End to end data migration project for business analysts

End to End Data Migration Project for

Business Analysts

Diwakar Singh

Project Name: Customer Data Migration from

Legacy CRM to Salesforce CRM

Objective:

To migrate customer data from a legacy CRM system

to Salesforce CRM, ensuring data integrity, accuracy, and minimal disruption to business operations

Project Justification:

The legacy CRM system was outdated and lacked

integration capabilities with modern tools, leading to inefficiencies and high maintenance costs Moving to Salesforce CRM aimed to streamline customer

management processes, improve data accessibility, and enable advanced analytics

Business Problem:

The current legacy CRM system was unable to support the company’s growth, resulting in challenges like:

• Difficulty in integrating with new tools

• Manual data entry errors and inconsistent data formats

• Inefficient reporting and analysis due to

fragmented data

AS-IS State:

• The legacy CRM contained customer records,

sales history, and interaction logs

• Data was stored in multiple tables with

inconsistent formats (e.g., different date formats, address structures)

• Sales and customer support teams used separate tools, leading to data silos

TO-BE State:

• A unified Salesforce CRM system with all

historical customer records

• Cleaned, standardized, and validated data to

enable accurate reporting

• Improved data access for sales and customer

support teams through a centralized platform

Stakeholders:

• Project Sponsor: VP of Sales

• Business Owner: Head of Customer Success

• Technical Team: Data Architects, ETL

Developers, Database Administrators

• End Users: Sales Team, Customer Support Team,

Marketing Team

• Compliance Team: Ensures data privacy

regulations are met

• Third-party Vendor: Salesforce Consultants

RACI Matrix:

le

Account able

Consulte

d

Infor med

Requireme

nts

Gathering

Business Analyst

Head of Custom

er Success

Sales Team, Marketing Team

Proje

ct Sponsor

Data

Mapping

Business Analyst, Data Architect

Data Architec

t

ETL Developer

s

Technical Team

Data

Cleaning &

Validation

Data Architect, ETL

Developers

Databas

e Administrators

Business Analyst

Complian

ce Team

Data

Migration

Execution

ETL Developers

Data Architec

t

Business Analyst

All Stakeholde

Project Sponsor

Sales Team, Customer Support

All Stakeholde

o The new CRM should contain all historical

customer data from the last 5 years

o Data validation rules should ensure no

duplicates in the Salesforce CRM

o The migrated data should support

Salesforce's reporting capabilities

o Create validation scripts to check for data

consistency during migration

• Non-Functional Requirements:

o Data migration should be completed within a 6-hour window during the weekend to

minimize business disruption

o Ensure compliance with GDPR for European customer data

• API & Integration Requirements:

o Develop ETL (Extract, Transform, Load)

scripts for migrating data

o Integrate Salesforce CRM with existing

systems like the marketing automation tool

• Database & Transition Requirements:

o Backup legacy CRM data before migration

o Create staging tables for data validation and error correction

o Transition plan to move users to Salesforce CRM post-migration

Data Dictionary:

Field

Name

Legacy System Field

Salesfor

ce Field

Transformatio

n Rule

Convert to YYYY-MM-DD Email_A

ddress Email Email

Lowercase format

on

Date format conversion

Risks:

• Data Loss: Potential loss of data during migration

due to format mismatches

perform data reconciliation post-migration

• Data Privacy Breach: Risk of exposing sensitive

customer data during migration

transit and ensure access control

• Downtime Impact: Potential system downtime

during migration affecting sales operations

o Mitigation: Schedule migration during

off-peak hours and communicate downtime to stakeholders

Dependencies:

• Availability of legacy CRM database for mapping

• Readiness of Salesforce CRM environment for

compatible data types

• Data duplication due to inconsistent customer records

logic during data cleaning

Constraints:

• The migration must be completed within the

planned window to avoid business disruptions

• Data mapping should adhere strictly to

Salesforce’s field validation rules

Assumptions:

• The legacy CRM will remain operational during

migration for any fallback

• Users are trained on Salesforce CRM before the go-live date

Glossary:

