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BTU × gorelate: How two worlds merged into one powerful CRM
04. June 2025
BTU Business Travel Unlimited combines personalized service with digital efficiency: By implementing Microsoft Dynamics 365 alongside their partner gorelate, the company has established a future-oriented CRM system. Discover why the transition was necessary, how the collaboration unfolded, and which digital steps are next on the horizon.
Insights into the project
Initial situation
When companies come together, often two different systems, processes and ways of working meet. This was also the case with BTU: On the one hand, there was no overarching CRM, on the other hand, with the acquisition of a company, an existing but not so pronounced system came into the house. The challenge was clear: Bringing both worlds together, creating a common data basis and setting up everything future-proof. In this situation, gorelate came into play. From the beginning, our team convinced not only with expertise, but also with real closeness and understanding for the new system.
Oliver Megyeri, Head of National Accounts, recalls: „Already in the first conversations with gorelate it became clear that they really understood us. Quickly it was clear: This is the right way.“
„We have looked at many options, but it quickly became clear to us: We stay with Dynamics, because we have simply had good experiences with it.“ Already in the first conversations with gorelate it became clear that gorelate really understood BTU. gorelate understood the needs of BTU best, and the chemistry between the companies as well as the people simply worked.
Decisive were above all the local proximity and the personal care by the team. In addition, the human level also fitted well, as well as the personal experiences of the team, which were also included in the decision.
Patricia Perez, Global Key Account Manager, describes the basis of the decision for gorelate: „We simply saw that the chemistry was right, and that we would be provided with the necessary experience from you."
The results of the collaboration:
By introducing Dynamics, BTU has been able to build a central, stable and data-secure CRM system that brings together all customer data, both from old and new systems. All relevant information can be specifically searched for, found and edited, without the need for laborious Excel lists or manual follow-up. Changes to the data automatically flow into the internal workflows and are also processed further in the back office, ensuring up-to-date information and transparency, they told us in an interview with gorelate.
"I can complete a customer installation from A to Z in the tool, at the end of the day I just wait for the customer number, and at the push of a button I have all the information. That makes my job so pleasant."
Patricia Perez, Global Key Account Manager at BTU
Furthermore, resource savings were emphasised: Newsletter registrations are automatically linked to customer accounts, customer data can be created and managed at the push of a button, and data protection requirements are easily met. This has not only accelerated work in marketing, sales, and internal communication but also placed it on a modern, future-proof basis.
Where is the system used in your company?
- It is used in Sales & Key Account Management for central customer data, automatic workflows, and simple search..
- In Marketing for newsletters, mailings, brand management, automated registrations, which makes many things easier.
- and also for Internal Communication: coordinated workflows between front and back office are carried out here with Dynamics.
Collaboration with gorelate:
"The collaboration was characterised from the outset by openness, mutual understanding and close coordination. Gorelate quickly adapted to our individual needs and showed great commitment to mastering the complex challenge of merging various customer data systems. We particularly appreciated the personal support and the open ear for all questions. The clear and direct communication significantly contributed to successfully mastering even challenging coordination processes. Through the collaborative partnership, we were able to establish a CRM system that is technically convincing and, despite initial scepticism, has been well accepted by all users."
Learnings & Challenges and Future Goals:
In the interview, it became clear that it was initially a challenge to convince all internal stakeholders of the introduction of the CRM system, especially since many employees had also managed well without such a system. Many advantages only became apparent during ongoing use and were increasingly appreciated over time. In retrospect, it became clear that the target image was gradually developed and specified during the project. For the team, this was an important learning: In the future, target architectures should be formulated even more clearly. Ultimately, all challenges were mastered together and the system was successfully implemented.
The BTU team looks curiously into the future and plans to handle the offer creation as well as customer competitions and events completely via the CRM system in the future. The further development of digital processes is firmly anchored in the company's strategy – standing still is not an option for the company!
"Sometimes we had to take a step back to take two steps forward – but in the end, everything turned out super."
Patricia Perez, Global Key Account Manager at BTU
About BTU Business Travel Unlimited Reisebüro GmbH
BTU Business Travel Unlimited Reisebüro GmbH is an experienced travel agency specialising in individual business trips. With customised solutions, BTU helps companies to efficiently and flexibly plan their travels.
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