Trillium for Dynamics CRM promises to help organizations analyze, validate, correct and enhance existing customer data, as well as data imported from marketing activities or third party providers. Trillium specializes in data quality products.
The new product lets Dynamics CRM users verify and validate e-mail records, verify addresses, link contacts and accounts, update leads and contacts, and enrich their data with third-party information.
The new release introduces a new architecture for batch data cleansing operations, together with multi-field record matching capabilities, according to Trillium. These capabilities promise to address the requirements of both cloud deployment models as well as enterprises with large volumes of customer records.
The company said that with its data quality capabilities wedded to Microsoft Dynamics CRM, enterprise customers can:
Automatically ensure record fields are accurate, and assess inbound records for completeness, data placement, and structure against data libraries.
Verify and guarantee the accuracy of global address and location.
Enhance, enrich and append customer data as well e-mail records to help Dynamics CRM users more clearly understand customer and prospect needs.
Automatically correct data and latitude and longitude appends on the fly.
Identify and automatically merge or de-duplicate customer records to help ensure that data is more complete and accurate.
As Microsoft Dynamics CRM achieves greater penetration within larger enterprises, the capabilities in the new Trillium product can enhance customer success, according to the company.
Quality More Crucial
We asked Michele Goetz, principal analyst in enterprise architecture for Forrester, for her thoughts on Trillium’s new offering. She said it could be valuable for organizations that have dealt exclusively with standalone customer relationship management (CRM) products.
"The capabilities that many products have out of the box aren’t always robust enough to give the user a single view of customers," she said. "A data quality product offers more functionality, and it comes down to having confidence in the data residing in your CRM system."
The new offering comes along at a time when quality of customer data is growing more critical to the success and adoption of any CRM initiative, Trillium said. "High-quality data, when used effectively, can provide that elusive single view of a customer -- a fundamental element to enable companies to deliver good customer experiences and realize revenue gains from doing so," according to a Forrester Research report released last year.
Forrester’s report said that data quality is essential to that view and improving and sustaining customer data quality needs a dual approach that leverages the strengths of a CRM application along with a data quality solution. CRM environments often have fragmented or non-existent data quality management rules and standards, but a data quality solution can let organizations centrally define and manage automated data quality services.
Trillium's integration supports Dynamics CRM Online, as well as the 2013 and 2015 editions deployed on-premise.