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1 Microsoft Dynamics CRM 2011 Overview
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Difficult and rigid systems Adopting a CRM strategy usually requires a company to select a technology system as its customer management platform. Earlier CRM systems earned the reputation of being difficult to use and complex to install. Even worse, companies could only customize their CRM systems to their business needs if they invested large sums of money and time in consultants who could customize the software for them.
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CRM isn t a particularly new concept and it has earned somewhat of a bad reputation among businesses. These are just some of the reasons responsible for its less-than-stellar track record over the years. What would happen if a company could successfully implement a CRM strategy and software What types of benefits would the company receive
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CRM could track customer interests and purchase history over time, and then proactively generate new marketing initiatives for customers based on their unique histories. CRM could log a history of a customer s service requests so that a service technician could easily view all of those requests when the customer calls with a new issue. Reviewing a customer s service history might help the technician resolve the customer s new issue much faster. A manager could view all of the interactions with a customer across sales, marketing, customer service, and other functions. People typically refer to this cross-functional history as a 360-degree view of the customer. Marketing managers could analyze and report on the effectiveness of their marketing lists and campaigns to determine how they should reallocate future marketing investments. An analyst could use business intelligence tools to segment customers and prospects to identify trends and create predictive models for sales and customer service planning.
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This list doesn t include all of the benefits of CRM, but it s clear that a successful CRM implementation can provide many short- and long-term benefits for any business.
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Introducing Microsoft Dynamics CRM
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Microsoft saw the need for a better CRM software platform and created a solution called Microsoft Dynamics CRM. Microsoft designed this software for companies of all sizes to use as their technology platform for implementing CRM strategies. The first version of the software was released in late 2002 and Microsoft has since continued to update the software with new releases and features. This book covers the latest release of the software, Microsoft Dynamics CRM 2011, in addition to Microsoft s hosted offering named Microsoft Dynamics
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Part I Overview and Configuration
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CRM Online (available at http://crm.dynamics.com). This chapter gives you a brief overview of the Microsoft Dynamics CRM software to explain how it helps companies implement CRM strategies. We discuss the following topics:
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Distinguishing Qualities of Microsoft Dynamics CRM Licensing Connector for Microsoft Dynamics CRM System Requirements
After we cover Microsoft Dynamics CRM from a high-level perspective, the subsequent chapters explain how you can configure, customize, and extend the software to meet your company s unique business needs. More Info This book explains how to configure and customize the Microsoft Dynamics
CRM software, but we do not instruct you on CRM strategies because they can vary widely by industry and company size. If you re interested in learning more about the philosophies and methodologies behind CRM, we suggest that you read one of the many books that discuss these topics in a non-software-specific manner. We wrote this book for people who are responsible for managing and deploying Microsoft Dynamics CRM.
Distinguishing Qualities of Microsoft Dynamics CRM
Customers investing in CRM software have plenty of vendors from which to choose. The latest Forrester Wave report on CRM included evaluations of more than 20 different CRM solutions. Most of these solutions offer similar core functionality around sales, marketing, and customer service. So what makes Microsoft Dynamics CRM unique Let s review some of the key points of difference of Microsoft Dynamics CRM compared to other CRM products. Unlike other solutions, Microsoft Dynamics CRM:
Provides customers a choice of deployment options (on-premises, Microsoft-hosted or partner-hosted). Offers a better end-user experience through tight integration with Microsoft Office products. Uses existing investment in Microsoft cloud and platform technologies. Includes a highly configurable and extensible development framework. Offers simple and straightforward licensing and pricing. Lets your .NET developers use their existing development tools and languages.
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