Inetum supports the International Chamber of Commerce (ICC) in the modernization of its CRM tool using Dynamics 365

A century-old non-governmental organization represented by National Committees in over 90 countries, the ICC is dedicated to promoting virtuous business practices worldwide and facilitating trade to avoid conflict. Based in Paris, the NGO is renowned for its flagship products, including Incoterms, model contracts, the Code of Good Marketing Practice and the arbitration of commercial disputes worldwide. 

Within this context, 120 people within the organization use the Microsoft Dynamics 365 CRM solution to address hundreds of thousands of contacts worldwide, with an approach split between communication aimed at network members (information distribution, document sharing, invitations etc.) and more promotional campaigns targeting a professional audience (companies, law firms etc.).

Pertinent improvements with Dynamics Customer Insight Journey 

Today, the ICC intends to take advantage of Real-Time-Marketing, the new version of Dynamics Customer Insight Journey (the Dynamics Marketing module), which offers the possibility of designing and animating personalized, interactive, AI-based journeys, with content that adapts in real time to audience reactions.

Microsoft's new CRM platform, “makes it possible to build an audience directly in the customer journey, by selecting criteria specific to the target, without having to resort to preconceived segments, as was the case with the previous version - Outbound Marketing. And the behavioral triggers are also more sophisticated and intuitive to use.” Caroline Dubreuil, head of ICC's CRM department.

Another notable improvement is that, “consent management in Real-Time-Marketing is more intuitive and better designed. All of which reinforces compliance with the GDPR. Simplified form management will also benefit non-marketing expert users. These enhancements will simplify customer journey management by business teams and reduce support requests which will help the support team focus on campaign performance and journey improvement.” Caroline Dubreuil.

Inetum's global approach to successful migration

The ICC took advantage of its migration project to enlist the support of a new service provider for a broader range of services. Inetum came out on top in the tender process conducted in 2024, based on the quality of its technical skills and its ability to understand the global Microsoft environment (beyond the context of the CRM tool alone). “We challenged the candidates on several practical cases, and Inetum was the most convincing.” Caroline Dubreuil. 

Among its distinctive points, Inetum was the only one to propose a detailed audit of existing tools. “This approach appealed to us because we needed to run a diagnostic on our tool, particularly with regard to a TMA that had not provided complete satisfaction in the past. As an illustration, the diagnosis enabled us to define best practices in terms of customizing functionalities and optimizing storage as part of the alignment of environments while maintaining expected savings on the cost of data volumes.

Solid, dynamic support

Behind this holistic approach, Inetum is seen above all for its ability to support the project from start to finish, (including integration with ICC's own solutions and migration of all data), whereas the competition proposed starting from scratch. “We needed solid, professional support for this transition and for everything we have to do with Dynamics. Inetum helped us to do more than just migrate to Real-Time-Marketing,” explained Caroline Dubreuil. Today, we have, “the rigorous management of the TMA and the great responsiveness of the teams. We believe that the right consultants are on the right subjects. Inetum's ability to quickly put together a team of in-house experts to work on a ticket or a project has been a great reassurance for us.”

This vote of confidence by the ICC will continue over the long term, beyond the launch of Real-Time-Marketing in April 2025, particularly in terms of support for the use of new Dynamics functionalities. “We want to build a long-term relationship with Inetum,” concluded Caroline Dubreuil.

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