meet your business needs.

Practical Advantages of Microsoft Dynamics CRM in Customer Engagement

In 2025, Forrester named Microsoft a leader in The Forrester Wave™: Customer Relationship Management ranking. And in 2024, Microsoft topped Gartner’s Magic Quadrant for companies offering sales automation solutions. Microsoft CRM solutions have earned this popularity thanks to the following functional advantages:
  • 360° View Microsoft Dynamics 365 CRM solutions allow you to consolidate all customer interactions — from marketing, sales, and service — into a single system.
  • Unified Data Pool Microsoft solutions support a unified data pool through Microsoft Dataverse, reducing the need for complex integrations between separate systems and saving time and resources.
  • Artificial Intelligence (Copilot) Microsoft Dynamics CRM modules include generative AI capabilities and agents that help automate repetitive tasks, improve recommendations, analyze data, and more.
  • Personalized Customer Experience These solutions enable businesses to customize customer interactions across multiple channels — chat, email, social media, phone — while considering previous inquiries and customer preferences.
  • Real-Time Analytics and Decision-Making Integration with Power BI provides up-to-date insights into sales, service, and marketing metrics in real time.
  • Scalability and Flexibility Microsoft Dynamics 365 CRM solutions are suitable for both small businesses and large enterprises. The system can be scaled, new modules added and adapted to industry or local requirements. The subscription model allows you to align costs with business growth.
  • Security and Compliance Microsoft ensures adherence to security, regulatory compliance, and privacy standards. Solutions based on Microsoft Dynamics 365 CRM are deployed on Microsoft’s cloud infrastructure, which holds a wide range of certifications (ISO 27001/27701, SOC 1/2/3, etc.) and tools to support compliance with GDPR, HIPAA, DORA, and other regulations. Actual compliance depends on system configuration, security processes, and client policies.

Dynamics 365 Sales: Automating the Sales Process

Dynamics 365 Sales is a solution designed to manage the sales process at every key stage: lead identification, qualification, relationship development, proposal creation, and deal closure. The system is built around leading methodologies such as SWOT (Strengths, Weaknesses, Opportunities, Threats) and SPIN (Situation, Problem, Implication, Need-payoff), helping sales managers work strategically without wasting resources on repetitive tasks. Dynamics 365 Sales offers the following functionality:
  • AI Analytics and Real-Time Insights — The system provides managers and executives with relevant customer information exactly when they need it and suggests actions to move deals toward closure.
  • Sales Engagement — Tools like Sales Accelerator, Sequences, and Focused View standardize the sales process, helping teams efficiently manage leads, contacts, and opportunities.
  • Workflow Integration — Dynamics 365 Sales integrates seamlessly with Microsoft 365, Teams, and Outlook, consolidating all sales-related communication in one system.
  • Optimized UX — Microsoft recently introduced a new interface based on Fluent UI Components and accelerated the loading of all record forms by 40%, improving navigation and overall user experience.
  • Customer Organizational Charts — Visualizing deal structures with key stakeholders, decision-making roles, and relationship status helps managers build more accurate engagement strategies.
  • Flexible Process Configuration — Features like automatic lead and opportunity assignment to teams, creating multiple opportunities from a single lead, and exporting segments from a unified database allow sellers to manage deals quickly and efficiently.
An additional advantage of the solution is the integrated Microsoft Copilot. Artificial intelligence acts as a virtual assistant with the following benefits:
  • Automatic Meeting and Email Summaries — Copilot summarizes key discussion points, identifies buyer intent, budget, and timeline, and suggests next steps.
  • SWOT and SPIN Client Analyses — AI automatically generates a concise strategic profile of the client based on data from internal (CRM) and external sources.
  • Intelligent Recommendations in Outlook and Teams — Copilot suggests responses, generates follow-ups, drafts emails, logs activities in CRM, and personalizes communication.
  • Identifying Growth Opportunities in Engagement — AI analyzes messages, documents, and CRM data to detect gaps in customer needs and provide managers with actionable recommendations.
  • Contextual Analytics — Copilot displays information about key stakeholders directly in Microsoft 365 Chat, Outlook, or Teams.

Case Study — Pharmaceutical Company YURiA-PHARM

YURiA-PHARM, one of the leaders in the Ukrainian pharmaceutical market, chose Dynamics 365 Sales to support its rapid growth and business expansion. Implementing the solution helped structure work with international partners, make contract management transparent, and streamline collaboration between teams — directly impacting the company’s key performance indicators. Learn more about the implementation in YURiA-PHARM’s success story.

Case Study — System Integrator SEETON

Another example of Dynamics 365 Sales effectiveness is Seeton. This leading system integrator in Ukraine and Azerbaijan needed a CRM capable of covering the full and complex sales cycle — from tenders to post-project support. Dynamics 365 Sales helped them achieve complete process transparency, build clear analytics, and optimize risk management.

Dynamics 365 Customer Insights: Optimizing Customer Relationships

Dynamics 365 Customer Insights combines the capabilities of the former Dynamics 365 Marketing and Customer Insights into a single platform. This tool helps companies collect, unify, and analyze data from all sources — CRM, ERP, websites, contact centers — and create a complete customer profile in real time. The result: accurate segmentation, personalized communications, and effective marketing campaigns thanks to the following functionality:
  • Unified Customer Profile (360°): The system builds a consolidated customer profile by merging data from all channels in real time.
  • Intelligent Segmentation: Marketers can instantly create audience segments based on behavior, lifecycle stage, and customer preferences.
  • Customer Data Platform (CDP): The solution’s technological foundation enables data synchronization across all business systems and departments.
  • Campaign Automation: Insights generated by the solution can immediately be turned into targeted promotional campaigns without additional integration.
  • Smart Event Management: The system automates the entire communication cycle — from participant registration (including waitlists) to sending reminders and post-event emails, considering each contact’s time zone.
  • Unified Data Ecosystem: Dynamics 365 Customer Insights integrates with Microsoft Fabric OneLake — a modern platform for data storage and analytics. This ensures all customer data from CRM, marketing, sales, and support is consolidated in one database, optimizing analytics.
  • Copilot: Configure customer scenarios in real time and use Copilot to gain new insights, create audience segments, and generate personalized content.

Case Study — BROCARD: Personalizing Communication with Two Million Customers

Seeking a deeper understanding of its audience, retailer BROCARD chose Dynamics 365 Customer Insights — a platform that delivers flexible segmentation and high-level customer base analytics. Thanks to Microsoft CRM, the company reduced its “inactive” customer segment by 4.9 times, the potential churn segment by 3.8 times, and the churn segment by 1.5 times. Learn how these results were achieved in the success story.

