Case Study: AQA (UK education charity) achieves collaborative lead nurturing and increased customer retention with Microsoft Dynamics 365 for Customer Service

UK education organization uses Microsoft Dynamics 365 to nurture leads collaboratively

AQA is an independent UK education charity that creates syllabuses, assessments and teacher support, administering more than half of secondary school exams in the country. Because national curricula are reassessed every five years, schools often take months or years to adopt new specifications, so AQA needed to track long engagement cycles, improve cross-team visibility, and move away from an on‑premises CRM to a cloud solution.

AQA deployed Microsoft Dynamics 365 for Customer Service—moving to a cloud model and expanding the system from case management to customer acquisition and retention—so every contact, resource and support interaction is recorded and visible across teams. The centralized, collaborative view has made engagements more informed and personal, helped reverse market‑share decline by improving customer loyalty, and set the organization up to extend omnichannel outreach through social, chat and text.

AQA Education

Sandra Macpherson

CRM Project Manager