Tennent Caledonian Breweries Ltd. (TCB) is Scotland’s pre-eminent brewer. and part of C&C Group plc, the company behind the successful international Magners cider brand. With a thriving growing enterprise, the TCB team wanted to improve its overall approach to customer experience, in line with the company’s wider Customer @ Heart Strategy.

TCB Partnered with ProStrategy to drive its DigitalTtransformation and Customer @ Heart Strategy with Dynamics 365 Sales, Dynamics 365 Field Service, Azure SQL, Power BI, Power Automate & Azure AI.

“The core functionality of Microsoft Dynamics CRM means that we can customise the system to how we like to work. The interface is user-friendly and has a familiar format to those who use Office 365 which helps with engagement and adoption.”


“ProStrategy is very responsive and we’ve worked with the team for years because they understand our business well. If we have a question, they have a solution – which streamlines how we work in a positive way.”- Andrew Raine-Hann, Digital Finance Manager, Tennent Caledonian Breweries Ltd. (TCB)


The Challenge:

Despite the size of TCB’s market, a significant amount of customer information (including data relating to over 500 product lines) was managed across multiple systems and manually through Excel. TCB’s sales team  –  were also using a fairly basic app setup to record client notes for all of its customer interactions. As a result, the sheer amount of time spent processing and coordinating orders was huge – especially when there were peaks in customer interest.  It was clear that TCB needed a set of tools that could support its Customer @ Heart Strategy – to give the entire organisation a 360-degree view of each client, streamline sales and marketing activity, build on its successful track record, and make it easier for customers to engage and trade with them moving forward.


TCB Partnered with ProStrategy to drive its digital transformation and Customer @ Heart Strategy and implemented a complete Data-driven Solution with Dynamics 365 Sales, Dynamics 365 Field Service, Azure SQL, Power BI, Power Automate & Azure AI.


Click Here to Read the full Tennents (C&C Group) Customer @ Heart Strategy and Digital Transformation Story 


Or Watch the Video 


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