Dynamics 365 Customer Service: Delivering Flawless Customer Support

Dynamics 365 Customer Service is a solution that enables companies to provide comprehensive, personalized, and fast support for customers within a single platform. It supports both B2B and B2C service models, addresses the needs of partners, dealers, and internal departments, and helps reduce time spent on routine tasks thanks to the following functionality:
  • 360° Customer Interaction View: A complete picture of customer history, preferences, communication habits, and data from ERP or other systems — all in one window — so agents can quickly understand the context and deliver personalized support in real time.
  • Intelligent Case Routing: The system automatically directs requests to employees with the right expertise, considering priority, topic, and communication channel.
  • Advanced Analytics and Quality Management Tools: The solution uses employee performance metrics, SLA monitoring, and sentiment analysis to identify and resolve issues before customers notice them, leveraging built-in IoT signals and alerts.
  • Self-Service Portal: Customers can access knowledge base articles, create support tickets, and use chatbots to reduce the load on support agents.
  • Integration: The solution integrates with Microsoft Teams and unified admin dashboards, allowing businesses to customize the workspace to their needs.
  • Built-In Copilot: AI in Dynamics 365 Customer Service helps draft responses to customers, summarize and translate their requests when needed, and suggests knowledge base articles and similar cases based on context. The advantage is that Copilot ensures a seamless, convenient, and personalized service experience for customers regardless of their location, language, or preferences.

Case Study — UIA (Ukraine International Airlines)

To improve the efficiency of handling customer inquiries, UIA sought a solution that would centralize all passenger requests and ensure control at every stage of processing. Implementing Dynamics 365 Customer Service enabled the company to create a unified system for logging, registering, and monitoring requests in real time. As a result, UIA optimized its support operations, accelerated response times, and increased transparency in customer service processes.

Dynamics 365 Field Service: Optimizing On-Site Service Operations

Dynamics 365 Field Service helps companies deliver high-quality service directly at the customer’s location. This solution combines intelligent scheduling and mobile tools to ensure field teams operate efficiently and service continuity is maintained. Its main advantage is that it not only resolves issues but also helps prevent them. The platform is suitable for managing customer equipment maintenance as well as internal technical infrastructure — for example, in large manufacturing or energy companies. The system offers the following functionality:
  • Smart Scheduling of Service Visits: Automatically assigns work orders to specialists based on workload, qualifications, location, and route.
  • Unified Work Order Management: Handles creation, assignment, tracking, and analytics of work orders in real time.
  • Mobile App for Technicians: Provides an intuitive interface with schedule updates, instructions, and customer service history.
  • Preventive Maintenance: Automatically creates recurring tasks for equipment checks to prevent failures and downtime.
  • Inventory and Procurement: When integrated with ERP systems, automates inventory tracking and processes for supply requests, returns, and material usage.
  • Performance Analytics: Analyzes completed work orders against plans, response times, and technician workload to optimize scheduling for maximum productivity.
  • IoT Support and Proactive Service: Integrates with IoT devices for equipment monitoring; if an issue is detected, the system automatically creates an incident ticket and schedules a technician visit.
  • Billing and Time Tracking: When integrated with ERP, the CRM solution automatically generates invoices based on completed work and materials, factoring in travel and on-site time.
  • Copilot: AI in Field Service generates work summary reports, analyzes data from field specialists, and helps segment and process requests faster.

Case Study — Ausgrid, Australian Energy Distributor

Ausgrid is one of the largest electricity providers in Australia, serving over 4 million consumers. A Microsoft partner implemented Dynamics 365 Field Service for Ausgrid to improve the efficiency of its field teams and minimize manual processes. By integrating the system with Dynamics 365 Customer Service, Ausgrid automated visit scheduling, equipped technicians with mobile tools, and gained real-time, transparent analytics. This helped reduce errors, accelerate task completion, and enhance customer service quality. Learn more in Microsoft’s case study.

Dynamics 365 Contact Center: Establishing Customer Connections

Seamless customer service starts with the right point of contact. Dynamics 365 Contact Center is an intelligent cloud solution for omnichannel support that combines telephony, chat, messaging apps, and SMS into a single platform. It can be integrated as part of the Dynamics 365 Customer Service suite or used as a standalone solution. Designed for professional contact centers, it delivers scalability, process automation, and deep CRM integration, boosting agent efficiency and customer satisfaction through the following functionality:
  • Full Cloud Telephony: Built on Microsoft Teams and Azure Communication Services, it supports scaling voice and chat channels without third-party solutions.
  • Omnichannel Interaction: All inquiries from telephony, chat, email, and messaging apps appear in a single agent console, providing a 360° view of customer history.
  • Intelligent Routing: Automatically assigns cases to the most relevant agent based on skills, language, rating, and prior experience.
  • Advanced Self-Service Options: Integrated AI agents and IVR scenarios powered by Nuance and Microsoft Copilot Studio allow customers to get answers without an operator.
  • Real-Time Analytics: Built-in Power BI dashboards track contact center workload, agent performance, and key KPIs.
  • Deep Integration with Microsoft Ecosystem: Native integration with Dynamics 365 Sales, Customer Service, and Customer Insights ensures a unified customer profile and accurate data synchronization.
  • Copilot: Embedded AI provides automatic call and chat summaries, real-time prompts for agents, draft responses based on knowledge base articles, and previous customer interactions.

Case Study — Lenovo: Boosting Agent Productivity by 15%

Lenovo, one of the world’s leading manufacturers of computer hardware and IT solutions, provides customer support in over 180 countries. The company implemented Dynamics 365 Contact Center and Dynamics 365 Customer Service to enhance its Premier Support operations and improve customer engagement quality. By integrating Copilot and generative AI capabilities, Lenovo automated case handling, introduced omnichannel support in nine languages, and provided agents with real-time prompts and summaries. As a result, productivity increased by 15%, and average case handling time dropped by 20%. Learn how these results were achieved in Microsoft’s success story.

Microsoft Dataverse: A Common Data Language for the Entire Company

Let’s return to the term “Microsoft Dynamics 365 CRM”: as we’ve seen, it’s not a single system but a suite of separate solutions. So, how can these solutions be seamlessly combined into a unified CRM system for a company’s business processes? Microsoft Dataverse serves as that shared platform for all CRM solutions, ensuring consistent data storage, processing, and synchronization across departments—sales, service, marketing, and logistics. Each department works in its own role-based interface with the necessary functionality, but all share the same database. This means that changes made by one team are automatically reflected for others—within the access rights granted according to employee roles. Dataverse also stores business logic, system relationships, and configurations, so all Microsoft solutions — from Dynamics 365 Sales to Field Service — integrate easily while remaining consistent. In other words, Dataverse is the common “data language” that enables a company to operate as a single organism.

