122 V I EWPO I NT Successful data quality management is essential for organisations to realise the potential of their Microsoft Dynamics 365 systems S T E V E FAR R AND S ANA Z ZAR K E SH : E X P E R I AN The data life cycle in Dynamics Poor data quality is seriously impacting organisations today, and it’s a problem that is only becoming worse. In a survey conducted by Experian Data Quality, 68 per cent of organisations said that their contact data is decaying faster than ever, and 72 per cent said they have so much data that it is difficult to prioritise where data management can add the most value. Without a sustainable data solution, businesses can end up wasting resources, negatively affecting the customer experience and compromising their ability to adapt quickly to changing environments. It’s crucially important that an organisation implements its data management strategy successfully. Experian has identified four essential stages of successful data quality management for Microsoft Dynamics 365, the first of which is a successful data migration to the new system. It’s important to fully assess the quality of your legacy data before embarking on a migration, and similarly to assess it after the move is complete. By doing so, organisations can ensure that a new Dynamics system is implemented on time and on budget and fulfils its promise to ensure good user acceptance from the outset. Secondly, its crucial to ensure that bad data does not get into the system. Experian provides solutions to capture, standardise, validate, and enrich postal addresses, email addresses, and phone numbers globally in real-time within your Dynamics 365 Customer Engagement apps. When a user creates or edits a contact, lead or account record, the app works within the form to check and correct the customer’s contact data before it enters your system. All of which allow for greater insight into your customers so you can deliver more effective customer communications, improve campaign effectiveness and operational efficiencies. We can also provide Identity Resolution, a data management process that checks, validates and appends information across devices and digital footprints using a unique matching process to create a single, data-rich profile for a person or business. It resolves customer data duplications and inconsistencies using both data management techniques and trusted reference data in tandem. More importantly, maintaining the quality of your data will streamline the user experience and improve the return on investment on your Dynamics 365 systems. The third stage is to enrich your reference data. This can include gaining all kinds of additional information of a person or business to enable you to build a more accurate picture of your customers for enhanced operational efficiency and customer experience. For example, you could access information about a “Experian has identified four essential stages of successful data quality management for Microsoft Dynamics 365”
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