Dynamics CRM in the Contact Center - Keeping Multiple Source System Data in Sync - First in Series

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Customer data integration (CDI) is receiving
increased attention as companies realize that 

basic CRM alone has failed to deliver the single view they expected,
because of the number
of systems involved with real-time updates.” –Trillium


The core function of any Contact Center is to handle daily volume, with a knowledgeable Agent, in the most efficient time possible. With this comes a very common business challenge - managing disparate operational systems and keeping the data across those systems in sync.

A typical Contact Center includes technology such as:

  • ERP/HR System (Employee Demographics/Reporting Structure)
  • Phone/ACD System (Call Scripting/Routing)
  • Chat Tool (Web Site: Click to Chat)
  • Work Force Management Tool (Staff/Schedule Management)
  • Quality Monitoring Software (Call Monitoring/ Recording)
  • CRM (Sales/Service Management, Marketing Automation)


These systems are typically stand-alone and maintain different levels of key source system data required to manage the day-to-day operation. This makes it difficult for an Operational Manager to keep these systems aligned.  The best way to accomplish this is to make changes once and leverage those updates in multiple places.

Consider the following:

  1. Determine which system will be the “Primary Source System”. This is typically the system containing the most detailed level of data and where you have administrative ownership.  For example, in most cases this might be the Work Force Management Tool.
  2. Which data elements need to be shared across which downstream systems?
  3. Determine the frequency of the updates required.  Is it once daily? 4 times daily? Hourly?  This will determine the method by which you share data across systems - Real Time Integration vs. Data Import.


Recently when working with a HealthCare Microsoft Dynamics CRM Customer they were challenged with migrating from Contact Center Agents being “Generalists” to specific roles as a “Qualifier” or “Closer”. They had to completely revamp their business and technology workflow to provide consolidated relevant data capture for each role. In CRM 2011 you can assign profiles, leveraging security, to individuals and teams. This new business structure allowed Agents to concentrate on a very specific part of the Sales Process and eliminated the “one-size fits all” CRM screen capture. By eliminating the noise, Agents were able to better concentrate on their core responsibilities.


Another business requirement was to allow Agents to move dynamically between teams and skillsets while keeping their reporting hierarchy intact. The recommendation was to leverage the Work Force Management Tool for Schedules, Skillsets and Team Reporting Hierarchy and feed that data nightly, via data export, from the WFM Tool, to the CRM System.   This ensured Agents RM data rolled up to the appropriate management hierarchy in Dashboards and Reporting.


Post by: Denise Henke, Customer Effective

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