Pricing for Microsoft Dynamics 365 CRM

The cost of Microsoft Dynamics CRM solutions is based on license fees and primarily depends on the number of users who will have access to the system. This can be billed per active user or for a specific range of users (e.g., up to 50, up to 100). License fees also vary depending on the selected CRM functionality. Microsoft Dynamics 365 offers different licensing models: you can choose a basic package or advanced options with additional features (information current as of Fall 2025):
Solution Name License Type Included Features Price
Dynamics 365 Sales Professional Basic sales process automation, Microsoft 365 integration, reporting, dashboards $65/month per user, billed annually
Enterprise Edition Advanced sales automation and AI-driven analytics with extended customization $105/month per user, billed annually
Premium Everything in Enterprise plus additional preconfigured AI solutions for sellers and managers, Sales Qualification Agent $150/month per user, billed annually
Dynamics 365 Customer Insights Single License Unified customer data source, enrichment functionality, personalized interactions with potential and existing clients $1,700/month per tenant, billed annually OR $1,000/month for customers with 10+ Dynamics 365 licenses
Dynamics 365 Customer Service Professional Basic customer service features: self-service, case management, knowledge base $50/month per user, billed annually
Enterprise Advanced customer service features for personalized support, team efficiency tools, and process optimization $105/month per user, billed annually
Premium Extended solution with integrated contact center and ready-to-use AI agents $195/month per user, billed annually
Dynamics 365 Field Service Contractor Engaging contract field service specialists for work orders, including mobile app access $50/month per user, billed annually
Field Service Comprehensive field service solution with step-by-step instructions and real-time remote expert support $105/month per user, billed annually
Dynamics 365 Contact Center Contact Center Comprehensive solution for voice and digital channel communication $110/month per user, billed annually
Customer Service Premium Extended customer service solution with integrated contact center and AI agents $195/month per user, billed annually

SMART business — Your Trusted Partner for Implementing Microsoft Dynamics 365 CRM

SMART business, an authorized Microsoft partner with over 16 years of experience and the trust of more than 1,250 clients worldwide, provides expertise in selecting the optimal solution from the Microsoft Dynamics CRM ecosystem, as well as system implementation and ongoing support to maximize business process efficiency. SMART business follows the Microsoft Sure Step methodology, ensuring predictability, transparency, and control at every stage of implementation. This approach gives businesses clear timelines, a predictable budget, and solutions that can scale as the company grows.

Implementation Options for Dynamics 365 CRM Offered by SMART business:

  1. Out-of-the-Box Solution Ideal for companies whose business processes are close to standard. In this case, the system is deployed quickly, the team receives training for confident use and gains the ability to configure CRM independently through low-code/no-code tools.
  2. Customized Solution If your business has unique processes, Dynamics 365 CRM can be flexibly adapted to them. SMART business helps determine which of the five Dynamics 365 solutions best meets your goals and calculates the scope of work for a clear understanding of resources and costs.
In addition to vendor services, SMART business also offers its own solution for implementation — SMART CRM. This is an alternative to Microsoft Dynamics 365 CRM, built on Microsoft technologies, and easily integrates with your company’s existing business processes.

FAQ — Frequently Asked Questions About Microsoft Dynamics 365 CRM

  • How is Dynamics 365 CRM different from ERP systems? CRM manages customer relationships, helping businesses build effective sales, marketing, and service processes. ERP, on the other hand, covers internal processes such as finance, manufacturing, logistics, and HR, enabling centralized management of these operations.
  • Can Microsoft CRM be customized for my business? Every solution in the Dynamics 365 CRM ecosystem allows you to create custom fields, forms, business processes, automations, and rules without coding using Power Platform. In addition, SMART business provides customization services at any level—from basic configurations to complex integrations and automations.
  • Does it support low-code / no-code development? Microsoft Dynamics 365 CRM supports a low-code/no-code approach. With tools like Power Apps, Power Automate, and Copilot, companies can quickly build automations and integrations without programming.
  • How is data security ensured? Microsoft provides enterprise-grade security: role-based access control, encryption, user activity auditing, and compliance with international security standards. All data is transmitted through secure channels and backed up in Microsoft-certified data centers.
  • Does Dynamics 365 CRM integrate with other Microsoft products? For example, Outlook, Teams, Power BI, Word, Excel, and Entra ID work within a unified ecosystem. CRM synchronizes through built-in connectors — requiring only a corporate Microsoft account.
  • Does Dynamics 365 CRM integrate with other systems? It supports ready-made connectors and custom connector development using open APIs. Dynamics 365 CRM solutions can integrate with SAP, Oracle, Mailchimp, HubSpot, Slack, Zoom, Zendesk, ServiceNow, and more — or you can build custom integrations via Power Platform.
  • Is there a mobile version of CRM? Yes. Mobile apps for iOS and Android are available, featuring offline mode, push notifications, and full customer management functionality.
  • Does CRM integrate with Nova Poshta and Ukrposhta? SMART business has developed SMART Connectors that integrate Dynamics 365 with Nova Poshta, Ukrposhta, InPost, as well as payment services like PayPal, UAPAY, plata by mono, and Przelewy24.
  • Does CRM integrate with Rozetka? Yes. With the SMART Connector for Rozetka, marketplace orders can be processed directly in Microsoft Dynamics 365 modules.
  • Is employee training available? Yes. SMART business provides user training and quick-start materials.
  • Does Microsoft Dynamics CRM include CPQ? Not For example, Dynamics 365 Sales does not have a full CPQ (Configure, Price, Quote) module that automates product selection, pricing, and quote generation. However, the system includes several built-in CPQ features that can be combined and extended.
Still have questions about Microsoft Dynamics 365 CRM or ready to implement one of the solutions? Submit a request for a free demo, and SMART business experts will gladly consult you: Request a Demo
January 12th, 2026 2 min read
Release SMART CRM SMART Chat and SMART Easy Bot
Integration of SMART Chat and SMART Easy Bot: A Unified Customer Service Workflow in CRM
Automating customer service through chatbots enables businesses to efficiently handle standard inquiries. However, one critical point remains — the need to involve a live operator for more complex scenarios. Until now, SMART Chat and SMART Easy Bot operated as separate modules. Today, they are part of a single solution. The integration of SMART Chat and SMART Easy Bot ensures seamless communication with the customer — from the first interaction in the bot to a live conversation with an operator in CRM.

How the Integration Works

The customer begins interacting with buttons or scenario elements in SMART Easy Bot, which trigger specific actions or bot responses. If operator assistance is needed, the customer simply clicks “Talk to an Operator” — and the system automatically switches them to SMART Chat. At this point:
  • the message appears in SMART Chat
  • the operator sees the customer’s name, communication channel, and can open the contact card
  • the operator works in SMART Chat with full module functionality preserved

Operator Capabilities

SMART Chat operators have access to a complete set of tools:
  • automated messages for greetings, session status, and working hours
  • a quick-reply library
  • the ability to manage multiple messenger channels (including bots integrated as separate channels)
  • creating or updating CRM records for various business scenarios directly during the conversation

Customer Experience

The entire interaction involves no interruptions or system switches. When the customer reaches out to an operator, they simply continue the conversation where they started — in a familiar environment, with no extra steps. After the dialogue ends, SMART Easy Bot automatically resumes the scenario. No technical barriers. No communication gaps.

Business Impact

The integration of SMART Chat and SMART Easy Bot allows you to:
  • deliver a seamless customer service experience
  • automate routine inquiries and involve an operator only when necessary
  • maintain a centralized interaction history in CRM
  • scale request handling without compromising quality
Want to see the integration in action? Submit a request — we’ll provide a demo and show you how to adapt the solution to your company’s needs. Submit a Request
October 21st, 2025 1 min read
Your Ultimate Guide to Building Customer Experience That Drives Sales

Why does your business need a strong Customer Experience strategy?

