New Belgium boosts customer relations and sales with Microsoft Dynamics

Sean Dudley
Sean Dudley
By Sean Dudley on 05 March 2014
New Belgium boosts customer relations and sales with Microsoft Dynamics

New Belgium Brewing Company is using Microsoft Dynamics to help its external sales representatives improve their customer relationship management.

Using a custom Windows 8 app that synchronises with Microsoft Dynamics CRM, the brewery’s sales reps, known as ‘Beer Rangers’, can access the customer relationship management (CRM) system from virtually anywhere and at any time. This is vital when a typical working day can be spread across various locations, such as bars, grocery stores and distribution centres.

Staff can view sales and inventory information, schedule appointments, process orders, share account notes with team members and demonstrate tangible business results directly to customers.

“There’s a lot of competition out there,” said Travis Morrison of New Belgium. “With Microsoft Dynamics, we have the data at our fingertips to show bar owners the volume of our beer they’ve sold and the margins they’re getting from New Belgium. We’ve been able to actually save draft handles, or keep our beer on tap, by using this application.”

The brewery is already seeing major benefits, with 33% higher sales in the period January-February 2014 compared to the same time last year.

Previously, Beer Rangers had to calculate costs mentally. But thanks to reports on the new app, they are able to track sales against their business goals and priorities. Data is actionable and enables staff to directly show customers information and data that previously wouldn’t have been viewable.

“Customers have also appreciated that a brewery our size has access to this kind of data,” said Morrison. “It also lets the Beer Rangers have authentic conversations while out in the field. If you’re trying to have an authentic conversation with a bar manager, but you’re staring at your device, that really takes away from the experience. It’s nice that our app is an extension — it’s enabling, not constraining us. And that’s how we do business, and that’s how we view our IT systems: Am I enabling my co-workers to do their best, or am I constraining them?”

“It was a no-brainer to go with Microsoft Dynamics,” added Morrison. “From an IT standpoint, we’re a brewery — we make beer. That should be our number one focus. So any time we can spend making beer instead of integrating our technology, that’s ideal.”

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