Omnichannel resident contact and automated case routing

Client Overview

Company Name

Midland District Council.

Company Address

Council House, Civic Square, Midland District, WS11 1DB, England.

Industry Details

Two-tier district local authority serving approximately 128,000 residents across eight town and parish areas in the West Midlands. Services include planning, housing, environmental health, licensing, waste and recycling, leisure, and council tax.

Entity Size

Around 520 employees across council services and a dedicated customer services team of 42 agents.

Product/Solutions Implemented

Dynamics 365 Customer Service, Dynamics 365 Sales.

Duration of Project

8 months.

Dynamics 365 logo

We deployed Dynamics 365 Customer Service at Midland District Council to replace a legacy CRM that could not support omnichannel contact management, automated case routing, or back-office system integration.

A council contact centre where the same resident asking the same question through a different channel started a new case with no history of the previous one. The frustration that caused for residents and officers was the starting point for the programme.

Government - Local AuthorityDynamics 365 Customer ServiceDynamics 365 Sales
Dynamics 365 implementation for local authority resident services

Helen Crossley, Director of Customer Services, Midland District Council

The Challenge

  • The legacy CRM could not link resident contact records across phone, email, web, and social channels.
  • Case routing was manual, taking an average of 4 hours from receipt and creating misroutes on 19% of cases.
  • Planning, licensing, and environmental health systems were separate from the CRM, forcing officers to switch platforms during enquiries.
  • Complaint management was tracked in a separate system with no real-time service-area view for managers.
  • Resident satisfaction surveys were sent manually weeks after closure and were not linked to case records.
  • Leadership reporting was produced monthly from CRM exports, taking three days and lagging behind actual performance.

Our Solution

Omnichannel Contact Management and Case Routing

  • Dynamics 365 Customer Service was deployed as the single contact management platform.
  • Phone, email, web form, and social channel contacts route into a unified D365 Customer Service queue.
  • Unified resident profiles link all contacts from one resident regardless of channel.
  • Automated case routing assigns incoming cases to the correct team based on subject classification, channel, and service area rules.
  • Integration connectors surface live planning, licensing, and environmental health statuses inside D365 Customer Service.

Complaints, Satisfaction, and Performance Reporting

  • Complaint records are managed with a dedicated case type, escalation workflow, and stage-based progress tracking.
  • Resident satisfaction surveys trigger automatically 48 hours after case closure and link responses to the case and handling officer.
  • Dynamics 365 Sales was used for stakeholder relationship management with parish councils, community groups, and elected members.
  • A real-time performance dashboard shows case volume, resolution time, channel split, and satisfaction score for leadership.

The Impact

Midland District Council connected resident contact history, automated case routing, back-office visibility, complaints, surveys, and leadership reporting.

0%

Case Resolution Time Reduced

Average case resolution fell from 6.4 days to 3.9 days within six months of go-live.

61% to 79%

Resident Satisfaction Improved

Post-case survey data showed satisfaction moving from 61% to 79%.

19% to 4%

Case Misroutes Reduced

Automated triage rules replaced manual routing and lowered misroutes within 3 months.


Residents do not think in service areas and case numbers. They have a problem and they want it sorted. When your system cannot even connect their phone call on Monday to their email on Wednesday, you are not giving them a chance. Dynamics gave us that chance.

Helen Crossley
Director of Customer Services
Midland District Council.

Case Study

Explore how we transform businesses with Dynamics 365, backed by custom web and mobile solutions that scale and support your operations.

Real Estate | ERP + CRM

Pinnacle Properties Group streamlines tenant management and property operations through Microsoft Dynamics 365 Sales.

Financial Services | ERP

Caspian Distribution FZE accelerates order fulfilment and route visibility through Microsoft Dynamics 365 Business Central

Manufacturing | ERP + FABRICS

NovaCast Industries unifies manufacturing operations and financial visibility with Dynamics 365 Business Central + Power BI.

Unlock Your Digital Potential Today.

Combining intentional design with an original application of progressive technologies to create sustainable innovation.