Customers don’t evaluate individual touchpoints — they perceive the entire experience of interacting with your business. If there’s a delay, an unclear process, or a lack of personalization anywhere along the journey, you risk losing their trust. That’s why it’s crucial to analyze CX and continuously optimize it to retain customers and boost their loyalty. To help businesses take a systematic approach to CX, we’ve prepared a practical guide with recommendations and examples — a clear reference for building an effective customer interaction strategy. What’s inside the guide?
  • A clear strategy for building effective CX
  • Common mistakes that can cost you customers
  • Tools and approaches for automating the customer journey
Download the free guide and start improving your Customer Experience today! Download the Free Guide Want to learn more? Start now and turn your CX into a success driver! Leave a request
October 9th, 2025 18 min read
Зображення «колообігу» життя клієнта — від наближення до покупки
LTV — Customer Lifetime Value: Calculation and Practical Applications
LTV is all about the ability to measure your brand’s existence. If no one comes back to buy your product again, you’ve either failed to deliver on the brand experience or people don’t value that experience.
Taylor Holiday
Managing Partner of Common Thread Collective.
At the heart of today’s business isn’t the product or the advertising — it’s the customers who keep coming back. These returning customers drive company growth and serve as a measure of success: each repeat purchase is not just revenue, but a confirmation of your brand’s value in the eyes of the buyer. However, retaining customers is harder than attracting them the first time. The market is vast, competitors are aggressive, and customer expectations keep rising. In this environment, simply tracking sales or counting new leads is no longer enough. Companies need a clear answer to the question: “What real value does each customer bring over the course of our relationship, and is it worth investing resources to retain them?” The answer comes from LTV (Lifetime Value), also known as CLV (Customer Lifetime Value) — one of the key indicators of long-term business success. It allows you to view customers not as one-off transactions but as sources of stable, recurring revenue. Let’s take a closer look at how to calculate LTV and what it can do for your business.

What is LTV (Lifetime Value)

LTV, or Customer Lifetime Value, is a metric that shows the total revenue a business earns from a single customer over the entire period of their relationship. It takes into account all purchases and interactions — from the first transaction to the last touchpoint — capturing the full value a customer brings while staying with your business. How does it work? Imagine a coffee shop attracting a new customer through advertising. On the first day, they buy a coffee for 80 UAH. If they enjoy the drink, the atmosphere, and the service, they return tomorrow, next week, and perhaps even bring friends — becoming a regular visitor for three years, spending an average of 1,000 UAH per month. In this case, their LTV for the coffee shop would be roughly 36,000 UAH. This figure reflects the customer’s entire journey: initial acquisition, repeated purchases, and any additional spending generated by a positive experience. It’s worth noting that alongside LTV, the abbreviation CLV (Customer Lifetime Value) is commonly used internationally. Both represent the same concept, but with slightly different calculation focuses. LTV typically shows the average profit a customer brings over their lifetime with the company, while CLV looks at each customer individually, enabling more detailed segmentation.

Why Customer Lifetime Value Matters for Your Business

Mass marketing is becoming increasingly less effective in today’s market, while acquiring new customers gets more expensive every year. In contrast, retaining existing customers costs 5–25 times less, according to Harvard Business Review research. In this context, calculating customer lifetime value helps you identify which audience segments generate the highest profit and offer the greatest growth potential. This insight opens the door to personalized offers and communications, making customers feel understood and valued. The result is almost always increased loyalty, higher repeat purchase rates, and a boost in average order value. Moreover, analyzing LTV allows businesses to spot weaknesses in the customer experience: where engagement drops, when customers “churn”, and what isn’t working in your strategy. This insight helps generate hypotheses for service improvements, test new approaches, and adapt your business model to meet the expectations of your most valuable leads. In this way, the company invests more in returning customers, creates a positive experience for those still deciding, and identifies potential churners before it’s too late.

Why Calculate LTV: 7 Reasons for Business Owners

The LTV metric answers one of the most critical business questions: “How much do I need to spend to earn more?” But the value of LTV goes far beyond a single number. Calculating customer lifetime value provides businesses with a range of strategic advantages:
  1. Customer segmentation — Understanding which customer groups generate the most profit allows you to focus resources where they matter most.
  2. Personalized offers — Creating relevant products, promotions, and communications for different segments gives customers the feeling that they are seen and understood.
  3. Marketing cost optimization — Clearly defining how much can be spent to acquire a customer while remaining profitable enables more effective financial planning.
  4. Identifying the most profitable channels — Analyzing which sources bring in the highest-LTV customers helps you prioritize these channels in your marketing efforts.
  5. Reducing conversion costs — Eliminating ineffective channels and strategies that don’t bring valuable customers ensures budget efficiency.
  6. Adapting strategy to high-value leads — Flexibly adjusting approaches based on which customers drive the most growth helps preserve resources.
  7. Revenue and ROI forecasting — Accurately calculating how much to invest in acquisition maximizes return on investment.

How to Calculate LTV: Formulas for Different Industries

There’s no one-size-fits-all formula for calculating customer lifetime value. The method you choose depends on your business model, industry, and company goals. For example, in retail, the focus is usually on average order value and purchase frequency, for subscription services — churn rate and average revenue per user, and in banking — margin and long-term retention. So how do you pick the right method for your business? Below is a list of formulas commonly used across industries, with examples to help you determine which fits your company best.

  • Simple LTV Formula for Subscription Services and Recurring Payments

LTV = ARPU × Customer Lifetime ARPU — Average Revenue Per User per month = (Revenue ÷ Active Customers) Customer Lifespan — Duration of the customer relationship Example: ARPU = $30/month, Customer Lifetime = 24 months LTV = $30 × 24 = $720

  • Basic Multiplicative LTV Formula for eCommerce and Retail

LTV = AOV × Purchase Frequency × Customer Lifespan AOV — Average Order Value (total revenue ÷ total number of purchases) Purchase Frequency — How often a customer buys Customer Lifespan — Duration of the customer relationship Use case: eCommerce, retail, regularly purchased products. Example: AOV = $80, customer buys 4 times per year, lifetime = 3 years LTV = $80 × 4 × 3 = $960.

  • LTV Formula with Margin and Churn (for SaaS and Online Services)

LTV = (ARPU × Gross Margin) ÷ Churn Rate ARPU — Average Revenue Per User per month = (Revenue ÷ Active Customers) Gross Margin — Profit margin Churn Rate — Customer attrition rate Use case: Services with predictable payment streams. Example: ARPU = $15/month, Gross Margin = 60% (0.60), Churn = 4% (0.04) ARPU × Margin = $15 × 0.60 = $9.00 Divide by churn: $9.00 ÷ 0.04 = $225.00 LTV ≈ $225.

  • NPV Model (for B2B and High-Value Products)

LTV = Σ (Revenueₜ × Margin ÷ (1 + Discount Rate)ₜ) — CAC Σ — Sum across periods (year, month, etc.) Revenueₜ — Revenue in period t Margin — Profit margin CAC — Customer acquisition cost Use case: Long-term contracts and infrequent purchases. Example: Revenue: $200, $240, $300 over three years. Margin = 50% (0.5), Discount Rate = 10% (0.10), CAC = $100 Year 1 = (200 × 0.5) ÷ (1 + 0.10)¹ = 100 ÷ 1.10 = $90.91 Year 2 = (240 × 0.5) ÷ (1 + 0.10)² = 120 ÷ 1.21 = $99.17 Year 3 = (300 × 0.5) ÷ (1 + 0.10)³ = 150 ÷ 1.331 = $112.70 Sum of discounted contributions = $90.91 + $99.17 + $112.70 = $302.78 LTV = $302.78 − $100 = $202.78

  • Segmentation and Analytical Approaches (Applicable Across Industries)

LTV = Σ (Segment Revenue × Retention Probability × Margin) Σ — Sum across periods (year, month, etc.) Segment Revenue — Revenue from the customer segment Retention Probability — Likelihood of retaining the segment Margin — Profit margin Use case: RFM analysis, cohort analysis, and multi-category businesses. This approach helps account for the fact that different customer groups have varying levels of value and retention.

