Duplicate Dynamics CRM Data & User Adoption

When undertaking any Dynamics CRM deployment, user adoption is key to its success and is a key component in making sure that a CRM implementation is successful. While there are many different methods and opinions on what are the keys to user adoption are, some

points of emphasis include developing the CRM roadmap, communicating the value to end users and business analysts effectively, and training. With that being said, this blog covers what I believe is one of most crucial component to users adopting CRM and that is the data in CRM.

There are a couple key components when it comes do adopting CRM and end users seeing the value of how it streams productivity and makes their jobs easier. Whether a brand-new implementation or upgrade, the following two components must be executed well.

Initial Load

The initial load of data into CRM is often tricky and is one of the most critical aspect of making sure that confidence builds among end users. Many times, an organization or partner is left to manually de-dupe data either before or after loading it

into CRM. Along with that, if data is coming from a legacy system or is coming from many different sources, it needs to be transformed so that it can be migrated to CRM’s underlying SQL database. More often than not this process can be extremely time consuming and can slow down implementations and migrations which can frustrate end users. Making sure that the initial load is done correctly is a major key to streamlining user adoption both short and long term.

Deduping before or after CRM import?

The other key component of user adoption in regards to CRM data is the deduping process. The decision must be made whether to dedupe the data before or after it gets imported into CRM along with how that process should take place. Does the data get deduplicated before a needed transformation process? Would importing the data into a development environment then starting a deduplication initiative before copying that data into a production instance be best? Which business rules need to be applied to make sure that the deduplication process is done correctly and which team members are going to be responsible for monitoring the application of those business rules so that records that should be kept separate aren’t merged? All of this needs to be taken into account so that when the time comes for training end users, they have confidence in the data that they are working with.

Data Ownership

The deduplication process is also key in regards to ownership of records within CRM. For example, if a sales representative is reaching out on a new prospect and has multiple records of the same prospect, they can easily be creating critical activity records within the wrong one which can jeopardize the sale. From a customer service standpoint, making sure that your CRM is deduplicated is important for preventing service reps from being unprepared and jeopardizing their ability to resolve cases. This not only puts relationships with customers at risk, but can lead to those customer service users no longer trusting CRM and compromising the organizations user adoption goals.

Making sure that these key components are executed properly will streamline user adoption and minimize the risk for a failed Dynamics CRM deployment. For additional information regarding effective data deduplication of Dynamics CRM and how it can affect user adoption check out the AutoMerge features page and feel free to request a data quality report to see how duplicated your CRM data is and to help start the process of enhancing user adoption.

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