Nordic Finance Bank
When customer insights translate into business value in practice
The client is a Swedish bank with a clear focus on corporate clients and financing solutions. In this type of business, strong customer relationships are crucial, but they must also be based on accurate customer data, traceable documentation, clear decision-making, and a way of working that supports regulatory compliance (e.g., AML/KYC) and data protection (GDPR) in practice
Background
The bank launched a CRM program with the goal of creating a unified platform for its entire B2B business. The initial requirements highlighted the need for a common system to support customer data, business opportunities, and customer accounts, as well as onboarding, support, follow-up, and analysis.
Three driving forces were particularly evident:
- Integration with the existing system landscape.The CRM system needed to work seamlessly with the bank’s collaboration and document environment (Microsoft 365), BI/reporting, and other core and support systems to reduce duplicate work and enable automation.
- Workflow management and standardized best-practice processes.The business required guidance through sales and onboarding workflows, clear next steps, triggers/reminders, and document and decision trails. The goal was to increase efficiency, improve visibility, and reduce reliance on specific individuals.
- Multiple business logics on the same platform.The bank had at least two significantly different business areas: one that was more project- and solution-oriented, with complex onboarding and multiple stakeholders, and one that was more product- and credit-driven, with clear data points for each product or agreement. The CRM therefore needed to support different processes for each business area while simultaneously sharing a common customer view, shared controls, and uniform reporting.
In addition, there were clear requirements for control and documentation: formal approvals, checklists, template-based document generation, signing/archiving, and the ability to set up proactive follow-ups with alerts and event-driven workflows.
The Solution – CRM on Microsoft Dynamics 365 Customer Engagement
The bank selected Microsoft Dynamics 365 Customer Engagement as its core platform. Releye established CRM as the master system for customer data and enabled the distribution of master data changes via an integration layer to create a “single source of truth” across the system landscape.
To address the needs of different business units, separate application interfaces were implemented for each business area on top of a shared data model, which allowed for local rules and processes without fragmenting the customer view.
The sales process was structured into clear workflows for leads and opportunities, with support for quotes and contracts as well as controlled approvals. Onboarding and post-sales were strengthened through checklists with timestamps and logs, document management, and clear handoffs between the sales and delivery teams.
Data quality and efficiency were improved through business intelligence and data enrichment (external data sources and simplified self-service registration). Documents were consistently stored via CRM–SharePoint synchronization.
Compliance was built in through controlled GDPR deletion (including related records and document folders) as well as AML/KYC support, where customer status can trigger continuous PEP/sanctions screening. Access control was standardized using the bank’s identity and authorization model (Azure AD groups/teams).
The result
The result is a CRM system that delivers better:
- Sales Management
- Faster and more quality-assured onboarding
- Higher data quality and a stronger “compliance-by-design” capability—with an approach that is scalable across all of the bank’s business areas.
Summary
By combining Microsoft’s platform with Reley’s industry expertise, the company established a solid foundation for future growth. CRM became not just a system for operational support, but a strategic tool that strengthens relationships, streamlines workflows, and delivers real business value.
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