Case Study: AQA strengthens customer loyalty with Microsoft Dynamics 365 for Customer Service

UK education organization uses Microsoft Dynamics 365 to nurture leads collaboratively

AQA, a UK education nonprofit and major exam administrator, faced the challenge of nurturing customer relationships over a uniquely long, three-year sales cycle. To better track these extensive interactions and forecast customer behavior, they implemented Microsoft Dynamics 365 for Customer Service, moving from an on-premise system to a cloud model.

The Microsoft solution centralized all customer engagement data, providing AQA’s staff with complete visibility into every interaction. This enabled more collaborative and informed customer support, which helped reverse a decade-long decline in market share and increased customer loyalty. AQA plans to further use Microsoft Dynamics 365 to expand into omnichannel customer engagement.

AQA Education

Sandra Macpherson

CRM Project Manager