Dynamics 365 CRM Integration for UAE Telecoms
Connecting a major UAE telecom's legacy billing, field service, and customer systems to Dynamics 365 — real-time customer 360 view, automated service workflows, and Arabic-language customer portal.
The Challenge
The Challenge: Fragmented Customer Data Across 12 Legacy Systems
The client — one of the UAE's leading telecommunications providers — operated customer data across 12 separate systems: a legacy billing platform, a field service system, three separate customer portal applications (mobile, web, and in-store), a separate HR system, an ERP for inventory, and multiple regional databases inherited from acquisitions. Customer service agents needed to toggle between 4–5 systems to answer a single customer query. Field service technicians had no real-time access to customer history. Customer-facing portals showed inconsistent account information depending on which backend the portal happened to query. Sales teams had no unified view of corporate account activity. The client wanted Dynamics 365 CE as the unified customer engagement platform, but connecting it to the legacy landscape without disrupting ongoing operations was the core challenge.
The Solution
Solution: Azure Integration Platform with Real-Time Customer 360
Built an Azure integration platform connecting all 12 legacy systems to Dynamics 365 CE — providing a real-time customer 360 view, automated service workflows, and a unified Arabic-language customer portal.
Azure Integration Platform
Designed an event-driven integration platform using Azure Service Bus as the message backbone, Azure Functions for event processing, and Azure API Management as the unified API gateway. Each legacy system publishes events (customer updates, billing events, service request status changes) to Service Bus topics. Subscribers — Dynamics 365 CE, the customer portal, and analytics — receive events in real time. The platform processes over 200,000 events daily across all 12 source systems.
Dynamics 365 Customer Data Model
Designed the Dynamics 365 data model to represent the unified customer view — with custom entities for telecom-specific concepts (SIM cards, plans, roaming agreements, service tickets) that had no standard D365 equivalent. Built custom plugins and Power Automate flows for complex business logic. Implemented role-based security ensuring agents only see customer data relevant to their business unit.
Arabic-Language Customer Portal
Built a new customer self-service portal (Angular 17) with full Arabic and English language support — RTL layout, Arabic date/number formatting, Arabic name fields. The portal connects to the unified D365 data model via Azure API Management, providing customers a consistent view regardless of which underlying system holds their data. SSO integration with UAE Pass (the national digital identity platform) for UAE national customers.
Technology Stack
Tools & Technologies Used
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