How HR Dept Uses Enabler & MS Dynamics to Automate Lifecycle Comms

As the UK's largest franchise network of HR professionals, HR Dept needed a way to power a new, nationwide email communications programme for both prospects and clients. The challenge was to coordinate this across 100+ licensee offices, ensuring timeliness and consistency. They chose Pancentric's Enabler platform to work in conjunction with their existing MS Dynamics CRM, creating a powerful, fully-automated lifecycle comms engine.

The Challenge:

Consistent, Timely Comms Across a Nationwide Franchise

HR Dept's franchise model is its strength, but it creates a complex communications challenge. Head office needed a way to support over 100 licensee offices in growing and retaining clients. The goal was to deploy a full lifecycle email programme—covering lead nurture, newsletters, and post-service follow-ups—that was consistent, timely, and efficient for both the central team and the local licensees.

The Solution:

A Deep Integration with MS Dynamics

The key to success was Enabler's deep integration with HR Dept's MS Dynamics CRM, which was undertaken using Microsoft PowerApps.

This integration creates a fully automated, daily data sync:

1. Daily Sync: Every night, Dynamics automatically feeds Enabler the latest CRM data from all 100+ licensee offices.

2. Rule-Based Automation: This ensures daily email communications are triggered by predefined rules based on the very latest client records.

3. Hyper-Personalization: Emails automatically merge data that is personal to the client, such as agreement dates, boosting relevance and improving the customer experience.

Alongside the automated emails, the platform provides critical flexibility. Local teams can run ad-hoc campaigns to react to new opportunities, while the central "People Matters" newsletter is sent from head office on behalf of local offices, ensuring every customer receives professional, well-branded updates.

The Results:

A 42% Open Rate and "Extraordinary" Efficiency

The programme represents a step-change in the timeliness, consistency, and efficiency of comms for the entire network. In the first 12 months of the programme, the results have proven the success of the strategy:

• 800,000+ Emails sent in the first 12 months.

• 42% Average Open Rate - Achieved across all automated campaigns, well above industry benchmarks.

"I'm delighted to say that we can now deliver relevant, personalised messages at scale and with ease — improving engagement rates and building ever closer connections with our clients. The boost to outreach and efficiency has been extraordinary."

Sam Pardey, Marketing Manager, HR Dept

Conclusion

This partnership solves the core challenge of a franchise business: balancing central control with local flexibility. The deep integration between Enabler and MS Dynamics provides a "single source of truth" for data, allowing HR Dept to automate personalized, relevant communications at scale. The "extraordinary" boost in efficiency and an impressive 42% open rate show the power of this connected, automated approach to B2B email marketing.