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Arts Council
Dynamics CRM supports Arts Council vision for streamlined communications

The Arts Council, England’s development agency for the arts, wanted to leverage its investment in Microsoft Dynamics CRM and benefit from improved communications with its key contacts and stakeholders

Eliminating silos and consolidating data from across the organisation

Managing stakeholder and contact information efficiently was core to the Arts Council business needs but its key contact information was held in data ‘silos’ across different business applications. This restricted its ability to communicate effectively and target contacts with appropriate messages.

The Arts Council had already invested in an on premise Microsoft Dynamics CRM platform and was looking for a partner to configure the system to best meet business needs – in particular to provide a single view of information and interactions for each contact.

It planned a live pilot, not just to test the solution via a range of internal users but also to provide the opportunity for feedback.

Putting user needs first - right from the start

The project kicked off with a number of workshops at the Arts Council to give the development team an understanding of the business and ensure user needs were met. Requirements were then prioritised to guarantee the pilot delivered best value for money within a tight budget.

The system was configured around the core Dynamics marketing module and integrated with other software packages. Critically, a migration of live data allowed ‘real’ usage of the platform during the pilot phase. Data was cleansed to enable master data management to be implemented from day one of the pilot as the solution rolled out internally.

Next steps

With the pilot showing a return on investment within a six month period, the Arts Council is now looking toward future system development



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