How to Use LTV in Marketing and Business: Practical Applications

Knowing your LTV helps companies make informed decisions: how much to invest in customer acquisition, which loyalty strategies work best, and where to identify profit growth opportunities. But how does it work in practice?
  • Customer Segmentation LTV is an ideal criterion for segmenting your audience, allowing you to categorize your customer base — from the most valuable to those generating minimal profit. This helps identify high-potential clients and deliver personalized experiences: VIP offers, tailored communication, special discounts, and more.
  • Forecasting and Planning Revenue prediction is a core use of LTV. With thoughtful approaches like cohort analysis, channel segmentation, and geographic breakdowns, businesses can estimate where future profits will come from.
  • Personalized Offers Analyzing lifetime value reveals which products or services your most valuable customers purchase. This insight enables targeted campaigns, product bundles, and upsell or cross-sell opportunities.
  • Retention and Loyalty LTV directly correlates with brand reputation: customers who feel valued return more often and spend more.
  • Identifying Growth Opportunities in the Customer Experience A declining LTV in a segment signals waning customer interest. Tracking changes in LTV allows businesses to quickly spot issues in service, communication channels, or product offerings and address them proactively.
  • Strategic Planning and Risk Management Knowing LTV helps forecast long-term profitability, plan business scaling, and build realistic financial models. LTV also highlights dependency on a limited customer group. If most revenue comes from a narrow segment, it’s time to consider diversifying audiences and channels, reducing vulnerability to market shifts or changes in customer behavior.
  • Efficient Marketing Budgeting LTV provides a clear answer to: “How much can I spend on acquiring a customer (CAC) while still making a profit?” If LTV exceeds CAC, marketing spend is justified. If not, it’s a signal to optimize campaigns or acquisition channels.

Understanding the LTV:CAC Ratio — What It Is and How to Calculate It

Businesses in the digital market face new challenges: over the past five years, the average Customer Acquisition Cost (CAC) for digital companies has increased by 50%, driven by tougher competition and rising advertising costs on platforms like Facebook and Google. Analyzing the LTV-to-CAC ratio shows how much revenue a customer generates compared to the cost of acquiring them. This insight helps companies decide which customer segments are worth investing in. So, what should the LTV:CAC ratio look like (where LTV = Lifetime Value, CAC = acquisition cost)?
  • Less than 1:1 — the business is losing money.
  • 1:1–2:1 — break-even range; a risky balance.
  • 3:1 — considered a “healthy standard”: acquisition costs translate into profit and scalable growth.
  • 4:1–5:1 — indicates a profitable business, but growth may be conservative due to cautious marketing spending.
It’s important to note that LTV:CAC benchmarks vary by industry. The average 3:1 ratio is only a guideline, not a universal rule. For example:
  • B2B SaaS: typical range 4:1 — optimal for model stability and customer retention.
  • B2C SaaS (mass-market): ~2.5:1 due to lower LTV and broader audience.
  • Adtech: 7:1
  • Cybersecurity, Fintech, Edtech: ~5:1
  • Design: ~6:1
  • Business Services: 3:1
  • Industrial & Pharmaceutical: 3–4:1 If customers are acquired exclusively through paid channels, the average ratio is ~2.5:1.
  • Biotech, Business Consulting, Construction: 4:1
  • Financial Services: 4:1
  • Real Estate: 4:1
Effectively managing the LTV:CAC ratio helps understand whether marketing spend is truly benefiting the business. If a customer’s lifetime value significantly exceeds the acquisition cost, the channel is worth scaling — it’s already profitable. That’s why the 3:1 ratio is considered the baseline: it signals that the business model is ready for growth with profit. A 5:1 ratio, meanwhile, indicates the company can make even more aggressive marketing investments without sacrificing efficiency. This metric is also crucial for external evaluation. Investors directly consider LTV:CAC when valuing a business: a model with a 3:1 ratio is typically valued several times higher than one with only 2:1. Similarly, the ratio affects payback speed: with LTV:CAC around 5:1, marketing costs can be recouped in as little as four months, creating a strong resource for reinvestment and growth.

Key Reasons for Low LTV: Business “Mistakes” That Reduce Customer Lifetime Value

Low customer lifetime value is rarely accidental — it usually stems from specific gaps in strategy, service, or communication. Recognizing these mistakes helps businesses identify problem areas early and fix them before they become systemic losses. Here are the main “mistakes” that can lead to low LTV:
  1. Lack of systematic customer retention efforts Focusing solely on acquiring new customers often leads to existing ones gradually “falling away.” Without loyalty programs, personalized offers, or post-purchase support, even satisfied customers may turn to competitors.
  2. Poor customer experience Slow responses to inquiries, complicated purchase processes, clunky interfaces, or unpredictable delivery delays all undermine trust. Customers remember not just the product, but the entire journey with the brand.
  3. Ignoring personalization Sending the same communications to all audience segments risks losing the sense of individualized attention. Personalized recommendations and content increase repeat purchases and average order value.
  4. Undervaluing post-purchase support Lack of follow-ups, service reminders, or tips on using the product reduces the likelihood of repeat engagement. Customers are more likely to forget about a brand if it doesn’t stay on their radar.
  5. Limited assortment or pricing strategy If customers have nothing new to “discover” in your brand — no new products, promotions, upsells, or cross-sells — LTV stagnates. Expanding your offering allows you to increase purchases per customer without additional acquisition costs.

Seven Ways to Increase Customer Lifetime Value

Improving LTV isn’t an abstract goal — it’s a measurable business outcome. It can be achieved by combining quality service, effective communication, and data-driven decisions. The better a brand understands its customers and responds to their needs, the longer and more profitable the relationship will be. Here are several proven, universal practices that help extend and strengthen customer relationships:
  1. Personalize offers and launch loyalty programs Segment your customer base and use data on past purchases to recommend relevant products and services. Points, bonuses, cashback, or perks for loyal customers motivate them to stay with the brand and buy more often. (For example, about 80% of U.S. consumers belong to loyalty programs — and this increases repeat purchases by around 60%.)
  2. Reactivate passive customers Reach out to customers who haven’t purchased in a while — through special offers, discounts, or personalized messages. With this approach, you can re-engage 20–30% of inactive customers before they are considered fully lost.
  3. Deliver high-quality service Fast support, clear information, and a willingness to resolve issues build trust and encourage long-term loyalty. Research shows that over 90% of customers are willing to make a repeat purchase if they’ve had a positive service experience.
  4. Upsell and cross-sell Offer customers upgraded or complementary products. This not only increases average order value but also enhances the overall product experience. Automated post-purchase offers (for example, right after checkout) can significantly raise customer return rates.
  5. Keep the assortment fresh Regularly introducing new products or modifications keeps customers interested and gives them more reasons to come back. This is especially critical in highly competitive industries, where variety directly impacts purchase frequency.
  6. Provide educational content and demonstrate expertise Guides, tutorials, video lessons, or webinars help customers get more value from your product. This strategy strengthens brand trust and encourages consistent use.
  7. Use analytics to optimize interactions Continuously track LTV and test new tools — from email campaigns to upsell offers. This helps identify which actions deliver the most impact and scale them for greater profitability.

