Case Studies

Upgraded CRM System with Power BI Integration

Posted in Business Intelligence, CRM, Digital Workplace Solutions


DMC implemented a series of enhancements to improve the Dynamics CRM system of a major toll operator to reduce strain on their back end system and improve the user experience for customers, as well as the capabilities of Customer Service representatives. In addition, DMC integrated Power BI into their system to automatically build reports on web traffic, customer activity, and more.



Our client, a major toll road operator, attended one of DMC’s Dashboard in a Day workshops prior to choosing to hire DMC for this major system improvement initiative. DMC’s Digital Workplace Solutions (DWS) team, in partnership with Microsoft, has hosted more than a dozen of these events. The workshop’s goal is to help business users and IT professionals understand the capabilities of Power BI and teach them how to effectively analyze their company data.

This client was so impressed by our Power Platform expertise and DWS experience that they contacted us to update their existing customer relationship management (CRM) system.

Relieving CRM Strain

The client's CRM system consisted of two parts: a front end for customers and a back end comprised of features reserved for use by Customer Service Representatives, as well as multiple interfaces with other key business systems. The front end is customer-facing with a large volume of online visitors making payments on tolls, submitting forms, etc. Customer service representatives use the back end of the CRM system to manage these accounts and provide customer support.

Our client found that the back end side of their CRM system was experiencing too much strain, which was largely due to the limited abilities of the customers on the front end. For example, if a customer was not able to complete certain payments without a representative’s intervention, then the payment would have to be processed by representatives. The improvements resulted in a significant reduction in the number of interventions that Customer Service Representatives had to execute.

As a solution, DMC customized their CRM system to expand the capabilities of customers. For many of the processes that required assistance, the customer could now perform themselves. Customers now had access to necessary information and actions, while sensitive data was kept secure on the back end.

Improving the Interface

With the expanded capabilities of customers, DMC needed to make sure that the front-end interface of their CRM system was easily navigable. DMC redesigned the customer-facing interface to be more intuitive. The user now has a friendlier, streamlined experience while still being able to perform their expanded abilities.

Increasing Efficiency

In addition to the many improvements on the front end, DMC addressed the inefficiencies on the back end such as unnecessary complexity. For example, if a representative wanted to take an order from a customer over the phone, it was a very long and complicated process for the representative involving many steps of manually inputting information. As a solution, DMC built a button on the back end that automatically performed many of these steps. The representative no longer has to perform these monotonous, repetitive tasks and the process is overall much more efficient.

Creating Custom Reports

DMC doesn’t just create solutions for today, we create solutions for the future. To help our client monitor and analyze their huge volume of data, DMC created CRM-integrated Power BI reports. Utilizing Power BI, the client can build reports of key metrics, such as toll activity and website traffic, using real-time data. These reports provide powerful insight into their CRM system and can help our client make informed decisions for the future.

Learn about DMC's approach to business intelligence, read more about DMC’s CRM services, and contact us today to get started on your next project.


Customer Benefits

  • Performance improvements
  • Improved UI
  • Expanded capabilities of front-end users
  • Reduced process complexity on back end
  • Power BI report integration
  • Reports to surface information and insights