Luxury Quartz Manufacturer Updates their Customer Relationship Management System using Dynamics 365

Who are Caesarstone?

Caesarstone is a pioneering manufacturing giant, specialising in the development of engineered quartz surfaces for kitchen worktops, countertops and vanities. Its dominant position has been achieved through continuous investment and innovation, extensive research and development, highly trained personnel and an advanced market infrastructure. For more than three decades, Caesarstone has balanced exquisite craftsmanship with environmental sustainability and continues to set the trends in the worktop surfaces market.


Manufacturing, quartz surfaces




Worldwide, UK division

Technology Solutions

Microsoft Dynamics 365 (CRM)
Office 365

Project Background

Using Microsoft Dynamics 365 to streamline business processes and customer engagement

As a newly launched UK subsidiary of a successful, global market leader, Caesarstone UK needed to formalise their technology solutions to improve manual or repetitive practices such as working from spreadsheets as well as improve business intelligence with advanced reporting tools. Previously, they had a wealth of data but it was independently managed and needed to be streamlined into a single-data source on Dynamics 365.

For Caesarstone UK, their main requirements focused on coordinating their sales and marketing processes. Customer service was also at the heart of the brief for Caesarstone UK. The company wanted to provide a framework that allowed its team to deliver best in class service so shared, transparent data was crucial for this.

In addition, Caesarstone UK desired a marketing platform to engage with their customers with campaign automation that would enhance the customer journey and offer full management of the sales pipeline.

The Solution

Due to the flexibility of Dynamics 365, Cloud9 were able to develop a bespoke CRM tailored to Caesarstone UK’s needs in Phase 1 of the project. We implemented two core modules of the Dynamics suite: Sales and Marketing with ClickDimensions as an advanced marketing automation add-on.

Data reporting was essential for Caesarstone in terms of managing logistics and the quantity, material and distribution of their product samples. Cloud9 configured a bespoke area for the projects team to coordinate their architects, external contractors.

Email analytics allow the team to review their campaign performances by bounces, click-through rates, interactions and much more. Their marketing department can identify topics of interest in their customer segments, and ensure future content is highly tailored to provide relevant and engaging content for their customers.

Key Benefits

A company-wide data repository provides Caesarstone UK with a platform that allows them to offer superlative support to their B2B and B2C customers. This facilitates quicker response times and making sure need-to-know information was at hand throughout the business.

Efficiency was also a key driver for Caesarstone UK. With Cloud9’s bespoke implementation of Dynamics 365, the company reduced the amount of manual administration tasks considerably. This gives the area sales managers, and the internal support team, more time to dedicate to growing the company’s partners’ businesses.

Market analysis has been massively improved with the introduction of the bespoke Dynamics 365 deployment for Caesarstone UK. The company now can easily visualise how different client accounts are working together, and identify market gaps through this information.

We’re delighted with the work carried out by Cloud 9, they understood the needs of Caesarstone UK clearly in our aspiration to deliver best-in-class customer service, and have delivered a CRM platform and framework that allows us to continue our strong growth in this emerging market for the brand

Jonathan Stanley

VP of Marketing