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Crimson Enables Accent Housing to Boost Home Sales Efficiency with Microsoft Dynamics 365

Accent Housing Feature

Industry

Social Housing

Challenge

Accent Housing required a modern, cloud-based CRM platform to support its expanding property sales programme and Shared Ownership transactions. Their legacy system struggled with scale, lacked collaborative features, and posed challenges in remote working and data management, increasing the risks of inefficiencies and data duplication. There was a clear need to connect siloed data, reduce manual processes, and deliver a seamless customer journey while supporting a distributed sales team.

Results

With Microsoft Dynamics 365 and ClickDimensions, Accent Housing unified its sales and marketing processes, integrated enquiry portals, and eliminated data silos. The platform enabled digital forms and automated workflows, empowering teams to maintain high performance—even during remote work periods. As a result, Accent minimised administrative burdens, improved sales team efficiency, and enhanced the overall prospect-to-customer journey, supporting the management of over 20,000 homes and the development of hundreds of new properties annually.

Key Product

Microsoft Dynamics 365

www.accentgroup.org
Accent About

About

Accent Group was established in 1966 and provides affordable housing and services across the North, East and South of England. With over 20,000 homes, Accent offers high quality, affordable homes for those taking the first step on the housing ladder, seeking a new beginning, or requiring more support.

The Challenge

Accent Housing, managing over 20,000 homes across England, faced increasing demands as its property sales and Shared Ownership activities expanded. The organisation's legacy customer management system was not equipped to handle the scale and complexity of modern home sales, lacked collaborative features for distributed teams, and created risks of data duplication and errors. Accent Housing needed a robust, cloud-based CRM platform that could centralise customer data, enable efficient remote working, and provide a seamless, connected experience for both customers and staff.

The Solution

Recognising the need for digital transformation, Accent Housing evaluated its technology landscape and sought a solution that could meet both current and future requirements. Crimson, with its deep Microsoft expertise and proven track record in the housing sector, delivered an integrated solution using Microsoft Dynamics 365 and ClickDimensions. This combination provided Accent Housing with advanced CRM capabilities, marketing automation, and seamless integration with existing enquiry portals and housing management systems. The deployment enabled digitalisation of forms and processes, real-time data access, and collaborative workflows, empowering the sales and marketing teams to operate efficiently from anywhere.

The Results

The transformation led by Crimson delivered measurable improvements for Accent Housing. Sales team efficiency was significantly enhanced, with streamlined workflows and the minimisation of data duplication risks. The integration of enquiry portals and automation of administrative tasks reduced manual workload and improved responsiveness to customer enquiries. Accent Housing now manages over 20,000 homes with a single view of customer data, supports the development of hundreds of new homes each year, and delivers a consistently high-quality customer journey—demonstrating the tangible value of digital transformation powered by Microsoft Dynamics 365 and ClickDimensions.

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