Data & decisions

Know who is behind the record.

The same customer can appear differently in CRM, commerce and service systems. Nemely helps you connect those identities and the relevant history, with clear rules for matching, ownership and access.

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Dynamics 365 Customer Insights – DataCustomer identityConnected customer history

A few organizations we've worked with

Build the connection before the customer view.

A useful Customer 360 starts with knowing which records belong together, which source to trust and what each team needs to see.

Inside Customer Insights – Data

Two records. One person—or two?

Matching rules connect customer records across tables in Customer Insights – Data. This example shows the fields and precision used to define a condition. We work with your data owners to test which identifiers provide reliable matches and where ambiguity needs attention.

Microsoft documentation example: the Customer Insights – Data matching-rule editor. The fields and precision must be configured and validated for your own source data.

Source: Microsoft Learn

The customer’s context

A customer has a history, not just a profile.

An account owner may need the organisation structure. A service team may need the relevant contract or interaction history. We identify those use cases, distinguish customer identity from repeating activities and design how the needed context reaches the right workspace.

Keep the origin and freshness of information understandable.
Retain the links needed to trace back to the source record.
Expose only the context that supports the person’s task.

Connect the customer systems

Rules people can manage

Decide who can resolve a conflict.

When sources disagree about a name, address or relationship, a rule needs a business owner. We help your teams agree the preferred source, review disputed examples and define how corrections reach the systems that should maintain them.

Review customer-data ownership

How Nemely helps

Prove the identity on real examples.

We start with a manageable source set and the people who know its customer records. That makes it possible to judge whether the rules produce a useful picture.

Data & Solution Audit System Integration Training and Workshops

Define the customer boundary

Agree whether the use case concerns people, organisations or their relationships, and which teams will consume the result.

Test the unification rules

Profile source identifiers, configure deduplication and matching, and review representative matches and exceptions with data owners.

Connect the agreed context

Map the relevant history, determine access and refresh needs, then validate the customer view in a real operational task.

Planning notes

Customer 360 design decisions

An identity foundation, then activation

This page covers identity, relationships and operational context. When that foundation is ready, customer measures, segments and journey activation can be designed for a commercial purpose; those are covered in our Customer Data and Insights solution.

Changes after a new unification run

New source data or matching rules can merge or split unified profiles. We plan how downstream references are maintained and test change scenarios, rather than assuming a customer identifier can never change.

FAQs

Your questions, answered.

Is Customer 360 just another CRM system?

It describes a connected view of customer identity and context. Your CRM remains a working system for its users; the Customer 360 design determines which information should be connected and where it is most useful.

Can Customer Insights – Data automatically fix our source records?

A unified profile should not be treated as a general source-system correction mechanism. We separately design ownership and any approved update process for the records maintained in the original systems.

Should we include every customer-related table in matching?

No. Profile information and activity records serve different purposes. For example, a customer may have many purchases; the purchase history should be related to the customer rather than treated as a separate identity for every transaction.

What affects the scope and timing of a Customer 360 project?

The number and quality of source systems, identity-matching rules, refresh needs and access requirements shape the work. We begin with a defined customer use case and agree the source owners, validation approach and places where the connected view will be used. Licensing and integration effort are confirmed for that scope.

How do we check that customer profiles have been matched correctly?

Use a representative sample that includes duplicate records, shared contact details and customers with incomplete information. Business owners should review uncertain matches and important exceptions. Agree acceptance criteria and a way to investigate errors before people rely on the combined view.

Explore the Microsoft capabilities

Build for today. Keep a view of what comes next.

Microsoft is moving Dynamics 365, Power Platform and Dataverse updates to the AI at Work roadmap from September 2026. We use the current feature status when planning your solution, and evaluate previews separately before proposing them for production.

Explore Microsoft’s roadmap approach

Capabilities reviewed 8 September 2026. Licensing, configuration, language and regional availability vary by feature.