BROCARD Case Study: How LTV Analysis in a CRM System Helped Boost Company Profits

The effective use of LTV analytics in building marketing strategies is clearly illustrated by the success story of BROCARD, the largest perfume and cosmetics retail chain in Ukraine. Since 2018, the company has been using Microsoft Dynamics 365 tools to create personalized customer communications. One of the most impactful initiatives was the automation of birthday-related interactions. Previously, marketers manually compiled birthday lists and sent out generic monthly campaigns. Today, the company has moved to daily personalized communications. To achieve this, four tailored customer journeys were created, targeting different customer segments — from standard discounts to exclusive offers for VIP audiences. These offers are sent seven days before a customer’s birthday and remain valid for another week afterward. This approach quickly became one of the company’s top three most effective marketing activities, thanks to its strong results. Another step toward optimizing customer relationships was the full RFM segmentation of BROCARD’s customer base. By applying the Recency (last purchase date), Frequency (purchase frequency), and Monetary (average spend) criteria, BROCARD built a 5×5×5 RFM cube and then streamlined it into 11 key groups. This allowed for more precise targeting of different customer categories. Special attention was given to “dormant” customers. To win them back, cascade scenarios were introduced:
  • The first offer is sent 9 months after the last purchase, as this was identified as the optimal reminder period.
  • The next offers are sent after 12, 15 months, and so on, with increasing benefits for the customer.
  • Only after three years of inactivity does a customer finally move into the “churn” segment.
The implementation of this strategy delivered tangible results: the number of dormant customers decreased almost fivefold, potential churn decreased 3.8 times, and the churn segment itself shrank 1.5 times. By leveraging the customer lifetime value (LTV) metric, BROCARD gained a clear understanding of which customers bring the greatest value and which engagement scenarios are most effective. Without LTV, marketers would have been working “blindly”, launching the same mass campaigns for everyone. Thanks to this metric, the company was able to:
  • justify investments in personalization,
  • optimize work with different customer segments,
  • balance short-term promotions with long-term loyalty.

FAQ — Most Common Questions About LTV

We’ve put together answers to the most frequent questions entrepreneurs ask about LTV:
  • What’s the difference between LTV and CLV? In most cases, they are synonyms — Lifetime Value (LTV) and Customer Lifetime Value (CLV) both describe the total profit a business earns from a single customer over the entire period of cooperation. The only nuance is emphasis: LTV is sometimes used in a broader sense, including not only financial value but also referrals and brand influence.
  • How often should LTV be recalculated? Ideally, every quarter or after significant changes in pricing, marketing, or customer behavior. In fast-moving industries, even monthly updates may be required.
  • Is LTV analysis relevant for all business models? For nearly all. It is especially important in subscription services, e-commerce, mobile apps, SaaS, and B2B. For one-off purchases (e.g., real estate), LTV is less commonly applied.
  • Can LTV be calculated by customer segments? Yes — and it’s actually recommended. Segment-level LTV helps identify which groups of customers are the most profitable and adjust marketing strategies for each group.
  • How does LTV relate to CAC, ROI, and ARPU? CAC (Customer Acquisition Cost): measures how much it costs to acquire a customer. The LTV:CAC ratio shows the profitability of marketing investments. ROI (Return on Investment): evaluates overall investment efficiency, and higher LTV directly drives ROI growth. ARPU (Average Revenue Per User): average revenue per user, which is one of the components in the LTV formula.
  • Can LTV be integrated into a CRM? Most modern CRM systems allow you to automatically calculate LTV based on purchase history and customer interactions, which simplifies segmentation and marketing planning.
  • What are the most common mistakes in calculating LTV? 1. Using only revenue without considering margin. 2. Ignoring customer retention costs. 3. Applying average values without segmentation. 4. Calculating based on incomplete or outdated data.
If you’d like to implement automation tools to improve your company’s customer relationships, submit a request — and SMART business experts will select the most relevant solutions for you. Request a demo
October 9th, 2025 16 min read
Brocard плашка для сайту 2x
Antonina Ogandzhanian
Antonina Ogandzhanian
Head of Marketing Projects, BROCARD
Microsoft Technologies That Drive Sales: How BROCARD Builds Daily Dialogues with Millions of Customers
“We must free ourselves of the hope that the sea will ever rest. We must learn to sail in high winds.” These words by Greek entrepreneur Aristotle Onassis perfectly reflect BROCARD’s philosophy — a brand that boldly transforms itself with the help of technology.
BROCARD is Ukraine’s largest perfume and cosmetics retailer. Customers return here for beauty, inspiration, style, mood, and the emotions they experience when purchasing products from their favorite brands. For the company, understanding what each customer truly needs is essential. But when your customer base counts in the millions, building personalized engagement is nearly impossible without modern technologies and automated tools. BROCARD’s ability to remain a leader both in the market and in the hearts of its customers stems from relentless effort and the adoption of cutting-edge, innovative approaches.

A Bit of Background:

Since 2016, SMART business has been BROCARD’s technology partner. Over the years, the company has implemented a range of Microsoft ecosystem solutions for financial and management accounting, POS operations, warehouse management, and more. Starting in 2023, the focus shifted to automating marketing processes as well. BROCARD introduced several Microsoft solutions, including:
  1. Dynamics 365 Customer Insights Journeys — a tool for effectively orchestrating customer interactions across different channels, ensuring a personalized approach to every shopper.
  2. Dynamics 365 Customer Insights Data — a customer data platform that consolidates, analyzes, and leverages diverse information sources to enhance customer engagement.
  3. Dynamics 365 Customer Voice — a solution for collecting and analyzing customer feedback, providing valuable insights into satisfaction and loyalty.
They also adopted a proprietary tool developed by SMART business — SMART Connector for GMS, which is integrated directly with Customer Insights Journeys. The connector played a key role in launching omnichannel marketing campaigns by enabling integration of Viber and SMS through a local provider. This made it possible to automate customer communications and launch messaging across these channels. In addition, the connector provided advanced analytics on campaign performance, improving customer engagement and increasing overall effectiveness. Together, these solutions formed a powerful marketing ecosystem for BROCARD, built on the centralized Microsoft Dynamics 365 platform. The implementation story was originally shared in a detailed case study, but since then two years have passed. At RAU Expo 2025, Antonina Ogandzhanian, Head of Marketing Projects at BROCARD, presented the company’s progress over this period, highlighting how it bridges marketing and technology in their daily work with customer experience.

