BIPA cuts after-sales processing time by 25% with Microsoft Dynamics 365

BIPA is a manufacturer of exterior joinery, specializing in PVC, and part of the Groupe Liebot — a leader in the French window and façade market and one of the top players in Europe. The company prides itself on delivering excellent quality and building strong relationships with customers and partners. With ambitions to serve the entire French market, BIPA recognized that sustainable growth would require a fundamental shift in how it managed customer data and sales operations.

But BIPA was being held back by a challenge many organizations can relate to: customer information was stored across different tools and departments, making it difficult to centralize knowledge and ensure consistent visibility across teams. This fragmented approach limited collaboration and made it more challenging to maintain continuity in customer relationships.

Most critically, when a salesperson moved on from the company, there was the risk that valuable customer knowledge and relationship history would leave with them, adding further challenges to managing commercial relationships.

BIPA’s leadership knew that to achieve their growth ambitions, they needed to move from an organization driven by individual initiatives to a collective, data-driven operation.

A transformation project, not just a tool deployment

BIPA recognized that to improve performance, it needed to restructure how its teams worked. And doing that required building and deploying a new CRM. Rather than positioning the initiative as a simple CRM deployment, leadership framed it as a true transformation project.

The project began with a clear strategic vision: building a practical and useful tool that was designed around BIPA’s business objectives and the needs of its field teams. Field teams were also involved from the start to drive adoption, and project leaders ensured alignment between business and technical teams, making key decisions and maintaining consistency with the initial vision.

BIPA chose to build the CRM using Microsoft Dynamics 365, a decision that was influenced by the fact it could be tailored to the company’s existing processes and easily scaled as BIPA pursued its ambition to serve the entire French region.

“The CRM has improved collaboration with the sales teams”, said Benjamin Van Compernol, Sales Director, BIPA. “As a result, we're more responsive, more reliable, and we provide faster answers to our customers.”

BIPA also integrated Dynamics 365 with its existing enterprise resource planning system, ensuring that essential data — including order history, financials, and customer preferences — was readily available to the teams within Dynamics 365. In addition, BIPA decided to use real-time Power BI dashboards rather than standard CRM dashboards, giving leadership a way to constantly track key performance metrics. This integration was supported by Groupe SYD — an organization specializing in digital transformation support. 

Teams are now empowered with shared knowledge

For BIPA’s sales representatives, the transformation has been significant. With a shared tool in place, everyone can access new information the instant it becomes available. The sales team is also empowered to manage leads end-to-end, from initial engagement to successful customer conversion.

And with access to real-time data, conversation history, and a single reliable source of information, sales teams can now plan meetings faster and more strategically, leading to more impactful and productive customer engagements.

“In a more demanding market, we needed a more efficient tool to manage our actions”, said Michael Ferreira, Sales Representative, BIPA. “With this shared CRM, information finally circulates everywhere instantly.”             

The customer service team has experienced equally dramatic improvements. Follow-ups are smoother, and every team member knows exactly where a request stands, avoiding duplication and loss of information. Collaboration with sales teams has improved too, with exchanges that are faster, better structured, and — most importantly — tracked.

Measurable results across the organization

BIPA’s new CRM has become central to daily operations, and the benefits have been far-reaching:

• 25% decrease in after-sales processing time
• 15% reduction in internal email volume
• One-third reduction in preparation time for customer appointments

Beyond the numbers, the human impact has been substantial. New salespeople can ramp up faster with access to complete customer histories. Teams now share a common vision, and silos between departments have been eliminated. From a customer perspective, this translates into a more structured onboarding process, smoother relationships, and stronger, more secure partnerships.

Deep customer knowledge and comprehensive interaction history now allow teams to be more confident and effective during meetings and in opportunity management. Information that once took months to surface is now available immediately, enabling BIPA to detect changes and respond to customer needs without delay.

A shared foundation for future growth

BIPA’s transformation represents more than a technology upgrade — it marks a cultural shift from reactive to anticipatory customer management. Where teams once suffered from scattered data, they now use unified information to create value. In that regard, the company has evolved from being dependent on individuals to truly collaborating as a team.

With the Dynamics 365 foundation now in place, BIPA is well-placed to serve the entire French region while maintaining the customer proximity that has defined its success for over two decades. Looking ahead, BIPA plans to continue its national development, further enhance customer experience, and enhance how it leverages data and digital tools to help strengthen its commercial performance.

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