• ETL (Extract, Transform, Load): Process of

extracting data from a source system,

transforming it as required, and loading it into a target system

• UAT (User Acceptance Testing): Testing process

where end users verify the functionality and data accuracy in the new system

Role of the Business Analyst:

1 Requirements Gathering: Conducted workshops

with stakeholders to understand data migration needs and pain points

2 Data Mapping: Collaborated with Data Architects

to define mappings between legacy and new CRM fields, ensuring all data fields were accounted for

3 Data Validation: Defined validation rules and

coordinated with the technical team to ensure

data integrity during the migration process

4 UAT Coordination: Facilitated User Acceptance

Testing to verify data accuracy post-migration,

ensuring user concerns were addressed

5 Stakeholder Communication: Maintained

regular updates with stakeholders on progress, issues, and mitigation plans to ensure

transparency

6 Post-Migration Support: Provided support during

the initial phase of Salesforce CRM usage,

gathering user feedback for further system

optimization

AS-IS STATE

Detailed AS-IS State Description

In the context of the Data Migration project from a

legacy CRM system to Salesforce CRM, the AS-IS state

is characterized by the existing processes,

functionalities, data structure, and interfaces before migration Here's a detailed breakdown:

1 Functionality:

The legacy CRM system is a custom-built platform

used primarily for managing customer relationships, sales interactions, and support requests The key

functionalities include:

• Customer Management:

o Stores detailed customer information such as name, contact details, address, and purchase history

o Manages customer segmentation for targeted marketing campaigns

o Tracks customer interactions, including

phone calls, emails, and support tickets

• Sales Tracking:

o Records opportunities, leads, and sales

activities

o Allows sales representatives to update deal stages, track lead progress, and forecast potential revenue

o Generates sales reports manually, based on predefined data queries, which are often cumbersome and slow to load

• Support Ticketing System:

o Logs support requests and assigns them to customer service representatives

o Tracks the status of tickets from creation to resolution

o Includes a basic knowledge base for

customer service agents to reference common issues

• Reporting and Analytics:

o Provides basic reports on customer

demographics, sales performance, and support request statistics

o Reports require manual data extraction,

making real-time insights challenging

o Data from different modules is often

fragmented, requiring manual reconciliation

Customer_ID, First_Name, Last_Name, Email, Phone, Address, Date_of_Birth, Join_Date, etc

Customer_ID, Product_ID, Order_Date, Total_Amount, Order_Status,

Payment_Method, etc

Ticket_ID, Customer_ID, Issue_Description, Agent_ID, Resolution_Notes, Status, and Ticket_Creation_Date

• Data Quality Issues:

o Inconsistent Data Formats: Dates are stored

in multiple formats (e.g., DD/MM/YYYY, MM/DD/YYYY), making it difficult to

standardize

the same customer due to data entry errors (e.g., different spellings of the same name)

in separate tables without proper relational links, making cross-functional analysis time-consuming

• Data Volume:

o Contains records of over 100,000 customers, including 5 years of sales history and support interactions

o The data includes large amounts of

unstructured notes entered by sales and support representatives

to a custom-built sales management module The integration allows sales reps to access customer information and update sales records Data sync occurs every night

the support ticketing system to pull customer data when creating support tickets, but often requires manual intervention due to

inconsistent data syncing

extracts data for reporting purposes into a separate reporting module This process is time-consuming, involving CSV exports and manual data manipulation

• External Interfaces:

o Email Marketing Tool Integration: The CRM

is integrated with a third-party email marketing tool through a custom API

Customer data is exported to this tool for email campaigns, but syncing is inconsistent due to API limitations

connects with a payment gateway to verify transactions and update payment statuses This is done through a nightly batch job that uploads transaction data

an on-premises server every week, leading to delays in data recovery and difficulties in

maintaining data integrity

• User Access Interfaces:

support staff access the CRM through a based interface, which is outdated and lacks

web-a modern user experience The UI is not mobile-friendly, limiting its accessibility for field sales agents

o Manual Data Import/Export Interface: Users

manually upload or export data in CSV format for analysis, which is error-prone and time-consuming

Challenges with the AS-IS State:

