Case Studies


Case study on a multi-phase business transformation project with Dynamics CRM and SharePoint Online


ABTA is the United Kingdom's foremost travel association and they have been central to the travel industry for over 60 years. Their remit is to assist members to develop their businesses, and to provide assurance to travellers (their customers, the travelling public) in their travel experience. ABTA strive to provide expertise, reliability and fairness; their brand recognition is the highest of any travel trade association.

They aid members and their customers through ever-changing and challenging circumstances by:

  • Providing financial protection schemes and means of redress should matters go wrong
  • Enhancing standards in the travel industry and by giving wide-ranging advice and guidance
  • Presenting findings to the government to ensure all parties (industry and the public) get a fair deal.

ABTA aims to build confidence in the travel industry and the holiday packages that people buy from ABTA members - they have over 1,200 travel agent and tour operator Members and represent nearly 4,000 retail outlets and offices. More information about ABTA can be found at  

Solution - Microsoft Dynamics CRM

The solution presented and delivered by C2 was based on designing an XRM (anything relationship management) model that is underpinned by Microsoft Dynamics CRM On-Premises, specific to ABTA requirements. C2 worked with ABTA and their chosen website platform & partner to design a highly effective and scalable solution that is optimised for business efficiency and handling of large numbers of transactions.

This involved C2 undertaking initial analysis and delivery of a functional and technical design specification, which led to the creation of custom entities, permission structure and workflow automations for their:-  

  • Brands
  • Membership Records
  • Branches
  • Committees
  • Trading Industry Partners
  • Payment Records
  • Financial Information
  • Web Activity Recording 
  • Complaints Handling
  • Decisions

C2 also provided development and supporting professional services relating to:-

  • Lead Management
  • Management Reporting & Dashboards
  • Training & Skills Transfer
  • Data Migration
  • Training
  • Call Centre - Onsite Skills Support

In implementing Microsoft Dynamics CRM, C2 also provided integration services:-

  •  Website Integration through a range of web services (designed for performance & resilience)
  • Telephony Integration advice

The ABTA Microsoft Dynamics CRM solution, integrated with their website was successfully launched in 2013.

Building on the CRM Membership Management platform developed by C2 for ABTA, C2 delivered Consumer Dispute Resolution and Financial Protection solutions for ABTA leveraging off of Dynamics CRM in 2014. The flexible and configurable capability of Dynamics CRM has enabled a tailored solution to be designed specific to ABTA's requirements. The overall solution seamlessly integrates with their front office website operation, providing seamless and efficient processing, along with easily accessible records.

Consumer Dispute Resolution:

Leveraging the Case Management capability of Dynamics CRM, complaints are submitted via the ABTA website and are recorded as Cases in CRM. Complaints submitted are then managed from; investigation, arbitration, appeal, and through to resolution. All relevant documentation is stored in the cloud against the respective case for completeness. ABTA are able to raise Case Queries on the web for the consumer or member to respond to. Post-resolution surveys are conducted and the results are captured in CRM enabling a full 360-degree audit.

Financial Protection:

Centred on a complex data relationship model with business-specific calculations., Financial Protection captures each member’s financial fingerprint. The ABTA CRM system analyses submitted data to calculate annual insurance bonding terms specific to each member. This ensures that appropriate consumer protection is in place in the event of a business failure by a member, safeguarding the travelling public.

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