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ValMark Securities' insurance business was handicapped by an inflexible third-party Agency Management System (AMS). Managers were forced to use a report database populated with day-old data to run the business. When customers contacted the company expecting the reps to have the most up-to-date information, the data lag sometimes frustrated customers. Also, the system was tedious to use, requiring employees to copy and paste data between systems. Managers used the Microsoft Dynamics CRM platform to develop their own AMS operational business system to run their insurance business. As a result, they quickly and economically fielded an application built upon the same platform as their existing CRM system. IT managers simplified their data architecture to deliver real-time data to users. Moreover, they achieved a productivity increase through automated workflows.
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