BROCARD’s IT Revolution: Key Transformation Triggers and Processes Implemented on the Microsoft Platform

BROCARD is an omnichannel retailer with 69 stores in 22 Ukrainian cities, reaching 3 million visitors monthly across its online channels, including the company website and the BROCARD app, which has already surpassed 1 million installations. The app now generates more than half of the company’s online sales. In recent years, BROCARD has undergone a true IT revolution. One of the main catalysts of this transformation has been the CRM department. For many years, the CRM team successfully managed a vast customer base. However, the functionality of the CRM system — implemented back in 2009 — gradually fell short of meeting the evolving needs of the business. At its launch, the system was truly innovative, but over time it lost its capacity for growth. As a result, the company faced the necessity of a complete overhaul of its customer relationship management system and chose to implement Microsoft solutions. A second major trigger for transformation was the company’s plan to launch an online store. The BROCARD team aimed to process online orders from multiple warehouses using wave picking. However, the existing system could not support this approach. Consequently, the company set itself a strategic objective — to implement an integrated system fully adapted to retail. The first step was the launch of the online store website. Its frontend was developed on Magento — a popular e-commerce platform that provides a convenient user interface and flexibility for online store development. The back-office processes were powered by LS Central, an industry-specific ERP solution for retail built on the Microsoft Dynamics 365 Business Central platform. Thanks to its extensive customization capabilities and seamless integration with business processes, LS Central proved to be the perfect choice for retail, providing the company with functionality for:
  • Order management
  • Contact center automation
  • Warehouse process automation and the launch of wave picking
  • Product catalog management
  • Support for marketing activities (including promotions)
The next stage was the digitalization of POS systems in physical stores. At the same time, BROCARD launched a key project — the transition to a new CRM system: Microsoft Dynamics 365 Customer Insights. BROCARD became the first company in Eastern Europe to implement a fully functional CRM system on this platform, which enabled:
  • Flexible customer data consolidation
  • A full 360° customer view
  • Advanced audience segmentation tools
  • Extensive capabilities for personalized communication
  • Functionality for building complex, branched Customer Journey scenarios
  • Integration of Dynamics 365 Customer Voice for surveys, allowing the creation of questionnaires, as well as the collection and analysis of customer feedback

Results of Implementing the Microsoft Solutions Ecosystem

The launch of a unified, integrated ecosystem of solutions based on Microsoft opened up an entirely new level of efficiency and business process alignment for BROCARD. The company gained a holistic, scalable infrastructure that provides:
  1. Seamless integration of all business components — instead of a “zoo” of systems that failed to synchronize, all processes now run in harmony within a single environment.
  2. High-level data protection that meets modern security and privacy requirements thanks to Microsoft’s built-in tools, including data encryption, multi-factor authentication, access management, and more.
  3. Cloud-based operations that ensure high availability, flexibility, and business stability regardless of physical infrastructure, user geography, or changes in the operating environment.
  4. A scalable architecture that allows the system to expand easily in line with business needs — adding new modules, connecting additional services, and adapting to company growth without requiring a complete overhaul or replacement of IT infrastructure.
  5. Full transparency and audit trails, a key advantage for a company that operates openly and complies with all legal requirements. This level of control builds partner trust, simplifies audits, and reduces the risk of human error.
  6. Resilience to external risks — for example, POS terminals continue to operate even during power outages or internet loss thanks to local data caching and offline mode. This ensures uninterrupted sales and secure data storage for later synchronization with the central system.
  7. Instant customer data updates in the system, which are critical for quality personalization and fast service.
  8. Improved cross-department collaboration — no more exchanging spreadsheets, files, or endless email threads, since all data is stored centrally and available in real time.
As a result, BROCARD has gained a streamlined IT ecosystem that unites all areas of its business: from omnichannel retail to advanced customer data analytics and automated engagement with millions of shoppers.

Practical Cases: How BROCARD’s IT Ecosystem Helps Engage Real Customers

Case #1 — Working with Birthdays

One of the most vivid examples of effective customer engagement is communication around birthdays — an emotional occasion when people are especially inclined to make purchases. At the same time, it’s a highly competitive period in the market, making it crucial to create an offer that truly resonates. Previously, BROCARD marketers manually compiled lists of birthday customers for the month and sent a generic mass mailing once a month with just two standard offers. Now, the company leverages a personalized approach: communications are sent daily, with four distinct automated customer journeys designed specifically for birthday campaigns. Each journey targets a separate dynamic customer segment with its own tailored offer, such as a personal promo code, a percentage discount, or a special perk for VIP clients.

This automation enables:

  • Daily delivery of personalized messages
  • Four automated customer journeys for four dynamic customer groups
  • Journeys that track the occasion seven days in advance — after several experiments, the company optimized the strategy to send communication seven days before the customer’s birthday, with the offer valid for another seven days afterward
  • Unique promo codes, secured by linking them to a phone number and PIN
  • Name validation against a directory to avoid spelling errors
Previously, marketers couldn’t imagine managing birthday campaigns daily. Now, the automated strategy saves significant time and resources. What’s more, birthday communications generate such impressive sales volumes that they’ve become one of the top three most effective marketing activities at BROCARD.
Antonina Ogandzhanian
Head of Marketing Projects, BROCARD

Case #2 — Reactivating “Dormant” Segments

After implementing the CRM system based on Microsoft solutions, BROCARD was able to fully leverage RFM segmentation of its customer base. This classic approach groups customers according to three key criteria:
  1. Recency — how recently the customer made a purchase.
  2. Frequency — how often the customer buys.
  3. Monetary — the total amount spent.
Using these parameters, the company built an RFM cube with dimensions 5×5×5, resulting in 125 unique segments. To make management more effective, these segments were consolidated into 11 key groups, which BROCARD actively engages with. Special attention is given to “dormant” customers. For this segment, a cascade of activities was implemented to reactivate customers and encourage repeat purchases. The first contact occurs nine months after the last purchase, sending the customer a personalized offer with attractive conditions. You might wonder: why a nine-month wait? In the product categories BROCARD works with, this gap does not yet indicate a loss of interest. Moreover, other scenarios exist for customers with shorter gaps — for example, welcome campaigns or activation of new customers. If there is no response, the next communication is sent after 12 months, then after 15 months, and so on, with each new step increasing the benefit for the customer. Only after three years of inactivity does the company stop sending offers to save marketing budget, and the customer moves into the “churn” segment. The cascading scenarios, launched about a year ago, have already delivered significant results:
  • The “dormant” segment shrank by 4.9×
  • The potential churn segment decreased by 3.8×
  • The churn segment decreased by 1.5×

Case #3 — Working with Wishlists

Another important source of data for personalized communication is the wishlists on the BROCARD website. Information about which products customers add there is automatically transmitted to the CRM system. Marketers then process this data and configure targeted communications based on it. This mechanism enables:
  1. Using wishlist data to promote certain brands or individual products.
  2. Personalizing prices for specific customer segments, making offers more attractive — for example, notifying customers about price reductions on items from their wishlist.
  3. Increasing the effectiveness of campaigns, as communications are based on the customer’s actual interests.
As a result, the company gains significant benefits: efficient use of marketing budget, high conversion rates, and increased customer satisfaction, as clients receive appealing offers for products they genuinely want.

