Business Situation

Dal-Tile is the leading manufacturer of natural stone and porcelain tiles in the US and the world’s leading manufacturer of ceramic tile. The company sells its products through retailers around the globe and is continually looking for new ways that technology can help streamline processes to both scale its business and improve the customer experience.

As part of this initiative, Dal-Tile partnered with Avanade to transform its warranty process using the company's core CRM system. Because its products are sold through multiple retailers, Dal-Tile managed several different warranty registration systems. Furthermore, warranty claims were managed by email. The solution? A cloud-based, self-service portal that will save both time and effort for users.

"By working closely with our team, Avanade was able to turn our specific needs and design into an implementation plan that helped us achieve the user experience we were looking for. It was a very collaborative process."

Nellson Burns CIO, Dal-Tile


Avanade consolidated Dal-Tile’s requirements to help guide the implementation plan around the customer and employee journeys. Much of this work was dedicated to developing a core warranty process with a simple user experience that can be quickly expanded and replicated to support new brands and retailers in the future.

Within the new CRM warranty portal, customers can:

  • Register a warranty
  • Submit a warranty claim
  • Receive confirmation of their submission
  • Track the status of a warranty claim using a real-time dashboard


Dal-Tile’s new warranty portal will help the company continue to scale its business while providing customers and retailers with intuitive experiences that make registering for warranties and making claims much quicker, easier and more trackable than before. Streamlining these processes will also help Dal-Tile employees spend less time managing requests and analyzing customer data to improve future initiatives. Increasing internal efficiencies has made the entire process easier for everyone involved.

Find out more about intelligent business applications for your industry.

Share this page
Modal window