Unifying customer service and eCommerce operations with Dynamics 365 and Copilot Studio AI
Pragmatiq partnered with Jaguar Espresso Systems to implement a connected Microsoft Dynamics 365 solution, transforming customer service operations and establishing a foundation for more integrated sales and marketing processes. The project replaced disconnected systems, improved visibility across customer interactions, and introduced Copilot Studio AI to enhance self-service and reduce demand on support teams.
Background & Challenges
Background
Jaguar Espresso Systems is a UK-based supplier of espresso machines, spare parts, and barista accessories, supporting coffee roasters, catering equipment dealers, and engineers. Operating with a strong eCommerce presence, the organisation manages customer orders and account activity through its website alongside a wider technology stack including Microsoft Dynamics 365 Business Central, Magento, Mailchimp, and Zendesk.
While each system supported a specific function, they operated independently, limiting visibility and creating inefficiencies across teams.
Challenges
- Disconnected systems across the customer journey: Multiple platforms operated in isolation, making it difficult to access a single, unified view of customer data and interactions.
- Fragmented customer service processes: Customer service teams relied on Zendesk alongside other systems, requiring them to switch between platforms to manage queries and requests.
- Manual data movement and inefficiencies: Processes such as marketing and customer onboarding required manual data handling between systems, increasing effort and risk of inconsistency.
- Limited visibility of customer and order data: Customer, order, and financial information were held in separate systems, restricting visibility and context when engaging with customers.
- No structured sales management: The organisation did not have a dedicated CRM for managing sales activity, with tasks, communications, and opportunities handled inconsistently.
The Solution & Implementation
Pragmatiq implemented a phased Microsoft Dynamics 365 solution, beginning with the replacement of Zendesk using Dynamics 365 Customer Service to centralise case management and customer interactions. The platform was integrated with Microsoft Dynamics 365 Business Central and the Magento eCommerce website to ensure customer and operational data could be accessed within a single system.
To support a single view of the customer, relevant order and invoice data from Business Central is surfaced within Dynamics 365 using native capabilities, avoiding the need for complex data replication. Website integrations enable customer account requests to be captured and managed within Dynamics 365, supporting a structured onboarding and approval process.
Copilot Studio was implemented as an AI-powered agent embedded within the website, allowing customers to self-serve common queries such as order information, delivery times, and account access. This provides faster responses while helping to reduce the volume of incoming customer service cases.
Further phases, currently in progress, include the implementation of Dynamics 365 Sales and Dynamics 365 Customer Insights – Journeys to support lead tracking, opportunity management, and more targeted marketing activity.
Key elements of the solution included:
- Centralised customer service with Dynamics 365: Dynamics 365 Customer Service replaces Zendesk, enabling case management and customer interactions within a single platform.
- Integration with Business Central and Magento: Customer, order, and invoice data is accessible within Dynamics 365, providing context without duplicating data, alongside integrations to support account requests and onboarding.
- Single customer view across systems: Data from multiple platforms is surfaced within Dynamics 365, giving teams a more complete view of customer activity and history.
- Copilot Studio AI for customer self-service: A Copilot Studio agent embedded on the website enables customers to access answers to common queries, improving response times and reducing demand on support teams.
- Sales and marketing foundations (in progress): Dynamics 365 Sales and Customer Insights – Journeys are being introduced to support structured sales processes and data-driven marketing.
The Outcomes
- Improved visibility of customer and operational data: A more connected platform provides a clearer view of customer interactions, orders, and financial information within a single system.
- Streamlined customer service delivery: Replacing Zendesk with Dynamics 365 Customer Service enables teams to manage cases more efficiently without switching between systems.
- Enhanced customer experience through self-service: Copilot Studio enables customers to quickly access answers to common queries, supporting faster resolution times.
- Reduced manual processes and increased efficiency: Integrations and centralised workflows reduce manual data handling and improve day-to-day operational efficiency.
- Scalable foundation for future growth: The phased implementation provides a flexible platform to support future sales and marketing capabilities.
