Streamlined Account Merging for Cleaner Seed Customer Data

Business Needs

• A robust solution to efficiently manage and clean customer data, ensuring high-quality standards and better customer insights.
• An intuitive system that allows easy customisation and adaptability to handle specific business requirements and account management processes.

DQ Global Solution

DQ for Dynamics works seamlessly within Dynamics 365 to improve data quality and ensure your data is fit for business use. Partnering with TruNorth Dynamics, who expertly implemented Peterson Farms Seed’s CRM, we provided a tailored solution that addressed their specific data management needs.

Business Benefits

"At Peterson Farms Seed, we needed a robust solution to efficiently manage and clean our customer data, ensuring we maintain high-quality standards and gain better insights into our customers. We sought an intuitive system that allowed for easy customisation and adaptability to address our specific business requirements and account management processes."

Company Background

Peterson Farms Seed is the largest independent seed company in the region, providing corn, soybean, wheat, and pea seeds to Minnesota, North Dakota, and South Dakota. The company maintains a rigorous testing program with over 20,000 plots and has a passionate team of agronomists dedicated to helping farmers increase their yield. They have a longstanding commitment to doing the right thing, even when it's not the easiest path, and they uphold high-quality standards.

The Data Quality Challenge

• We import lead lists every year, but the out-of-the-box duplicate detection solution only managed to eliminate about half of the duplicates at best.
• Keeping track of shared accounts was a significant challenge. Although setting up matching criteria made it somewhat easier, we still lacked a more sophisticated solution to effectively manage and track these accounts.

Data Quality Solution

In partnership with TruNorth Dynamics, who implemented Peterson Farms Seed's CRM and their long-term partner, we tackled these challenges head-on:

• We focused on accounts since that's where we store our leads and customers. Our initial run, after fine-tuning the criteria, yielded excellent results. We continued adjusting the criteria and developed a final list, realising we needed to modify our process slightly for handling accounts. The ability to easily change the criteria and customise the fields for merging proved invaluable.
• It took about half a day to learn DQ for Dynamics and get it operational for the first few tasks. Some tweaking of the criteria and fields was necessary, but once we fine-tuned these, the results were impressive.

The Results

"The most significant benefit is having the pertinent fields readily available for users, enabling them to determine which data needs to be retained. We integrate with Dynamics Business Central, so maintaining synchronised and accurate data is crucial. Now, users can select the correct account and merge accounts effectively. The capability to merge more than two accounts is particularly beneficial. We run this process weekly, with a person reviewing it, ensuring our customer data remains clean."