Case #4 — Promotion Hierarchy

BROCARD can run up to 50 promotions simultaneously. Therefore, one of the company’s most important tools is a flexible promotion management system built on Microsoft Dynamics 365 Business Central. Some promotions are visible to customers — for example, discounts or gifts with purchase — while others are purely technical, such as restrictions on maximum discounts for luxury brands according to contractual terms. Promotions can take different forms:
  • Percentage or fixed-amount discounts
  • Special offers that are valid only in certain locations, channels, or for a defined period
  • Promotions on the entire assortment or specific brands
  • Gifts with purchase, and more
Importantly, all these variations can be configured without involving IT specialists — simply, quickly, and flexibly. The system automatically synchronizes promotions across channels and ensures they are up to date at every customer touchpoint. As a result, the company achieves a “win-win-win” for everyone:
  1. Marketers save time entering promotions into the system.
  2. Customers always get the best price — if a product qualifies for multiple promotions, the system automatically applies the best discount.
  3. Cashiers can focus on serving customers, as the system handles all calculations automatically, eliminating the risk of errors.

Case #5 — Promo Codes

Promo codes at BROCARD are actively used for personalized campaigns and promotions. They are created and calculated in the ERP system, then delivered to customers via CRM based on segmentation and communication channels. The process works as follows: In the ERP system:
  • The promo code is generated.
  • Activation rules are defined.
  • During purchase, the system automatically applies the discount or triggers the corresponding promotion.
In the CRM system:
  • Audience segmentation is performed to determine who will receive the promo code.
  • Communication is launched — triggered, for example, on a customer’s birthday or when they move into a different segment.
Promo codes are distributed across all possible channels: SMS, email, Viber, push notifications, the app’s notification center, and they can also be used in partner promotions, social media campaigns, or influencer marketing campaigns.

Case #6 — Next-Generation Gift Cards

At the beginning of 2025, BROCARD also launched a new feature — electronic gift cards, complementing the existing system of plastic cards that has been successfully operating for over 20 years. The new functionality was implemented on the Business Central ERP system. Additionally, the electronic gift cards have a high level of security:
  • They are created only after purchase.
  • They are linked to a phone number.
  • They are protected with a one-time dynamic password.
The company expects that implementing electronic gift cards will bring an additional +6% to turnover. A key factor in implementing these scenarios is the deep integration of the CRM system with all BROCARD channels — the website, mobile app, and POS terminals. This ensures that data flows into the CRM almost in real time, allowing the company to respond quickly to customer behavior and trigger the appropriate communications. Events from online channels — such as adding a product to a wishlist, abandoned carts, birthdays, or changes in loyalty program levels — are instantly recorded in the system. Based on these triggers, marketers can easily set up automated customer journeys that launch precisely when relevant. This not only simplifies operations but also enables true personalization in customer interactions.

Conclusions: How Implementing Microsoft-Based Solutions Transformed BROCARD’s Marketing

Implementing a Microsoft-based ecosystem completely changed BROCARD’s approach to customer engagement. Marketing has evolved into an intelligent system that acts precisely, quickly, and in the right context. Today, these technologies provide BROCARD with several key advantages:
  1. True understanding of the customer — not just their age or location, but deeper behavioral patterns, preferences, and habits.
  2. Instant responses to customer actions — regardless of the channel, since data flows into the CRM almost in real time.
  3. Significant reduction in time needed to analyze information and launch new initiatives.
  4. Improved effectiveness of marketing campaigns — through precise segmentation, personalization, and the use of triggers.
  5. Optimization of marketing costs — only relevant campaigns for the right audience.

Why can we confidently say this works?

BROCARD is always where the customer is: in the app, on the website, in stores, on Viber, SMS, email, push notifications, etc. This is event-based marketing built on segments, data, and omnichannel logic. Every customer event — from a birthday to activity on the website — becomes a touchpoint that triggers personalized communication. Currently, the company uses over 300 dynamic segments for targeted communications and more than 20 triggers that launch the corresponding scenarios. In total, over one and a half years, more than 1,500 customer interaction scenarios have been configured in the system.
Implementing fundamental solutions for customer data processing is the first and foremost step toward adopting AI and predictive models. BROCARD is already confidently moving forward along this path. Experience shows that those who sow the seeds of change first will be the first to reap the harvest. That’s why at SMART business we were glad to see BROCARD embrace hyper-personalized marketing, and we will be just as happy to celebrate their success in mastering AI.
Denys Shevchuk
Business Development Manager for CRM solutions

A partnership that delivers results

It was also emphasized that all these innovations would not have been possible without a technology partner. BROCARD chose SMART business because the company is the largest Microsoft partner in Central and Eastern Europe, with over 400 certified specialists and sufficient resources to execute large-scale projects of any complexity.
SMART business has experience implementing all Microsoft solutions, and our collaboration has lasted a full 8 years. Often, we come with just an idea or a dream, and together we dive into the project, even if much is unknown at the start. But thanks to the synergy of our teams, we confidently navigate this path and achieve the desired results. We know for sure — many ambitious plans lie ahead!
Antonina Ogandzhanian
Head of Marketing Projects, BROCARD
BROCARD’s experience proves it: digitalization is an investment in business growth. High-quality segmented marketing is only possible when a strong team is supported by modern IT solutions. Thanks to the transformation the retailer began back in 2016, today, in 2025, BROCARD is among the Ukrainian retailers that can proudly offer personalized communication with each of its 2.5 million customers — often directly leading to a purchase. Moreover, the Microsoft solutions ecosystem has provided BROCARD with seamless integration across key business functions. Financial and management accounting, warehouse operations, website and app processes, customer communications, and office work are all united by the technologies of a single vendor. As a result, customer, sales, and financial data are consolidated without duplication. And as the saying goes: those who hold information, hold the world.
Kyrylo Rudnev
Co-Founder and Managing Partner, SMART business
Want to build your own IT ecosystem or implement a specific CRM, ERP, or other solution? Request a consultation, and the SMART business team will help you select, implement, and scale the software product that delivers the results you want.
September 18th, 2025 1 min read
Release SMART CRM 1200x628
SMART Connector for YouControl: fast CRM enrichment with counterparty data
From now on, SMART CRM and any solution built on Power Platform (Power Apps / Microsoft Dynamics 365) includes the functionality to verify counterparties and track changes in their activities. This has become possible thanks to the integration with YouControl. YouControl is a service that collects comprehensive information about Ukrainian companies and any changes related to them. By using it to check partners and counterparties, you protect your business from legal sanctions, financial losses, reputational risks, and corruption scandals. We value integrity in business relations, which is why we created SMART Connector for YouControl — an integration that allows you to easily enrich your CRM with the necessary counterparty data.
The new connector provides businesses with the following capabilities:
  • Automatic filling of customer records with data from the YouControl service.
  • A ready-to-use integration template and automation of custom scenarios (with Microsoft Power Automate Flow) based on it in SMART CRM solutions, Power Apps, or Microsoft Dynamics 365.
  • Sanctions list check with display of identified sanctions, publication dates, sources, and descriptions.
  • Tax debtor list check.
  • Access to a list of court cases related to the counterparty, along with additional details such as case status, subject of the claim, court name, ruling, and more.
  • Initiation of checks in various scenarios:
    • Manual check by a system user directly from the business partner’s record.
    • Automated scheduled checks.
Fill out the form — and we will discuss all the possibilities SMART CRM and connectors open up for your company.
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