thyssenkrupp Schulte increases insights, personalizes customer interactions with Dynamics 365 Sales

thyssenkrupp Schulte worked with a varied and underutilized customer relationship management (CRM) landscape that made cross-departmental collaboration and insights into customer journeys difficult.

After testing various CRM tools, the business chose Microsoft Dynamics 365 Sales and began rolling out the tool to 600 salespeople with the support of its Microsoft Customer Success Manager and resources from the Dynamics 365 Customer Success Hub.

Today, thyssenkrupp Schulte has gained an in-depth view of customer interactions, improved cross-departmental collaboration, and taken a more proactive approach to marketing.

With over 125 years’ experience in steel and materials trading and great customer support, thyssenkrupp Schulte understands the importance of providing customers with a robust supply chain. In the past, this didn’t always happen efficiently.

Dennis Herzinger, Product Owner CRM at thyssenkrupp Schulte, explains, “Customer-specific processes in sales, service, and marketing were operated and mapped with different systems.” This meant that processes were disconnected from the technology people used daily, impeding collaboration. Finding a user-friendly solution that interoperated with thyssenkrupp Schulte’s existing technology was top of mind when a dedicated team began searching for a new solution.

Boosting speed to value with an intuitive new solution

thyssenkrupp Schulte needed a solution that emphasized ease of use. After looking into several different CRM products, it came to the conclusion that Microsoft Dynamics 365 Sales was the best fit. Interoperability with other tools in the Microsoft ecosystem was a standout capability of Dynamics 365, according to Herzinger. “Employees really appreciate that Dynamics 365 Sales retains the familiar look and feel of other Microsoft solutions.”

Today, thyssenkrupp Schulte employees use Microsoft Power BI, Outlook, and Microsoft Teams in conjunction with Dynamics 365 Sales for an intuitive, holistic experience.

Our Dynamics CRM helps our employees work in an even more customer-oriented manner and to organize their day-to-day work more effectively.

Dr. Philipp Kersebohm, Head of Digital Tools and Solutions, thyssenkrupp Schulte

Taking trainings on the road

In preparation for the Dynamics 365 Sales rollout, Microsoft experts helped thyssenkrupp Schulte use resources from the Dynamics 365 Customer Success Hub to develop a roadmap for a successful pilot. Despite the company’s 600 salespeople and dispersed workforce, Herzinger and his colleagues opted for an in-person approach. Early communications and information sessions were designed for specific user groups, with targeted training sessions prior to the launch. Onsite sessions allowed employees to share feedback in real time.

Improving transparency and personalizing communications

Sales teams at thyssenkrupp Schulte are divided into two groups, managing either long-term projects or daily operations. Previously, siloed workstreams made it difficult to ensure a smooth customer experience. “With Dynamics 365 Sales, we can get the departments in one system where they can easily see each other’s activities, boosting transparency overall and helping us work together more effectively,” says Herzinger.

thyssenkrupp Schulte also wanted to better personalize customer communications. By bringing their marketing team into the system, salespeople get a better view of the customer journey. Both teams use Power BI to further improve insights and make more informed decisions. “We support the numbers from our Power BI reports with a 360-degree view on the account form where we present the latest communication, activities with the customer, basic info, and certain KPIs within one view,” explains Herzinger. The result is more detailed, customizable data that supports a tailored customer experience.

“Our Dynamics CRM helps our employees work in an even more customer-oriented manner and to organize their day-to-day work more effectively,” notes Dr. Philipp Kersebohm, Head of Digital Tools and Solutions at thyssenkrupp Schulte. “The CRM makes cooperation between sales, marketing, and service more transparent and precise, allowing us to concentrate on our core business: focusing on the needs of our customers and the market.”

Employees really appreciate that Dynamics 365 Sales retains the familiar look and feel of other Microsoft solutions.

Dennis Herzinger, Product Owner CRM, thyssenkrupp Schulte

Looking to the future with Microsoft 365 Copilot

thyssenkrupp Schulte has made its name by staying ahead of the curve, and the company’s enthusiasm for AI in the workplace is no exception. The business is planning to embrace Microsoft 365 Copilot to help sales employees save time on repetitive tasks and spend more time interacting with customers. “Copilot can help our sales colleagues structure their day, and this increasing efficiency and a focus on value-adding activities is a big advantage for our company,” says Herzinger. “And the use of knowledge databases to strengthen the efficiency of customer service teams is another area of big potential we are excited about.”

Copilot can help our sales colleagues structure their day, and this increasing efficiency and a focus on value-adding activities is a big advantage for our company. And the use of knowledge databases to strengthen the efficiency of customer service teams is another area of big potential we are excited about.

Dennis Herzinger, Product Owner CRM, thyssenkrupp Schulte

With Dynamics 365 Sales, we can get the departments in one system where they can easily see each other’s activities, boosting transparency overall and helping us work together more effectively.

Dr. Philipp Kersebohm, Head of Digital Tools and Solutions, thyssenkrupp Schulte