Peabody: Driving Sales, Marketing, and Customer Service Transformation with Crimson and Microsoft Dynamics 365

The Challenge

Peabody, responsible for managing over 104,000 homes and serving 220,000 customers, was navigating the complexities of a major merger. The organisation inherited a patchwork of disconnected CRM systems, resulting in duplicated work, manual processes, and limited insight into customer interactions. This environment not only slowed down sales and marketing operations but also impacted the quality and consistency of customer service. With ambitious goals to provide high-quality homes and support services, Peabody needed to unify data and processes quickly, all while adhering to tight post-merger deadlines.

The Solution

To address these challenges, Peabody selected Crimson as their transformation partner and Microsoft Dynamics 365 Sales and Marketing as the foundation for their new digital operating model. Crimson's deep sector expertise, agile delivery approach, and proven Microsoft capability were key in meeting Peabody's urgent requirements. Working in close partnership, the teams achieved a rapid rollout of Dynamics 365 in just three months, integrating automated property listing distribution, a customer self-service portal, and real-time marketing automation. Reflecting on the collaboration, David Slade, Head of Digital Marketing at Peabody Group, shared: “We know that we were faced with an incredibly tight timeframe for this initial phase release and looking back I can see how much we have achieved together in such a short time, I am incredibly proud of what we have been able to do and therefore wanted to thank the Crimson team for all their hard work.”

Crimson also empowered Peabody’s internal teams, as noted by Tom Leslie, Digital Operations Manager: “Crimson haven’t just delivered solutions—they’ve helped me grow as a CRM lead. We’ve worked side by side to turn ideas into reality, and they’ve taught me the technical skills to keep improving.”

The Results

The transformation delivered by Crimson and Microsoft Dynamics 365 has enabled Peabody to rapidly streamline their operations and elevate the customer journey. Manual data entry and duplication have been dramatically reduced, unlocking faster and more accurate reporting.

Sales, marketing, and customer service functions now operate as a unified, future-ready ecosystem. Over 700 live transactions are managed on the new platform, supporting the needs of 104,000 homes and 220,000 customers. The impact extends beyond operational efficiency; as Kayleigh Gordon, Head of Sales Operations, emphasised: “Every sale helps build more affordable homes. All the profit goes back into improving lives, investing in our communities, and providing more pathways into homeownership.”

Crimson’s partnership has positioned Peabody to deliver on its mission—driving growth, improving lives, and transforming the housing sector through digital innovation.