Solution for registering and processing orders in B2C sales

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

“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

“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

“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?

“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?

How has automation impacted the Aqua Plus business?

“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 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?

Quantitative results

• 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

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.

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

• 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

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

Step one: expanding the CRM communication layer

Step two: implementing an ERP system

“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

“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

SMART Customer Survey Capabilities

Benefits for Your Team

• Dynamics 365 Sales,
• Dynamics 365 Customer Insights,
• Dynamics 365 Customer Service,
• Dynamics 365 Field Service,
• Dynamics 365 Contact Center

Practical Advantages of Microsoft Dynamics CRM in Customer Engagement

• 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

• 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.

• 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

Case Study — System Integrator SEETON

Dynamics 365 Customer Insights: Optimizing Customer Relationships

• 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

Dynamics 365 Customer Service: Delivering Flawless Customer Support

• 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)

Dynamics 365 Field Service: Optimizing On-Site Service Operations

• 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

Dynamics 365 Contact Center: Establishing Customer Connections

• 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%

Microsoft Dataverse: A Common Data Language for the Entire Company

Pricing for Microsoft Dynamics 365 CRM

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

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.

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.