Dental Care with Passion

The Need for a Single, Reliable Customer View

As a family-owned company with more than sixty years of experience, Dentalair supports dental care professionals throughout the Netherlands. Its services range from practice construction and interior design advice to dental equipment, maintenance and support.

Because of this broad service offering, having a complete and up-to-date customer view is essential for delivering consistent service and enabling efficient collaboration between departments.

The existing CRM system did not provide sufficient visibility. Contact history was scattered across departments, employees maintained their own Excel spreadsheets and information was often entered multiple times. Customers regularly had to repeat information that had already been shared during previous interactions.

Dentalair wanted a single system that would connect departments, simplify workflows and create immediate value during every customer interaction.

During the discovery phase, employees from all disciplines were actively involved. Through interviews and collaborative design sprints, they mapped out their ideal workflows and identified key challenges. This led to a clear design objective:

How do you create a flexible, user-friendly CRM system that supports multiple roles while bringing all relevant information together in one place?

From Fragmented Data to One Intuitive CRM

We developed a new CRM platform focused on usability, consistency and centralised access to information.

Users start in My CRM, a personalised workspace containing functionality for tasks, appointments, calendars and customer relationship management.

One of the platform’s key features is the Relationship Card, which automatically consolidates all relevant information about a customer or business relationship, including:

• Customer details
• Contact history
• Order history
• Quotations and proposals

By retrieving data directly from connected systems, information remains accurate, complete and up to date. Duplicate data entry is eliminated, and employees gain immediate insight into everything happening within a customer relationship.

The collaboration with Dentalair was characterised by short development sprints and early user involvement. By engaging end users from the very beginning, they not only influenced the design of the platform but also gained a deeper understanding of its capabilities.

This approach accelerated adoption, improved functionality and strengthened collaboration between teams across the organisation.

A CRM Platform That Grows with Dentalair

The new CRM system provides employees with a single source of truth, streamlines processes and enhances the overall customer experience.

Thanks to its intuitive structure and clearly defined workflows, departments can collaborate more effectively and respond to customer needs more efficiently.

The platform is also designed for future growth. A shared product backlog is already in place, including planned enhancements such as integrations with financial systems and automated document generation in Dentalair’s corporate branding.

As a result, Dentalair now has a CRM platform that not only supports current operations but also evolves alongside the organisation and its users.