Merchant Services elevates the customer experience while reducing processing costs with Microsoft Dynamics 365 Sales


This diversified, worldwide financial services company, with nearly $2 trillion in investments, provides banking, insurance, investments, mortgage, and consumer and commercial finance through thousands of locations all over the world. Its Merchant Services team of more than 1,000 works with small business customers to provide turnkey payment processing solutions.


This company’s growth and success are the result of continuous improvement. In a highly competitive market, the customer experience is paramount. However, Merchant Services was being held back by their technology, internally developed applications that were difficult to sustain and no longer met their needs. The challenge was finding a new solution that would standardize complex processes.

After meeting with a merchant interested in a payment/processing solution, Merchant Services builds a proposal, including product recommendations and a quote. This process involves other groups within the organization, detailed data, and levels of approval. The old systems created challenges within this process:

  • Difficult to adapt to changing business requirements—developing functionality to accommodate a new requirement would often “break” the functionality in another area
  • Applications not fully integrated, creating the need for manual intervention


Merchant Services wanted a platform they could grow with and wanted it built on Microsoft technologies, allowing them to capitalize on best practices and out-of-the-box functionality wherever possible. Based on a referral from another large financial services company, they chose HSO to implement a solution built on Microsoft Dynamics 365 Sales.

HSO used their expertise in CRM and financial services experience to recommend and implement a solution that would achieve their vision. The project was broken down into phases, the first focusing on replacing several systems with Dynamics 365 to handle transactional processes.

With the old configuration, disparate systems were used for managing leads, pricing and creating proposals, housing merchant information once they had signed the contract. Any changes to merchant information, no matter how small, had to be handled by the IT team. With the new system, all the activity is managed through Dynamics 365. When a merchant submits an application, the information is now collected through the web application, which automatically transmits it into Dynamics as an opportunity. The application is hen tracked through the various tiers in the sales cycle. Once the proposal is accepted by the merchant, a contract is built and sent to the Contract group for approval.

The second phase focused on relationship management. Providing a 360 view of clients, this facet of the solution enables account managers overseeing the health of larger accounts to more effectively maintain a relationship while uncovering opportunities for additional business.

The Merchant Services team then worked with HSO on creating an end-to-end system built on CRM, including onboarding. Utilizing Business Process Flow, the system guides users through the approval process step by step, starting with lead management. Managers can also easily see the status of each application, gathering vital information for continued process reengineering:

  • Implemented additional teams for customers to manage the entire proposal approval process, utilizing the Service module that included SLAs within Dynamics. This allowed all the change requests from reps to be routed to either their manager or service team based on hundreds of business rules. All approvals were tracked in CRM for historical purposes/to provide a snapshot of the entire proposal at any given time in the process.
  • Implemented electronic signature functionality to allow the contract signing process to be completed in an entirely automated manner.
  • Additional queues were created for other customer teams to manage and track post-contract processes. For example, the hardware set-up team would manage all the credit card processing devices that needed to be configured and sent to customers. All of the configuration data was driven based on the information captured in Dynamics through the sales and contract process.


The two most significant benefits of the Microsoft Dynamics CRM implementation are improved global transparency and collaboration:

  • The entire process has been reduced from approximately 7 days to 2.
  • Providing visibility into customer/factory/brand relationships enables the sales staff to identify and capitalize on new opportunities.
  • All sizes of customers, from small to enterprise, which have different sales teams with widely varying processes, can be handled within a single system. The system can be customized to meet these disparate needs.
  • With proactive processes and coordination between Sales and Development, duplication of effort is eliminated, customers are better served, and more opportunities are fed into the pipeline.
  • Automated marketing processes that are better coordinated with Sales have resulted in more leads, better follow up, and higher conversion rates.

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