Transformed a national non-profit’s contact centre by consolidating CRM platforms into Dynamics 365, automating key processes, and enabling real-time analytics with interactive dashboards.
Industry
Healthcare & Non-Profit
The Client
A national health-focused non-profit organisation dedicated to improving public health outcomes and supporting patients through education, outreach, and helpline services.
The Challenge
The client’s helpline team faced operational inefficiencies due to the use of two parallel CRM systems—Salesforce and Microsoft Dynamics 365. This fragmented approach led to process duplication, limited visibility into the customer journey, and siloed data that hindered service performance. They needed a unified platform to streamline case resolution, integrate communication channels, and enhance reporting.
The Solution
I led the CRM consolidation and transformation initiative, migrating all operations to Microsoft Dynamics 365 Customer Service. Key elements of the solution included:
- Unified Case Management: Designed a comprehensive end-to-end case resolution process within the Dynamics 365 Customer Service Hub.
- Platform Consolidation: Phased out Salesforce in favour of Dynamics 365, centralising all support interactions in one integrated system.
- Workflow Automation: Used Power Automate to streamline internal workflows and trigger real-time notifications.
- Omni-Channel Integration: Integrated phone, email, web forms, and chatbot interactions into the CRM system for full visibility.
- Data Migration: Executed a seamless migration of historical data from Salesforce into Dynamics 365, preserving data integrity.
- Insightful Dashboards: Created interactive Power BI dashboards to monitor operations and support strategic planning.
Technologies Used
- Microsoft Dynamics 365 Customer Service
- Customer Service Hub
- Power Platform (Power Apps, Power Automate, Power BI)
- Typeform
- Marketing Automation Tool
- IVR Integration
The Results
The organisation now benefits from a centralised CRM platform that supports a holistic view of customer interactions, faster case resolution, and intelligent reporting. Automation has reduced manual workloads, and Power BI dashboards deliver real-time operational and analytical insights—driving both frontline performance and leadership decision-making.