Success Continues For An Innovative UK Scientific Company

The UK subsidiary of a successful global microplate reader manufacturer relied on Act CRM to manage its operations, however the system could no longer deliver the levels of flexibility, automation and accessibility demanded by the company. By working with a trusted Microsoft partner, BMG LABTECH has seamlessly transitioned to Dynamics 365, maximising efficiency to support a growing organisation.

The needs of the fast-growing company

Founded in 1990, BMG LABTECH is a leading global developer and manufacturer of innovative, high-quality, and reliable microplate reader instrumentation. Until now,  its UK subsidiary BMG LABTECH Ltd was using Act CRM to manage their everyday operations however due to significant growth their existing CRM was unable to support their needs.

Lisa Cresswell, Operations Manager at BMG LABTECH, explained, “We first started using Act back in 2004 with only eight of us in the company. Having now grown to twenty one people, we felt Act can no longer offer us flexibility we needed. We had to make too many compromises with regards to managing sales opportunities and customer support. ”

To overcome their challenges, BMG LABTECH wanted a modern and future proof solution that would support their growing operation. Having discussed their requirements with their CRM provider, Xperience Group, the company made a decision to move to Microsoft Dynamics 365.

The new system was implemented in stages to ensure that both the CRM (Dynamics 365 for Sales) and Field Service application (Dynamics 365 for Field Service) were well adopted and all the teething issues were ironed out.

Lisa commented, “We had a really good experience. Our data was moved across from Act to Dynamics 365 seamlessly which was extremely important to us. We needed a few tweaks done to make the system more compatible with what we need, and this was handled beautifully.”

The key to effortless service and profitable relationships

This move not only replaced an older system, but added a wealth of additional business features the company could quickly take advantage of. BMG LABTECH now has a comprehensive, well-organised database of business relationships, contacts and prospects as well as a reliable platform to deliver fast and efficient service that adds value to every interaction.

Lisa commented, “We also have more visibility of which customers are collaborating – something quite important to us due to the industry we’re in. With this information we can keep everyone involved aware of what is happening within different geographical areas as well as provide better support to all parties.”

“With Dynamics 365 for Field Service our engineers are able to complete all service steps electronically and, with instant access to stock levels and customer information they can complete maintenance tasks much faster and more accurately.”

Bright future ahead

Lisa realises the company has barely scratched the surface when it comes to Dynamics 365 functionality, however fully expects the software to play a key part of the company’s growth.

I can see the company growing and Dynamics 365 will be there to support us. As for our partnership with Xperience, we do have a really good relationship and whenever we have a problem, they sort it out for us extremely quickly. It’s a partnership that will help us drive strong growth.


Since their establishment in Offenburg, Germany in 1990, BMG LABTECH has expanded to offer a worldwide sales and support network with offices in the USA, UK, Australia, Japan and France. Their subsidiaries, regional offices and distributors are committed to bringing innovative microplate reader technology for every application - life science, drug discovery and assay development.