ADEZZ cultivates growth and innovation with Dynamics 365

ADEZZ is a Dutch manufacturer specializing in high-quality, innovative garden and landscaping solutions. As a growing business, the company faced challenges with fragmented systems, siloed data, and customer support, particularly with language differences.

ADEZZ solved its challenges by implementing Microsoft Dynamics 365 Contact Center, Dynamics 365 Sales, and Microsoft 365 Copilot, giving sales and service teams a unified platform for customer support and adding real-time translation across five languages. The new solution has improved customer service and quotation tracking and aligns with the organization’s goals of doubling revenue and enhancing customer satisfaction.

Looking to sustain growth

ADEZZ, headquartered in the Netherlands, has established itself as a premier manufacturer of high-quality outdoor products—planters, water features, and garden accessories—serving a diverse customer base across more than 15 countries. Renowned for its commitment to craftsmanship, innovation, and rapid delivery, ADEZZ offers over 2,500 SKUs and manages 40,000 square meters of warehousing. The company’s promise of a five-day turnaround and its ability to deliver more than 3,000 product variations have made it a trusted partner for both B2B and B2C clients throughout Europe.

The company’s business has surged over the past decade, with annual growth rates reaching 40 percent and expansion across Europe, with sales teams and offices now located in the Netherlands, Germany, Poland, Belgium, France, and the United Kingdom.

This rapid growth, while a testament to ADEZZ’s market strength, brought new operational complexities. Supporting customers across borders and maintaining the company’s hallmark speed and quality became increasingly challenging because the company still relied on an internal ERP system, developed by a local IT firm, which handled accounts, contacts, and quote management. The company managed customer service through a standalone Dutch tool (cm.com) and used Microsoft Teams telephony for incoming support calls. No CRM system was in place, and ADEZZ tracked quotations and customer interactions manually, often resulting in fragmented data and siloed teams. When a customer called to discuss a quote, sales and service employees had no 360 degrees overview of all open quotes, or which service cases were running.

“We had to follow up mostly from our ERP system, which was custom-made. There was just a small, automated follow-up, and we wanted to improve that. We wanted to have all customer-related communication in one system, both from a service as a sales perspective” says Rob Geene, Managing Director and Co-owner of ADEZZ.

The lack of unified customer data led to inefficiencies, missed follow-ups, and limited visibility into quotation conversion rates and customer satisfaction. Multi-language support was also a persistent challenge, with only a handful of employees able to manage inquiries in French, German, or Polish. “If a French-speaking customer called and the French-speaking customer representatives were out, we couldn’t respond effectively,” says Geene. 

Streamlining customer service by unifying voice, chat, and email 

ADEZZ’s leadership recognized that a new technology approach was needed to sustain growth and deliver on the company’s customer promise. The search for a solution was thorough. “We looked at a lot of applications,” Geene recalls. “Most were good at either customer service or CRM, but not both.”

The search led ADEZZ to Microsoft Dynamics 365. “The familiar interface, seamless integration with Office 365 and Power BI, and the potential for unified sales and service won us over,” says Geene.

Microsoft’s investment in AI also influenced the decision. “We foresee real potential there for the future of our company,” Geene says.

ADEZZ embarked on a multiphase implementation, working closely with Fellowmind, a Microsoft partner focused on Dynamics 365 Contact Center for customers wanting to implement or replace contact center operations. Using templates and standardized processes, Fellowmind helped ADEZZ implement Dynamics 365 Contact Center in eight weeks, followed by Dynamics 365 Sales. The implementation enabled voice, chat, and email channels for over 20 customer service and sales representatives.

ADEZZ deployed Microsoft 365 Copilot to deliver real-time message translation and enable multilingual support across the Netherlands, Germany, France, Poland, and the United Kingdom. As a result, customer service representatives can understand and interact with any customer in the language of their choice. The organization also uses Power BI to build reports fed by hourly data extraction from the ERP system.

Resolving calls on first contact

Using Dynamics 365, ADEZZ sales and service teams now operate from a single application that provides a 360-degree view of customers. When employees receive a customer call, they can see all transactions and previous interactions with the customer, resolving more calls on first contact.

“Our service and sales teams work closely together, and it’s important they can access client data on the same platform,” Geene says. “Dynamics 365 gives us that ability. Now, when customer representatives receive a call, they can see all transactions and previous interactions with the customer, meaning more calls can be resolved on first contact.”

As a result, the company can measure customer quotations at the right level, a key factor in enabling ADEZZ to reach its goal of doubling revenue. The company also overhauled its sales structure, with a pyramid model for tracking projects, clients, and quotes. “Every step has to be answered in Dynamics 365, so we can now measure our real conversion. Before, we didn’t have real insight other than the complete quotation portfolio including double counting of quote versions for one and the same project,” says Geene.

With a unified solution at their fingertips, ADEZZ customer service representatives are more efficient and productive. So far, this has translated into improvements in key customer service metrics, with reduced call abandonment and target response time under 10 seconds. “We still expect further improvements in these numbers, but it’s getting better and better,” says Geene.

Enabling multilingual support across five countries 

ADEZZ is taking advantage of Microsoft 365 Copilot message translation to increase its multi-language support capabilities in all regions. “With Microsoft 365 Copilot, our customer service representatives can understand and communicate with any customer in the language of their choice,” Geene says. “That helps us support other countries and expand to new regions, without needing to hire people who speak five or six languages.”

Transcription features in Microsoft 365 Copilot have also helped ADEZZ improve cross-team visibility and follow-up. “There’s a lot of transcription of phone calls for the service app, so we can read back what was discussed with clients. If a customer support rep has a complaint, the sales rep can see what was discussed and give good feedback,” explains Geene.

Increasing visibility and easing quotation follow-up 

Power BI reporting gives ADEZZ real-time insights into margins, transportation costs, and product performance, giving sales teams better visibility. “With Dynamics 365 and Power BI, we can track margins in much more detail and slice them by customer group, country, or material. We also track transportation costs, which helps us be smarter with pricing and shipping policies,” says Igno Wouters, Controller at ADEZZ.

The solution has also helped the company reduce manual customer follow-ups by centralizing sales quotation data. “Now, from a team perspective, you’re always in control of your quotations and workload,” says Geene. “The follow-up of quotations is way better. I don’t have to remind my sales reps every time—now the system does it, and everyone has to manage their tasks before the end of the week.”

Additionally, the company’s account managers are using a Dynamics 365 Sales mobile app for on-the-go access and reporting while in the field. “Account managers can look up the latest contact information before going into a client’s office, or they can publish their visit reports quickly,” Wouters says. “That saves a lot of time, and we’re starting to see mobile adoption increase.”

Adding agentic automation 

In the company’s next implementation phase, it plans a full ERP migration to Microsoft Dynamics 365 Business Central, with the goal of having all companies in the ADEZZ portfolio on the same solution. ADEZZ also plans to use Microsoft Copilot Studio and Foundry Agent Service for multi-agent support and automation of templated responses and product information. “We’re working on a lot of templating and chat systems, so AI can recognize client questions and suggest answers or product information. That’s something we want to implement in the coming year,” Geene says.

As ADEZZ looks to the future, the company stands ready to cultivate even greater growth—rooted in data, powered by AI, and inspired by a strong focus on customer success.