BELMONT TRADING: Dynamics 365 CRM centralizes customer data and procurement interactions

BELMONT TRADING provides sustainable reuse and recycling solutions across the USA and Colombia. Before the project, critical customer contact details and correspondence lived in employees’ personal mailboxes, creating a fragile knowledge base that led to lost relationships whenever staff changed roles or left the company.

Awara IT implemented Microsoft Dynamics 365 CRM to centralize contacts, capture correspondence automatically, and add role-based visibility for procurement and sales teams. The result was fewer lost contacts, faster response times, measurable improvement in win rates and a single source of truth for customer interactions across both countries.

Client / Industry / Country

BELMONT TRADING is a mid-market company in discrete manufacturing focused on sustainable reuse and recycling solutions, operating commercially in the USA and Colombia. Their procurement and sales teams manage industrial accounts across both geographies.

Business challenge

Key contact information and customer correspondence were siloed inside personal email accounts. When employees moved roles or left, relationships and history went with them. This created repeated customer touchpoint gaps, delayed follow-ups, and inconsistent procurement negotiations.

Operationally, the company lacked a standardized process for capturing inbound and outbound communications, no centralized repository for quotes and contract history, and no clear audit trail for procurement decisions. Sales and procurement leaders could not reliably report on pipeline health or attribute wins to outreach activities. Expansion in Colombia increased the urgency to standardize processes and provide bilingual access to customer records.

Why Dynamics 365 was selected

BELMONT TRADING already used Microsoft 365 and had an existing Dynamics 365 Sales footprint in parts of the organization, making Dynamics 365 CRM the practical choice: it offers native Outlook and Azure AD integration, server-side sync, and out-of-the-box capabilities to capture contacts and emails securely.

Selection criteria prioritized seamless Microsoft 365 integration, role-based security, bilingual UI support for English and Spanish, and extensibility via Power Platform for later automation and reporting. Awara IT was selected as the implementation partner for its Dynamics 365 Customer Engagement experience and its ability to deliver migrations and governance for mid-market manufacturers.

Modules implemented

• Dynamics 365 Sales (core CRM: contacts, accounts, opportunities)
• Dynamics 365 Customer Service (case and interaction tracking)
• Power Automate flows for automated email and attachment capture
• SharePoint Online for document management and contract storage
• Power BI sales and procurement dashboards
• Azure AD SSO and conditional access

Integrations

• Exchange/Outlook server-side sync and mailbox capture
• Microsoft Teams for embedded collaboration
• SharePoint Online for document storage and versioning
• Azure Active Directory for identity and role-based access
• ERP integration via REST API for procurement order visibility
• Power BI for consolidated reporting

Localization & compliance

Implementation included bilingual configuration (English/Spanish) and localized picklists for country-specific procurement codes. Data handling and retention were aligned with Colombian data protection guidance (Habeas Data / Law 1581 frameworks) and U.S. privacy expectations for business data. Customer records were stored in Microsoft Azure with controls configured to respect regional access policies and legal hold where required for procurement records.

Business value

Centralizing customer data in Dynamics 365 CRM removed a critical single point of failure: personal email. Procurement and sales teams now have a reliable record of interactions, quotes and contract history, which reduced lost relationships and accelerated deal closure. Automated capture of emails and attachments cut manual data entry and improved response time to customer inquiries.

The project delivered measurable operational improvements—higher win rates, faster cycle times, and near-complete contact centralization—while providing a platform for future automation (procurement approvals, supplier scorecards) and deeper analytics via Power BI. Leadership gained a consistent audit trail for procurement decisions and improved cross-border collaboration between the USA and Colombia teams.