Stronger customer relationships and smarter international growth with AI
ADEZZ has ambitious plans. The Brabant-based producer of garden and landscaping products aims to grow internationally, with a strong focus on efficiency, scalability, and customer focus. To make this possible, a solid digital foundation is essential. One that not only supports day-to-day operations, but also provides clear insight, control, and space for modern technologies such as AI. That is why ADEZZ selected Fellowmind as its IT business partner. Together, they are building a future-ready platform, starting with the implementation of Microsoft Dynamics 365 Customer Service (formerly Contact Center).
A story that reaches beyond Fellowmind
The story of ADEZZ has not gone unnoticed. Microsoft is also sharing this case on its own website. You can view it via the button below.
The challenge: staying in control in a fast-growing international organisation
ADEZZ designs and produces high-quality products made from materials such as steel, wood, aluminium, and bamboo. From the Netherlands and Poland, the company serves customers in six European countries. Rapid growth, a merger with a production partner in Poland, and the setup of international sales offices all added new layers of complexity. Rob Geene explains: “We have grown significantly over the past few years. That growth pushed our existing IT landscape to its limits. We needed better overview, smarter processes, and stronger collaboration across borders.” To continue supporting this growth, and to serve customers better, a mature IT platform was essential.
The solution: one platform for customer service, sales, and soon operations
Together with Fellowmind, ADEZZ started the move to a scalable and connected IT landscape. The first step was the implementation of Microsoft Dynamics 365 Customer Service. This created a single foundation for customer contact and sales, with a clear path to support operations in the future as well.
We wanted a system where support and sales could work together, and that would be ready for further integration with ERP. Microsoft Dynamics 365 offered everything we were looking for.
The choice for Microsoft was strategic. It gives ADEZZ the opportunity to bring all processes together on one platform, from customer contact to warehouse management.
AI as an accelerator
By using AI, ADEZZ gains an immediate advantage. The sales team now works with AI-driven call transcripts, multilingual support, and templates for consistent customer communication. Rob Geene explains: “In the past, on days when our Polish colleagues were not available, we simply could not communicate with customers in Poland. Now AI translates conversations in real time. And with automatic transcripts, we have much better insight into what is discussed in customer calls.” This does not only lead to better service, but also brings more calm and clarity for employees.
More structure, more insight
The transformation has had an immediate impact. Where sales conversations were once recorded in many different ways, the team now works with a clear and consistent approach to follow-up, quotes, and customer contact. Rob Geene says: “It’s great to see that even our more creative colleagues now experience more structure. That gives them peace of mind, and it gives us as a management team much better insight into customer behaviour, quotes, and service requests.”
Working with Fellowmind
ADEZZ deliberately chose Fellowmind, based on recommendations from other entrepreneurs in the manufacturing industry.
We immediately had a good connection with the team. They think in a practical way, but also bring the strategic knowledge we need to make our IT landscape futureproof.
Marc van Hout, Commercial Director at Fellowmind, says: “ADEZZ is a great example of a manufacturing company that wants to scale in a smart way using technology. We see that AI and integrated platforms really make a difference in this sector.”
Next step: ERP, integration, and predictability
In 2026 and 2027, ADEZZ plans to implement a new Microsoft ERP system. This will take the company one step further towards fully integrated processes, better planning, and stronger control over the supply chain. Rob Geene explains: “We want one single source of truth. One platform where all processes come together. That will help us predict better, plan better, and scale with confidence.”
AI agents in manufacturing: opportunity or chaos?
Marc van Hout stresses the importance of structure when using AI agents: “Many manufacturing companies are experimenting with AI agents. That’s a good idea, as long as you give these digital colleagues a clear place in the organisation. Without structure, they can actually create chaos.” That is why Fellowmind developed the Hive AI platform. It helps companies use AI agents in a controlled way and lets them work together smoothly with human colleagues.
Even companies that are not ready yet should start exploring this now. AI agents are here to stay, just like the internet once was.
