6 months
SWISS KRONO's journey to one CRM on Microsoft Dynamics 365
How SWISS KRONO moved its plants from individual sales tools and spreadsheets to one Microsoft Dynamics 365 CRM for the whole group. SAP customers and orders now live inside the CRM, the whole group has used one sales process since June 2026, and marketing automation and AI build on the same customer base.
One CRM for a group that sells as one
SWISS KRONO is a family-owned manufacturer of wood-based materials: laminate flooring, OSB and building materials, and interior products. Its plants had strong local sales teams, each selling in its own way and with its own tools. The group wanted one sales approach for all of them, and a CRM to build it on.
Senior management chose Microsoft Dynamics 365 as the group CRM and ACTUM Digital as the implementation partner. The project kicked off on 16 July 2025. A working proof of concept followed in three sprints, and the CRM went into production on 15 January 2026. Since 29 June 2026 the group has sold through one harmonized sales process, recorded in the CRM.
This is how the group got there, and what the CRM now covers: sales, reporting, marketing automation, and AI in the salesperson's daily work
At a glance
3 sprints
to a working proof of concept
1 group
sales process since June 2026
4 languages
for users across the plants
Client
<p data-pasted="true">SWISS KRONO Group is a family-owned manufacturer of wood-based materials with around 5,000 employees and sales in more than 100 countries. Group functions are based in Lucerne, Switzerland, and the group runs several plants in multiple countries.</p>
Challenge
<p data-pasted="true">The plants were selling individually, and the CRM was to lay the groundwork for harmonizing sales across the group. At the July 2025 kick-off, the project team summed up the starting point in four points: very individual ways of working with no harmonized standards, no aligned tools or templates, fragmented tracking, and no real-time data. Customer knowledge lived with individual salespeople, in their mailboxes and Excel files.</p><p>The CRM had to become the daily workplace for sales, put SAP customer and order data in front of the salesperson, and give marketing one shared customer base to work from.</p><p><a href="/services/ai-data"></a></p><p><a href="/services/ai-data"></a></p>
Solution
ACTUM Digital skipped the long design phase. The team built a proof of concept in three sprints between July and October 2025. In November it showed a working CRM to the sales directors, with SAP business partners loaded automatically. From there, the system grew in two-week releases into what the group uses today:
Dynamics 365 Sales for the whole group
<p>One opportunity flow for all product lines, with Outlook and Teams <a href="/services/system-integration">integration</a> and a mobile app for the field.</p>
A security model for a multi-entity group
<p>Roles for sales reps, managers, directors, back office and global users. Each entity sees its own data, and the system runs in four languages.</p>
SAP as the source, CRM as the workplace
<p>Business partners, products and sales orders are synchronized from SAP every night. Each account shows its order history by product category.</p>
Reporting inside the CRM
<p>Dashboards for individual results, business units and the whole group, plus customer visits per team and product intelligence per account.</p>
Event App for trade fairs
<p>Business-card scan to lead, consent capture, questionnaires in four languages, and offline use on the stand. First used at DOMOTEX 2026. Leads reach the CRM the same day.</p>
Marketing automation on Customer Insights - Journeys
<p>One consent model shared across countries, and a dedicated customer program in Poland (8 forms, 40 emails, 8 journeys) that serves as the template for the other markets.</p>
AI where the salesperson works
<p>Record and timeline summaries, Copilot questions on accounts and opportunities, and email-to-lead from Outlook.</p>
Results
The CRM went into production on 15 January 2026, six months after kick-off. Since 29 June 2026 it has been the record system for one harmonized group sales process.
What changed for the teams:
Customer data
<p>Accounts and contacts sit in one CRM, enriched with SAP orders, instead of in individual mailboxes and spreadsheets.</p>
Sales process
<p>One group process, recorded in one system, instead of a different way of selling in each country company.</p>
Reporting
<p>Dashboards in the CRM for reps, managers and the group, with product intelligence per account.</p>
Trade-fair leads
<p>Captured on the stand and in the CRM the same day.</p>
Marketing
<p>One shared consent model, with journeys built once and reused.</p>
A strong foundation for the next stage of growth
<p data-pasted="true">SWISS KRONO now runs sales, reporting and marketing on one customer base, with <a href="/technologies/sap" data-pasted="true">SAP</a> data inside the CRM and AI in the daily workflow.</p><p>As Philipp Schneider, IT Manager Systems Innovation Management & Digital Solutions at SWISS KRONO, puts it: “ACTUM Digital has proven to be a reliable partner, demonstrating strong Dynamics 365 expertise throughout our collaboration.”</p>
<p data-pasted="true">If your sales teams work in different tools and you want them on one <a href="/services/crm" data-pasted="true">CRM</a>, ACTUM Digital can help. <a href="/contact-us" data-pasted="true">Contact us</a> to talk about how <a href="/technologies/microsoft" data-pasted="true">Microsoft</a> Dynamics 365 could work for your sales, marketing and reporting.</p>
Talk to our experts
Head of Technology @ Microsoft