• Data Fragmentation: Due to separate modules

for sales and support, data is not seamlessly

integrated, leading to difficulties in generating a unified view of customer interactions

• Outdated Technology: The legacy CRM is built on

an outdated tech stack, making it challenging to add new functionalities or integrate modern tools without significant development effort

• Manual Processes: Several data extraction and

analysis processes are manual, requiring

significant time from sales and support teams to prepare reports or migrate data

• Limited Scalability: The system is not scalable to

support the growing volume of customer data,

leading to performance issues during peak times

TO-BE STATE

Detailed TO-BE State Description

The TO-BE state describes the future state of the

customer management process after migrating from the legacy CRM to Salesforce CRM It outlines the

expected improvements in functionality, data

structure, interfaces, and overall system performance that will drive business efficiency and growth

1 Functionality:

The Salesforce CRM system will provide a modern, integrated platform for managing customer

relationships, sales interactions, and support

requests The key functionalities include:

• Customer Management:

will store comprehensive customer profiles, including personal information,

communication history, purchase history, and support interactions, all in one place

teams to access a complete view of each customer, including recent activities,

purchase behavior, and past interactions

This helps in delivering personalized services

processes such as email reminders, ups, and customer satisfaction surveys using Salesforce's workflow automation feature

follow-• Sales Management:

enable the tracking of sales opportunities from lead generation to deal closure, with real-time updates on the status of each deal

Automatically score leads based on predefined criteria and assign them to sales representatives based on territory or

expertise

forecasting capabilities, allowing the sales team to analyze pipeline health and predict revenue more accurately

• Support Management:

o Case Management: Automatically create

support cases from customer interactions via email, phone, or web Assign cases to the

right agents based on predefined rules

agents with access to a centralized knowledge base to resolve customer queries quickly

Monitor and track the time taken to resolve support tickets to ensure compliance with SLAs

• Reporting and Analytics:

capabilities will enable the creation of time dashboards to monitor sales

real-performance, customer service efficiency, and marketing campaign success

custom reports and schedule them for automatic delivery to stakeholders

o Integration with Tableau: Allows deeper data

analysis and visualization for strategic decision-making

migrated into standardized fields such as Account ID, Name, Email, Phone, Address, Customer Type, and Segment Salesforce’s data model allows for creating custom fields

to accommodate any unique data from the legacy system

activities will be organized into objects like Opportunity, Lead, Activity, and Product Data will be structured to enable detailed tracking

of sales stages and revenue forecasts

o Support Data: Data related to cases will be

structured into Case, Contact, and Service Contract objects Each support interaction will be linked directly to customer records for better visibility

• Data Quality Improvements:

validation rules will ensure that records meet specific quality criteria (e.g., valid email

addresses, mandatory fields)

Implemented data cleaning processes during migration will eliminate duplicates and

ensure consistent data formats

a consistent format (e.g., YYYY-MM-DD), and address fields will be standardized to match regional formats

• Data Security and Privacy:

will be governed by role-based access

control, ensuring that only authorized users can view or edit specific data

encryption features will ensure that sensitive customer data is encrypted at rest and in transit

Configured data retention and deletion policies to comply with privacy regulations

3 Interfaces:

The TO-BE state includes modernized interfaces for seamless integration and user interaction:

• Internal Interfaces:

Automation Tools: Integrate with tools like

Pardot or HubSpot for automated marketing campaigns and real-time lead generation

will be integrated with the company's ERP system to ensure that customer data and sales transactions are automatically

synchronized, enabling better inventory and order management

integrate with Tableau for advanced data visualization, enabling stakeholders to create detailed dashboards and reports

• External Interfaces:

provide APIs for real-time data sharing with third-party applications such as payment gateways and email marketing tools, enabling seamless data flow between systems

verification of payments through Salesforce’s payment gateway integrations, allowing

immediate updates on transaction status within the CRM

where customers can view their order history, track support tickets, and update their

profiles directly, with real-time data synchronization to Salesforce

• User Access Interfaces:

