Sirva unifies global mobility operations on a single intelligent platform with Dynamics 365 Contact Center and Copilot Studio

A global mobility leader builds on a unified foundation

Sirva is one of the world’s largest providers of relocation and global mobility services, helping organizations move employees across more than 190 countries. From household goods shipping to destination services and intercultural language training, the company manages every aspect of the relocation experience for some of the world’s largest enterprises. 

With approximately 3,300 employees and operations spanning the Americas, Europe, and Asia-Pacific, Sirva moves more than 100,000 employees annually, and ranks among the largest household goods movers, handling more than 175,000 moves annually.

The company’s current form is the result of a merger between Sirva and BGRS, both established mobility providers. The merger created scale—but also complexity in bringing systems together. The legacy BGRS organization operated on Zendesk for seven years, providing structured case tracking and SLA visibility. Legacy Sirva relocation consultants communicated with customers primarily through Outlook, with other CRMs being used throughout the organization, requiring multiple steps to track interactions, measure performance, or quantify workload.

“Our leadership prioritizes technology, speed, innovation, and insights,” says Ricardo Baez, VP of Operations at Sirva. “After analyzing both our tech stack and our long-term goals, the decision was made to switch to Dynamics because it better supported our combined business operations going forward.”

“Our partnership with Microsoft and the adoption of Dynamics 365 has fundamentally reshaped how we deliver mobility services. By connecting people, omnichannel engagement, real-time data, and AI-driven insights, we deliver a more seamless and personalized mobility experience for clients, employees, and Sirva teams,” says Joe Genautis, Chief Technology Officer at Sirva.

With Microsoft Dynamics 365 Contact Center, Microsoft Copilot Studio, Power Apps, Power Automate, Azure Communication Services, and Power BI, Sirva set out to bring its global operations onto a single intelligent platform.

Multiple systems leave a merged organization without visibility

After the merger, Sirva inherited two service models that operated in fundamentally different ways. These differences made it tougher to track how work moved throughout the organization. It took extra effort for leadership to consistently track response times, measure SLA performance, or assess efforts across services such as household goods, destination support, and language training. 

Even with telephony in place through RingCentral, the organization recognized it still needed more robust data to accurately measure call volume, answer rates, or response quality. Without a unified system, a global perspective remained an organizational need.

“We weren’t necessarily dissatisfied with our existing CRM, but we were looking for more than what it could offer,” says Baez. “We needed a platform that could unify operations, deliver AI-powered insights, and scale across all service lines globally.”

One platform, deployed in 90 days, with AI at the core

Sirva began deploying the new ecosystem with its Microsoft relocation services team, consisting of approximately 40 to 50 consultants managing relocations for Microsoft employees globally. The team went live on Dynamics 365 Contact Center roughly 90 days after the decision was made to migrate.

The rollout covered three distinct service types: 

• A one-to-one model where consultants manage relocation directly

• A one-to-many model through Sirva’s Global Mobility Center of Excellence that serves internal Microsoft stakeholders including HR and talent acquisition teams.

• A domestic relocation team based in India. 

Since then, Sirva has migrated additional teams onto the platform.

The transition was designed to feel familiar for team members accustomed to CRM workflows, while introducing more structured operations for other areas of the business. “Nothing we implemented is going to take the relocation consultant out of the loop. The agents are acting as assistants to our consultants,” says Baez. 

Dynamics 365 Contact Center provided greater integration flexibility than the existing CRMs, connecting natively with Power BI, Power Apps, and the broader Microsoft ecosystem. The platform’s chat capabilities are more robust, and Sirva now offers an AI agent within its customer-facing Connect+ portal. “When a customer asks a question, the system can identify the policy they’re eligible for and respond immediately. That’s something we couldn’t do with the existing CRM,” says Baez.

Sirva has also begun customizing Dynamics 365 agents. The Customer Intent Agent, which identifies customer intent in real time during phone calls and chats, is being tested for later implementation. Sirva’s roadmap extends well beyond the current deployment. The remaining three first-party Dynamics 365 agents—Knowledge Management, Case Management, and Quality Evaluation—are under evaluation for deployment, alongside the custom agents being developed in Copilot Studio.

Using Copilot Studio, Sirva is developing custom agents tailored to its business. One proof of concept drafts responses to customer inquiries based on historical actions, individual policies, and each client’s communication style. A second custom agent reviews relocation consultant responses against client policies to measure accuracy and surface quality metrics through automated dashboards.

Full visibility and a foundation for intelligent service

The entire Sirva organization operates on a single service platform, and relocation consultants now have case summaries, interaction highlights, and structured workflows at their fingertips. “We’ve been able to move the entire organization to a single platform,” says Baez. “It allows us to manage our resources more efficiently and gain better insights into the work we’re delivering for our clients.”

The change has been especially visible in adoption patterns. One of the strongest adopters of the platform at Sirva had limited prior CRM experience and has since become an internal advocate and subject matter expert, helping colleagues navigate the new platform. For staff members that used Zendesk, the transition was designed to be seamless, with Dynamics configured to mirror familiar workflows before introducing new capabilities.

Sirva also deployed Microsoft 365 Copilot for senior leadership. Teams use it for account insights, client volume forecasting, voice of customer analysis, and root cause analysis for escalations. The organization has built an internal AI Hive—an intranet hub with best practices, knowledge articles, and curated prompts—to support structured AI adoption across teams.

From first-party agents to client-facing AI

Sirva is expanding its client-facing AI capabilities. At Sirva University, its annual client and supplier event, the company launched Explorer—a feature within its client portal that uses AI to answer questions about active relocating employee populations. Although the technology is ready, adoption requires client opt-in due to the sensitive nature of relocation data, which can include salary, passport, and immigration information.

“By giving relocation consultants more time, we expect to deliver a better overall experience for our customers,” says Baez. “For Sirva, the transformation is not just about efficiency. It is about enabling consultants to focus on the deeply personal and complex aspects of relocation, where human expertise matters most.”