Microsoft Dynamics CRM for the Audio Visual industry

TSG implements Microsoft Dynamics CRM for CIE-Group

Dynamics CRM for Audio Visual industryThe customer

CIE-Group is one of the Audio Visual industry’s longest established providers of equipment for the professional audio visual integration and 100v line audio installer sectors.

With a history of almost 50 years providing innovative, high quality, cost effective solutions, CIE-Group has developed a comprehensive and diverse portfolio of products to meet the demands of the AV, PA, CCTV, communications and OEM electronics business sectors.

"TSG were extremely professional throughout the scoping of the complete CRM project and were happy to meet with us to discuss and plan in great detail"

The customer objectives

In 2007 CIE-Group purchased an integrated bespoke solution with a view to streamlining their internal processes and systems. Unfortunately this project was unsuccessful and was never completed. Although at this time CIE-Group were without a solution, the unsuccessful project left the management team with a very clear vision of what was required from a new business system.

The business contacted TSG to discuss their requirements for a much needed robust software platform.

The system needed to improve the company’s various internal processes which, in recent months had become inefficient and was slowing the business down in terms of growth and technological advancements.

Other specific requirements included; 

  • Full integration of customer, product and pricing databases
  • Integration of CRM system with e-commerce CMS

After initial discussions with TSG specialists, a Microsoft Dynamics CRM v4.0 solution was proposed as the best fit for the business, with a view to merging processes from various internal systems together.

The TSG Solution

After reviewing other competitive systems, CIE-Group selected Microsoft Dynamics CRM v4.0 as the most suitable software solution, favoured for its ‘out of the box’ functionality and development platform capabilities.

Chris Edwards, Marketing Director at CIE-Group adds, "TSG were extremely professional throughout the scoping of the complete Dynamics CRM/CMS project and were happy to meet with us to discuss and plan in great detail to ensure a greater understanding of both our requirements and our business."

TSG secured the tender based on location, product offering and professionalism throughout the initial project process.

With so many legacy systems being integrated into one system, TSG experts recommended a phased approach to ensure 100% accuracy of each requirement as well as providing the business with a gradual roll out of new systems and processes. Phases included:

  1. Initial implementation, data import, creation of layouts and templates, basic user training, licenses and support
  2. Product File, Structure and Price Structure
  3. Excel Pricing Matrix integration
  4. Exposure of browser based product database to web

TSG specialists also liaised with the web development agency CIE-Group selected to carry out the website integration. Happy with their combined efforts, Chris comments, "TSG gave us significant support in dealing with our third party web/CMS integration with the system, frequently dealing with the 3rd party provider on our behalf."

The benefits to CIE-Group

The business has seen great benefits since the implementation of Dynamics CRM, including;

  • Streamlined business processes with improved staff efficiency
  • Improved customer service
  • Improved sales reporting and statistics
  • Reduced overheads

TSG has provided on-going support and further enhancements to the system including sales reporting, workflows and mapping integration.

Chris is delighted with the results of the project, and with the post implementation support provided by TSG, saying "Since completion of the initial project, TSG software support has been used on a number of occasions to fix problems, offer advice and to work on further system developments. The support we have received has always been excellent."

When asked if he would recommend TSG to other businesses Chris is quick to respond with "Definitely. TSG is a highly professional company with a huge and wide range of technical resource and experience."

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