A journey of rediscovery: Music Tribe “hits refresh” to embrace customer obsession

 |   Singapore News Center

people playing instrument, and a person gaming on a computer

Singapore, 16 December 2022 – Music Tribe, a global audio equipment manufacturing brand, partnered with Microsoft to overhaul its legacy IT equipment and update its data across its operations around the world.

In 2019, Music Tribe began their disruptive journey to rediscover its purpose and build a sustainable future. Within two years, the company successfully eliminated all data centers, physical servers, legacy applications, and terabytes of outdated data. Today, Music Tribe is IT-free and operates entirely on Microsoft Azure where the results have shown a 300% increase in productivity.

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Taking the leap towards digital transformation

Uli Behringer, Customer Experience Obsessor (CEO) at Music Tribe, shared his vision in shaping a customer-obsessed, digital-obsessed organization: “The right technology solution begins with defining the purpose and setting good intentions. Music Tribe is on a mission to democratize music by creating the best possible products and services. We knew that we had to start by refreshing our digital architecture so that our employees had the right tools to do best work for our customers.”

Music Tribe employees played a huge part in the transformation, which started with the disposal of all paper documents, along with physical assets like cabinets and drawers. They were later inducted into Microsoft 365 SharePoint by storing, filing, and renaming millions of files into a centralized digital repository – enabling them to access files remotely as they shifted to a hybrid work setup.

Reigniting the passion in Tribers

 The shift to Dynamics 365, Microsoft Azure and Microsoft 365 encouraged automation across different business functions. The removal of administrative and repetitious tasks gave Music Tribe employees more time to focus on listening to their customers and delivering solutions to continually exceed expectations. Employees were also able to work on their personal development through Microsoft Viva Learning – 80% more employees were actively engaged with the learning content.

As part of the digitalization journey, Music Tribe leveraged Azure AI to obtain real-time queries and insights, allowing them to view the data from a larger business perspective, all the way to granular detail.

Richard Koh, Chief Technology & Security & Customer Success Officer at Microsoft, said “With the right purpose in mind, technology can play a key role in improving employee experience, accelerating innovation, and building a sustainable future. That’s why we are proud that our technology is one of the driving forces behind Music Tribe’s transformational journey, as it has allowed us to continue our work in empowering every person and organization on the planet to achieve more.”

For more information on Music Tribe’s partnership with Microsoft, please see the full story here.


About Microsoft
Microsoft (Nasdaq “MSFT” @microsoft) enables digital transformation for the era of an intelligent cloud and an intelligent edge. Its mission is to empower every person and every organization on the planet to achieve more.

About Music Tribe

“We believe there is a musician in every human being” states Uli Behringer and Music Tribe believes in the sole purpose of empowering customers to become the most creative they can be. Its mission is to obsessively empower through their world-class Brands and help customers to create and receive appreciation.