The migration from Outbound Marketing to Real-time Journeys at PKF hospitality group

PKF hospitality group is an internationally recognized market leader in the field of hospitality. The company provides a full range of consulting and other services for the hotel, living, tourism and leisure sectors. With a history dating back to 1869, today a fully integrated global team of over 100 consultants in 21 offices in 15 countries provides comprehensive international hospitality services.

Organizational prerequisites

As the Outbound Marketing module (Dynamics 365 Marketing) was coming to an end, PKF hospitality group began looking for a reliable partner able to ensure a fast and secure migration to the updated solution Real–time Journeys (Dynamics 365 Customer Insights – Journeys). To achieve this, the company selected a certified Microsoft partner – Innoware, whose team works according to its own methodology, developed based on more than twenty years of local and international experience in implementing Microsoft Dynamics 365 ERP and CRM solutions, and has a portfolio of more than 500 successfully implemented projects worldwide.

About the solution

Real–time Journeys (Dynamics 365 Customer Insights – Journeys) is a comprehensive, modern marketing solution from Microsoft that focuses on personalized customer experience and provides exceptionally deep and versatile interaction with potential customers. The solution allows marketing teams to track prospects’ responses to marketing initiatives and drive their actions in real time, creating trigger paths that reach and influence potential customers across multiple interaction channels. The module also provides easy access to detailed and visual analytical reports, helping teams understand how purchasing decisions are made and determine which marketing activities perform best.

Migration approach

The migration project from Outbound Marketing to Real-time Journeys included several key stages:

• analysis of existing marketing business processes and data architecture;
• design and configuration of new business processes aligned with updated system capabilities;
• migration of existing data and customizations;
• implementation of enhanced security model;
• general user training and specialized sessions for business-specific processes.

Thanks to the proactive collaboration and decisiveness of PKF hospitality group, as well as the deep expertise and rich experience of Innoware specialists, the migration project was successfully completed in just 3 weeks.

Result

As a result, PKF hospitality group received an upgraded CRM solution with all historical data and customizations, along with expanded marketing functionality, improved business processes and additional security settings.

Currently, the companies continue their cooperation and system development under the support agreement.

“It was a great pleasure and real luck for me personally, for our marketing & events team, and for the entire PKF hospitality group to work with Innoware on the migration project from Outbound Marketing to Real-time Journeys! It wasn’t an easy task, but their guidance, deep understanding of the system’s logic, and ability to grasp our processes and needs turned this challenge into true synergy. We are grateful to Innoware team for their professional guidance throughout the migration path, for their smart and timely advice, flexibility, creativity, and dedication – and for always having the right solution at hand,” shared Yuliya Tomenchuk, Marketing Director at PKF hospitality group.