Uniserv achieves full sales pipeline visibility with Microsoft Dynamics 365 Sales

Uniserv helps businesses manage complex customer data

Uniserv GmbH is a software provider specializing in data quality, data migration, and master data management. With 120 employees and 55 years of experience, the company helps enterprise customers worldwide structure, validate, and maintain master data containing millions of records.

Uniserv primarily serves large companies in the B2B sector, where sales projects often involve lengthy decision processes. Close coordination between sales representatives, inside sales teams, and technical experts is essential. To manage sales cycles that can last several months and retain valuable customer knowledge, Uniserv needed a central CRM system that would make information accessible and transparent throughout the entire sales process.

Replacing outdated CRM processes with one reliable platform

Uniserv's previous Dynamics CRM 2011 system had reached the end of its lifecycle. Years of extensive customization had made it increasingly complex to use, resulting in inconsistent data maintenance by the sales team.

Sales management lacked a clear overview of opportunities, pipeline developments, and customer contacts. Important sales information was scattered across local Excel spreadsheets containing thousands of records, Outlook inboxes, and other decentralized files. This made it difficult to manage sales activities effectively and increased the risk of losing valuable customer knowledge when employees changed roles or left the company.

Uniserv needed a modern, scalable CRM platform that would provide a reliable foundation for its sales operations. Rather than migrating outdated data structures and unnecessary complexity into the new system, the company deliberately chose a fresh start. The project team rebuilt the CRM environment from scratch and manually entered most of the approximately 600 active customer records. Only a small proportion of company and contact data was transferred automatically.

Although this approach required additional effort, it ensured high data quality from the very beginning.

Introducing Microsoft Dynamics 365 Sales in three phases

Together with BE-terna, Uniserv developed a phased implementation strategy to reduce project risks and gradually introduce employees to the new processes.

The team divided the MVP implementation into three phases:

• Phase 1: Establishing a reliable CRM foundation. The team introduced the core functionality needed to manage companies, contacts, and sales activities.
• Phases 2 and 3: Improving lead management and qualification. The project focused on redesigning the lead management process and establishing a structured telesales workflow.

To keep the system easy to maintain and update, the project team prioritized standard Microsoft Dynamics 365 functionality. Where additional capabilities were necessary, the team used Power Automate flows and dedicated applications instead of extensive custom development.

This approach helped Uniserv establish consistent sales processes while reducing the complexity of future system updates.

Building trust through transparent advice and close collaboration

Throughout the project, Uniserv and BE-terna worked closely together, combining technical expertise with a clear understanding of the company's sales requirements. Uniserv particularly valued BE-terna's consultative approach. Rather than simply implementing every requested feature, the BE-terna team openly discussed the advantages and disadvantages of different options and recommended practical solutions based on established standards.

This transparent approach helped Uniserv make informed decisions and avoid unnecessary complexity.

"The collaboration was extremely structured and professional. What mattered most to me was BE-terna's honest advice, even when that meant recommending against a complex idea to avoid risks during future updates."

— Matthias Förg, Head of Sales, Uniserv GmbH

Better sales decisions through reliable data and full pipeline visibility

With Microsoft Dynamics 365 Sales, Uniserv now has a central platform for managing its entire sales process. Instead of distributing leads through email or Excel spreadsheets, the sales team can qualify, assign, and track them directly in the CRM system.

The new platform has delivered improvements in several areas.

Customer knowledge remains accessible throughout long sales cycles

Customer requirements, communication histories, and relevant project details are now documented centrally. Even after several months, sales representatives can access the information they need to prepare accurate, relevant proposals. This improves proposal quality and ensures continuity when responsibilities change.

Integrated validation ensures consistently high data quality

Uniserv integrated its own data validation services directly into the CRM platform to verify addresses and other contact information. Combined with strict internal quality checks by the inside sales team, this ensures that new master data is entered accurately and duplicate records are eliminated.

Transparent dashboards support better sales management

Regular internal reviews and transparent dashboards give sales management a reliable overview of opportunities, activities, and pipeline developments.

Managers can monitor key performance indicators, identify priorities, and allocate resources more effectively.

"The new CRM system hasn't necessarily made us faster, but it has significantly improved the quality of our work. We can now trace every customer requirement, which improves our proposals and adds real value to our customer conversations."

— Matthias Förg, Head of Sales, Uniserv GmbH

By replacing fragmented processes with one reliable CRM platform, Uniserv has created a solid foundation for consistent data management, better collaboration, and more informed sales decisions.

With BE-terna as its implementation partner, the company has established a CRM environment that supports its current requirements while remaining manageable as its business evolves.