The Challenge
Medline – a global medical-surgical manufacturer, supply chain provider, and clinical solutions
partner – was looking to boost revenue growth and improve the return on investment (ROI) of its marketing efforts. It realized that integrating AI and other advanced customer profiling technologies into its marketing processes could help target customers better and offer personalized services that can lead to a revenue uptick.
Medline operated its marketing functions via Click (erstwhile ClickDimensions), a legacy CRM system it used for more than five years. Click was heavily customized and manually operated, and it also could not support integration with advanced segmentation capabilities offered by AI marketing solutions. Against dwindling ROI from marketing efforts, Click’s high licensing costs were becoming untenable for business.
Medline wanted to migrate its marketing processes from Click to Microsoft Dynamics Customer Insights – a modernized CRM platform with embedded AI-led segmentation, outreach capabilities, and visualization for added visibility into marketing ROI. However, migration cost was a major deterrent, followed closely by the effort to rationalize undocumented customizations implemented over time.
It turned to Persistent to steer the Click-to-Dynamics Customer Insight migration – expecting an assured ROI within the first year.
The Solution
Persistent implemented its SwiftShift solution, a GenAI-powered CRM migration accelerator, to assist Medline in achieving its migration objectives. Using GenAI, we automated the discovery of Click object models and data, successfully migrating those objects within a week.
Leveraging Azure OpenAI, we mapped the Click object model with the Dynamics Customer Insights entity model, optimizing objects and attributes that helped the team migrate only business-critical functionalities. We also ensured the migrated data was high quality and cleansed, reducing complexity and ensuring smoother operations in the new CRM environment.
We developed marketing dashboards to enhance visibility into Medline’s marketing processes, enabling senior leadership to strategize for maximum impact.
The Benefits
Persistent SwiftShift ensured:
- Faster migration timeline
- Significantly reduced migration cost, exceeding Medline’s expectation
- Optimized CRM operational cost
- A successfully automated CRM deployment by using the CI/CD pipeline
