The Challenge
Before engaging with Crimson, Taylor Wimpey was operating with disconnected, largely manual processes that varied across its 23 business units nationwide. The lack of a unified system meant customer data was fragmented, making it challenging to deliver a consistently high-quality experience and maintain visibility across the entire customer journey. As a national brand known for its customer satisfaction, Taylor Wimpey recognised this gap as a potential risk to its reputation and operational efficiency.
The Solution
Taylor Wimpey partnered with Crimson to drive a digital transformation, selecting Microsoft Dynamics 365 as the foundation for their new customer experience platform. The decision was driven by the need for a single, integrated CRM that could centralise customer data and streamline communications across all departments. The implementation process focused on user adoption and business unit alignment, ensuring that the new system supported real-time data capture and easy access to the 'golden record' for every customer.
As Caroline Carter, Sales and Marketing Director, East Anglia, noted, “The first benefit we saw was the data capture and having a place for that ‘golden record’ that was completely visible. Previously, I couldn’t see a plot file in Norfolk to review what a customer said, but now it is all there on screen.” The intuitive interface and ease of use were highlighted by teams across the business: “It’s the difference in seeing someone feel comfortable with a system really quickly. Microsoft Dynamics 365 is easy to use and easy to navigate. You aren’t worried about doing something wrong,” shared Michelle Forbes, Associate Customer Director, South East Region.
The Results
The transformation delivered measurable results within a four-month pilot, onboarding all 23 business units and providing real-time visibility into sales enquiries. Taylor Wimpey now operates with a single source of truth for customer interactions, enabling proactive engagement and responsive service. Resource planning and decision-making have been optimised through access to accurate data, as Ceri Pearce, UK Sales and Marketing Director, remarked: “Now that we can clearly see the number of enquiries per development, we can optimise our opening and resourcing. Microsoft Dynamics 365 enables us to put the science behind our decision making and resourcing – with obvious cost-optimisation benefits.” The consistency and quality of the customer experience have been elevated, supporting Taylor Wimpey’s five-star customer satisfaction rating and reinforcing its position as an industry leader: “We’re a national brand, and now we’re getting closer to our goal of knowing we’re delivering consistently for our customers across all touchpoints.”
