What challenges did Hooker Furniture Corporation face before AI implementation?

Multiple legacy ERP systems from acquired companies fragmented operations and increased IT costs. Lack of consolidated financial and inventory visibility across 14 sites hindered effective decision-making. Inability to present multiple furniture brands as one cohesive business to customers. Support team lacked centralized access to customer case and ticket information. Need to offer configure-to-order capabilities to meet unique customer demands.

What was the impact of the AI solution?

Achieved unified "one voice to the customer" by consolidating multiple legal entities onto one ERP system. Reduced IT costs through system consolidation and cloud adoption. Improved manufacturing efficiency and product quality across divisions. Gained clear visibility of inventory and financials across 14 sites for better planning and margin analysis. Introduced configure-to-order capabilities to meet unique customer requirements. Enhanced customer support with better case management and analytical reporting.

Source

Microsoft

Hooker Furniture Achieves One Voice to Customer with Microsoft Dynamics 365 and AI Agents

Use case typeContact center modernizationUpdated Jun 13, 2026

Hooker Furniture Corporation, a leading North American furniture manufacturer, struggled with disparate ERP systems across multiple divisions causing increased IT costs and lack of visibility in financials and inventory. They implemented a consolidated Microsoft Dynamics 365 ERP system covering financials, supply chain, manufacturing, warehousing, product configurations, and eCommerce integration, supported by AI Agents to improve inventory visibility and supplier communication. Dynamics 365 Customer Service centralized customer support case and ticket management to provide unified assistance across multiple brands.

Organization: Hooker Furniture Corporation
Industry: Manufacturing
Location: United States
Published: January 2026

Reported outcomes

Strategic outcomes

Customer experience & trustUnified one-voice customer supportNew product / capabilityIntroduced configure-to-order capabilitiesBetter decisions & insightGained unified financial and inventory visibilityCustomer experience & trustCentralized customer case management

Primary read

Use case focus

Showing 2 of 2

1ERP Consolidation
2Customer Service Enhancement

Multiple legacy ERP systems from acquired companies fragmented operations and increased IT costs.
Lack of consolidated financial and inventory visibility across 14 sites hindered effective decision-making.
Inability to present multiple furniture brands as one cohesive business to customers.
Support team lacked centralized access to customer case and ticket information.
Need to offer configure-to-order capabilities to meet unique customer demands.

Implemented a single Microsoft Dynamics 365 platform to unify financials and supply chain management across multiple brands and sites.
Deployed Dynamics 365 Customer Service to centralize and improve customer support case management and analytics.
Used AI Agents within Dynamics 365 Supply Chain to enhance inventory visibility and supplier communications.
Partnered with Sunrise Technologies for industry expertise and successful multi-site go-lives in North America and Asia.

Technologies

Microsoft Dynamics 365 Dynamics 365 for Customer Service AI Agents

Achieved unified "one voice to the customer" by consolidating multiple legal entities onto one ERP system.
Reduced IT costs through system consolidation and cloud adoption.
Improved manufacturing efficiency and product quality across divisions.
Gained clear visibility of inventory and financials across 14 sites for better planning and margin analysis.
Introduced configure-to-order capabilities to meet unique customer requirements.
Enhanced customer support with better case management and analytical reporting.