Lightning Experience will offer a user-friendly interface that is mobile-responsive, enabling access from desktops, tablets, and

smartphones

allow sales representatives to update opportunities and access customer information on the go, enhancing productivity for field sales agents

personalize their dashboards to monitor KPIs relevant to their roles, such as sales pipeline health for sales reps or ticket resolution times for support agents

4 Expectations from Salesforce CRM:

Salesforce CRM is expected to address the challenges

of the legacy CRM system while providing additional capabilities:

• Improved Data Accessibility: Salesforce is

expected to centralize all customer data, making

it easily accessible to sales, support, and

marketing teams The 360-degree view of

customer interactions will enable better customer engagement

• Enhanced Automation: Automating lead

assignments, follow-ups, and support ticket

routing will reduce manual effort and speed up response times Salesforce's built-in automation tools like Flow and Process Builder will enable

this

• Scalability and Flexibility: The cloud-based

nature of Salesforce allows it to scale with the

company’s growth, making it possible to add new users, features, and integrations without the

constraints of on-premises systems

• Real-Time Insights: Salesforce’s reporting and

dashboard capabilities will provide real-time

insights into key metrics, improving

decision-making for sales strategies and customer service improvements

• Seamless Integration: Through APIs and

connectors, Salesforce will integrate with existing tools and databases, eliminating the need for

manual data transfer and ensuring that all

systems remain synchronized

• User Training and Adoption: Salesforce offers a

user-friendly interface that is easier for new users

to adopt, reducing the training time and improving overall productivity Additionally, Trailhead and other training resources will be used for

onboarding

Challenges Addressed by the TO-BE State:

• Data Silos: Salesforce will eliminate data silos by

offering a centralized platform that integrates all sales, support, and customer data

• Manual Data Handling: Automation of workflows

will significantly reduce manual data handling, minimizing errors and freeing up time for value-added activities

• Reporting Efficiency: Real-time data access and

advanced analytics capabilities will enable quick

generation of insights, improving responsiveness

to market changes

• Customer Experience: The unified view of

customer data will enable more personalized

interactions, improving customer satisfaction and retention rates

GAP ANALYSIS

Gap Identif ied

Steps to Cover the Gap

of interaction

s and history

Inconsiste

nt data across systems, lack of a single view

of customers, and

duplicate records

- Data cleanin

g and de-duplication during migrati

on

- Data validati

on rules in Salesforce to ensure consistency

scoring, assignment, and real-time

updates on sales

stages in Salesforce

Manual processes slow down sales

tracking and affect the

accuracy

of forecasts

- Configur

e automat

ed workflow

s for lead scoring and assignment

- Set up real-time sales dashboards in Salesfor

creation and assignment

Slow ticket resolutio

n due to

- Impleme

nt automat

manual processe

s and lack of SLA monitorin

g

ed case routing and SLA tracking rules in Salesforc

e

- Train support team on new case management

customizable dashboards and

integration with Tableau

Lack of real-time data

access and detailed insights, resulting in delayed

- Design custom dashboards in Salesfor

ce

- Integrate Tableau

real-time

insights

for advanced analytics

making

decision-with Salesfor

ce for advance

d data visualization

structure in Salesforce, with data validation rules to maintain quality

Data inconsisten

cy and duplicates reduce the effectivene

ss of data analysis

- Define data transformation rules during migrati

on

- Implement

data validati

on scripts

in Salesforce

compliance to GDPR and

CCPA

Data access is not fully controlle

d, and security measures are

outdated

- Define user roles and permissions in Salesfor

ce

- Implement

encrypti

on for sensitiv

e data during migratio

n

external systems (e.g., ERP, email

marketing)

Inconsiste

nt data sync due

to outdated APIs,

leading to delays in updates across systems

- Develop and

configure API

integratio

ns between Salesforc

e and third-party systems

- Test integratio

ns thoroughl

Limited accessibilit

y for field agents and

a steep

- Provide training

on Salesforc

e

learning curve for the current CRM

interface

Lightning Experien

ce and mobile app usage

- Customiz

e the UI

to improve usability

System limitations restrict the company’s ability to add new users and handle large data

volumes

- Migrate data to a scalable cloud environment

- Plan for capacity management