Emperor Financial Services elevates customer engagement using Dynamics 365 and Copilot Studio

Emperor Financial Services Group (EFSG) is a leading company in Hong Kong that specializes in bullion (bulk precious metals), Foreign Exchange Market (forex), and Contract for Difference (CFD) trading. With its need to centralize applications and improve customer service, EFSG implemented Microsoft Dynamics 365 Contact Center, Dynamics 365 Customer Service, Microsoft Power Platform, and Microsoft Copilot Studio into its daily operation. With the new solutions, EFSG’s customer service performance has been significantly enhanced with personalized support and increased agility, scalability, and adaptability.

Seeking a unified customer service solution

For more than 45 years, Emperor Financial Services Group has established itself as a trusted expert in precious metals and forex trading in Hong Kong.  With a diverse client base and a reputation for excellence, EFSG has long been recognized for its commitment to innovation and customer-centricity. As part of this commitment, the company launched the app "Eunify," featuring a user-friendly interface that allows customers to conveniently access their trading accounts and conduct FX and precious metals transactions in one place.

The company’s drive to deliver seamless, omnichannel experiences has been a key differentiator in the highly competitive financial services market. However, this became challenging as EFSG’s customer service operations were fragmented across multiple platforms. Frontline staff managed customer interactions using physical phones for calls, mobile devices for WhatsApp messages, and web portals for live chats. This siloed approach resulted in time-consuming processes, disorganized data storage, and operational inefficiencies.

The lack of integration made it difficult to deliver a coherent customer experience, especially as expectations for fast, personalized service continue to rise. Customer service supervisors faced difficulties determining which conversations required immediate attention, hindering their prioritization of conversation interventions. Remote work further exposed the limitations of the legacy system. Scattered data made it challenging for customer service representatives to access the information they needed, and therefore sensitive customer data wasn’t always adequately protected. The company faced mounting pressure to enhance customer satisfaction, reduce operational costs, and improve data management. 

Centralizing communications across all channels

EFSG’s leadership team recognized that meeting modern customer expectations required a fundamental upgrade in technology. After a thorough evaluation of available solutions, the company selected Microsoft Dynamics 365 Contact Center, Dynamics 365 Customer Service, Microsoft Power Platform, and Microsoft Copilot Studio as the foundation for its transformation.

EFSG chose Dynamics 365 because it offered a single, integrated environment for managing customer interactions across all channels, with a cloud-based architecture to provide robust security features and flexibility to scale to meet company growth. Additionally, EFSG wanted to take advantage of Copilot Studio to automate routine tasks, enabling staff to focus on more complex customer needs.

The Dynamics 365 implementation was a collaborative effort involving EFSG’s internal team and a trusted Microsoft partner, Itopia Limited. Itopia played a crucial role in designing the system architecture, developing workflows, and integrating features to ensure seamless operation. They conducted comprehensive training sessions to equip customer service representatives with the skills needed to leverage the new tools effectively.

EFSG customer service representatives and support managers use Dynamics 365 Contact Center, the Customer Service hub, and Omnichannel, for representatives to interact with customers through various channels (chat, email, phone, social media) from a single interface, allowing them to switch between channels seamlessly, ensuring a consistent customer experience. Support managers can also monitor interactions in real time to identify trends and areas for improvement, thus utilize case management in Dynamics 365 Customer Service to track and resolve customer issues with elevated efficiency.

To customize workflows for different markets, EFSG leverages the Contact Owner field in Dynamics 365 to effectively segregate customer data across entities. This approach allows each customer service team to manage their respective market’s data without the need for extensive customizations.

EFSG utilizes Power Automate to automate workflows for process efficiency, Power Apps to build custom applications, and Power BI dashboards for advanced analytics and reporting capabilities for performance monitoring.

The company also incorporated Copilot Studio to build custom chatbots, which is connected to customer data to generate personalized interactions. The service chatbots are able to help handle common inquiries and also provides instant responses to customers, significantly reducing the workload on human agents. For instance, during a customer call about a billing problem, the chatbot automatically generates a summary of previous interactions to help customer service representatives update case notes in real time. Using Copilot Studio, the company’s customer service managers can also review feedback on chatbot flows and make necessary adjustments.

In addition, the AI-powered speech recognition feature during phone calls help automatically transcribe conversations. This feature saves time for customer service frontlines on note-taking and ensures accurate records of customer interactions, enabling future referencing for follow-up or audits.

The AI-driven text-to-speech feature also enables automated customer interactions. When customers call, a professional greeting message is played followed by a menu description outlining different inquiry categories (such as billing inquiries, technical support, or product information), of which customers can easily select their desired category using their phone keypad. On the other hand, customer service frontline can update FAQ answers and greeting messages in a few clicks within the system. This ensures that the information is always current and relevant, allowing rapid adjustments in response to changing customer needs or new product offerings. 

Enhancing customer satisfaction through deeper insights and personalized support

By deploying Dynamics 365, EFSG has established an integrated and unified customer service platform, eliminating the need to juggle multiple devices and applications, which has reduced response times and improved case resolution rates. Having all interaction records stored in one place also offers a clear view of customer history, enabling a quick and clear understanding on clients’ issues with increased service efficiently, while gaining deeper insights into customer behavior, preferences, and pain points.

“With Dynamics 365, we’ve fundamentally transformed our customer service operations—delivering faster, smarter, and more personalized experiences at scale,” says Jen Huang, Manager of Customer Service, Emperor Financial Services Group.

With these capabilities, EFSG can deliver faster, more consistent support across all channels, increasing customer satisfaction. The company can also gain real-time insights into customer interactions during conversations by sentiment analysis, which effectively aids supervisors to prioritize interventions and optimize team performance to further elevate customer satisfaction. 

Gaining agility, scalability, and adaptability

Beyond customer service, EFSG is also seeing operational benefits from adapting Dynamics 365 and Power Platform. For example, because Dynamics 365 enables quick deployment and adjustments without extensive reconfiguration, EFSG can scale the solution easily as it expands into new markets or modifies existing operations. In addition, the ability to quickly adapt workflows and processes using Power Platform tools allows the organization to remain agile in responding to changing business requirements and market conditions, how Power Apps integration simplifies updates and modifications also allows the company to adapt changes without significant overhead.

Dynamics 365’s ease of management means that EFSG’s customer service can manage data efficiently without requiring complex customization efforts, while the automation of routine tasks lowers operational costs and allows the company to reallocate resources to higher-value activities.

“Implementing Dynamics 365 has transformed our operations by streamlining processes and enhancing productivity across the board. This powerful platform not only integrates our data seamlessly but also provides valuable insights that empower our teams to make informed decisions,” says Angela Chen, Senior Director of Business Operations, Emperor Financial Services Group. “With Dynamics 365, we've significantly reduced operational costs while improving customer satisfaction, allowing us to focus on innovation and growth.”

What’s next

Emperor Financial Services Group is committed to continuous improvement and innovation. The company plans to expand its use of Dynamics 365 Contact Center to create further business value, including developing training programs for customer service teams and enhancing marketing strategies. The company also plans to use Dynamics 365 Customer Insights to automate and enhance marketing campaigns for new and existing customers and is actively exploring additional AI-driven capabilities in Copilot Studio.