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Parallel Systems: creating a clean foundation for CRM growth
How Axon helped Parallel Systems move away from an overly complex legacy CRM and prepare a fresh Dynamics 365 environment built around clean data, practical workflows and future renewal visibility.
Summary
Axon helped Parallel Systems move away from an overly complex legacy CRM and build a cleaner Dynamics 365 foundation using trusted customer data. The new structure improves data confidence today and creates a stronger platform for renewals, visibility and future workflow improvements.
Customer story
Parallel Systems needed a cleaner, more reliable CRM environment that reflected how the business works today. Their existing Dynamics CRM had become over-bloated and out of date, making it harder to trust customer information, manage contacts clearly and build a better view of renewals.
Rather than attempting to repair or migrate the old system, Parallel Systems chose to start again with a fresh Dynamics 365 CRM using trusted seed data already held in Excel. Axon helped shape the approach, define the first-phase scope and create a practical foundation focused on clean accounts, mapped contacts, structured products and individual customer assets.
"We have had an excellent experience working with AXON IT. From the outset, their level of service and attention to detail has been outstanding. Communication has always been prompt and clear, with fast response times, that have made a real difference to our day-to-day operations.
Their expert team consistently demonstrates professionalism, reliability, and a genuine commitment to delivering high-quality support. This has given us complete confidence in their ability to meet our needs and exceed expectations.
We would not hesitate to recommend AXON IT to others, and we look forward to continuing our successful working relationship."
Simon Wood, Managing Director, Parallel Systems
The challenge
Parallel Systems' legacy Dynamics environment no longer gave the business the clarity it needed. Historic data, unnecessary complexity and outdated records meant the CRM was no longer a dependable source of truth for customers, contacts, products or renewals.
Key operational information was also being managed across Excel, Sage and manual renewal reports. Quoting would continue in Sage, email communications would not be sent or tracked through Dynamics, and lead management was deliberately kept outside the first phase. The priority was to create a clean CRM foundation without disrupting processes that still worked well.
The solution
Axon recommended a fresh Dynamics 365 build based on Parallel Systems' current Excel seed data. This avoided carrying forward legacy issues and gave the business the opportunity to create a more accurate, controlled and scalable CRM structure from the start.
The first phase focused on the core data needed to make the CRM useful: accounts, contacts, products and assets. Account and contact information required careful mapping because both record types were held in the same source sheet. Each account would have one designated maintenance contact, with additional contacts retained where needed.
Products were structured using product names, product numbers and licence type variants. Hardware assets were treated as individual records, with each unique server ID or dongle ID linked to the relevant customer account. This created a clearer relationship between customers, products and assets inside Dynamics 365.
Renewals were identified as the strongest opportunity for future improvement. By getting the CRM data model right first, Parallel Systems now has a stronger foundation to simplify renewal tracking, reduce manual re-entry and improve visibility in a later phase.
Key outcomes
- A fresh Dynamics 365 CRM environment designed around current, usable data rather than outdated legacy records.
- A cleaner account and contact structure, with clear maintenance contact mapping for each customer.
- A defined product and asset model capable of supporting unique hardware records and licence variants.
- A practical first-phase scope that avoided unnecessary disruption to Sage quoting and existing communication processes.
- A stronger foundation for future renewal workflow improvements, pipeline tracking and customer engagement.
Why it matters
For Parallel Systems, the value of the project is not just a new CRM system. It is the ability to rebuild confidence in customer data, reduce reliance on fragmented spreadsheets and create a platform that can support better visibility as the business grows.
By taking a phased approach, Axon helped Parallel Systems avoid trying to automate too much too quickly. The result is a controlled CRM rebuild that puts data quality, usability and operational fit first - creating the right foundation before adding more advanced workflow improvements.
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