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Microsoft Dynamics CRM

Dynamics 365 functionality now includes Microsoft Dynamics CRM

How can organisations benefit from a business management solution such as Microsoft Dynamics CRM (customer relationship management)? 

In today’s competitive marketplace, no matter what sector you operate in or the size of your business, it is imperative you place your customer at the heart of your business.

What is CRM?

In order to deliver an excellent customer experience, organisations must have processes in place to capture and respond to customer information and interactions, throughout sales, marketing and customer service efforts.

By using a customer relationship management application such as Microsoft Dynamics CRM, it helps organisations better understand their customers so that they can anticipate needs and shape personalised offerings. By having a single customer view, organisations can collaborate, share customer knowledge and maximise sales, marketing and service efficiencies.

CRM also helps you manage not just customers but partners, members, patients, sub-contractors, recruitment, projects and service contracts.

Having a centralised customer relationship management strategy means that your CRM technology can benefit multiple teams as well as your customer:

Increased sales productivity

  • Sales qualification is simplified & understood
  • Sales cycles are decreased, less time & resources are required
  • Sales success is improved
  • Win rates % are increased
  • Customers feel more valued
  • Customer understanding improved, leaving those customers better informed

Impactful marketing communications

  • Planning and execution of marketing campaigns becomes easier
  • The marketing mix becomes enhanced & defined
  • Customer loyalty is increased through tailored communications
  • Automated Business performance monitoring increased in accuracy

Improved Customer Experience

  • Get to your customers issues quicker, offering your customers a resolution of customer issues
  • 24×7 customer self-service via Knowledge Base portals
  • Multi-channel service via Social Engagement

Major functionalities within Microsoft Dynamics 365 incorporating Microsoft Dynamics CRM...


Dynamics App for Outlook: This app makes it easy to track incoming or outgoing email and preview relevant CRM information right in your Inbox. Add contacts or create new CRM records to track email. Dynamics  App for Outlook works with Microsoft Outlook on the web (included in Office 365), Outlook for the desktop, or Outlook for Mac. It also works with phones and tablets.

Excel integration: View sales data in familiar Excel templates, perform what-if analysis, and upload the changes, all from CRM. Export and analyse data in Excel from your mobile device with added support for the CRM mobile apps (tablets and phones).

Document generation: Building personalised sales documents based on CRM data just got easier with document generation. With one click you can easily generate a document from CRM using predefined Word and Excel templates.

OneDrive for Business: Use the right storage option for the right situation. For example, store your private documents using the new OneDrive for Business option. For collaborative storage, use Office 365 Groups, and to share documents with a larger team or the whole company, use SharePoint.


Office Delve  Get content that's most relevant to what you're working on and what's trending around you. Add Delve to your dashboards to automatically search through documents and find that one document that helps you close a sale.

Cortana integration Takes integration to the next level, by embedding sales activities, accounts, and opportunities, to surface what's most relevant to salespeople at any time. 

Task flows Bring data from multiple entities together into a single user experience. For example, when you want to reach out to a contact on a deal, all relevant data is brought together in a coherent fashion so that you don't have to visit all the associated records (opportunities, contacts, and accounts).

Document management: View documents in the context of opportunities, cases, or any other entity, right in the CRM mobile apps. Seamlessly open various Office documents stored in SharePoint or OneDrive for Business from within the CRM mobile apps (tablets and phones).

Modern mobile friendly experience: Microsoft have added a variety of modern user interface (UI) controls, such as slider and calendar controls, for mobile apps. These new UI controls work across all mobile clients (tablets and phones) providing an engaging and immersive mobile experience.

Preview forms: With the mobile form previewer, see your mobile forms before deploying to CRM mobile apps (tablets and phones). Configure once and deploy everywhere.

Mobile Management: Manage just about any device with Microsoft Intune, which provides mobile device management, mobile application management, and PC management capabilities from the cloud.

App-to-app deep linking: Other mobile apps (such as email or your custom web-based app) can now link directly to a record, view, or dashboard in CRM mobile apps. 

Interactive service hub: Dashboards and forms have been completely redesigned for the interactive service hub. Visual filtering and applied filtering in the dashboards will help you prioritise your workloads and complete your most urgent tasks. The interactive service hub comes with a multi-stream dashboard for use by, for example, Tier 1 agents, and a single-stream dashboard for use by, for example, Tier 2 agents.

Knowledge management: With the interactive service hub, you can also turn customer feedback and issues into knowledge articles. Use the rich text editor to create and manage articles that include embedded videos and images.

Field services: With field services, you can more effectively manage distributed services where technicians and mobile resources are on the road delivering service and support for your customers.

Survey designer: The Voice of the Customer survey designer lets you create and send out questionnaires to collect feedback from customers about your products or services. Customers can take a survey on a phone, tablet, or computer. When a customer completes a survey, you can use rules to trigger immediate follow-up actions.

Unified Service Desk 2.0: Experience an improved setup that includes prerequisite installation, an updated wizard, and unattended support. Unified Service Desk includes centralised auditing and diagnostics management, as well as the ability to distribute custom controls by using customisation files.

Service intelligence: An interactive Power BI dashboard provides Customer Service Managers (CSMs) with an aggregate view of customer service performance. 

Microsoft Social Engagement provides social listening tools allowing you to evaluate, and drive engagement from within Microsoft Dynamics solutions.  

With the rise of the mobile consumer and the use of social media as a communication tool; today’s business world involves multi-channel marketing, sales and customer service provision.

In a socially connected world, engagement with your customers can happen anywhere or anytime.

Powerful social engagement tools implement social listening to allow you to identify brand advocates and industry influencers, and analyse how your brand is being perceived with sentiment analysis and social analytics. Microsoft Social Engagement provides social listening tools allowing you to evaluate, and drive engagement from within Microsoft Dynamics business management software.

There are many functions who benefit from using Microsoft Social Engagement, here is just a selection:

  • If you are in Sales, you may want to keep track of your key accounts and competitors.
  • If you are in Marketing, you may want to track your brand, see who your key influencers are, or monitor the social impact of a particular campaign.
  • If you are in Service, keeping customers happy is important. You can listen for when customers are unhappy on social channels and be proactive about responding.

Social listening and social analytics: In addition to Twitter, Facebook, blogs (such as WordPress and Tumblr), videos (such as YouTube) and news, you'll be able to add custom sources via RSS, including internal non-public sources.

Intelligent social: To increase team efficiency for sales and service organisations, Social Engagement will automatically detect potential leads versus cases. This can help to increase sales performance through suggestions on leads coming in from social channels as well as help to increase team efficiency for service organisations by identifying potential cases coming in through social channels. Through adaptive sentiment, Social Engagement will learn from curations of sentiment values to create domain-specific models.

Group collaboration: Define and set up groups to provide a more streamlined cross-group collaboration experience similar to Office 365.

Social centre: Publish tweets and Facebook posts from within a social centre, including rich multimedia content. Author lookup provides additional information regarding the post author, including the number of followers and followings.

Sentiment and localisation languages:  English, French, German, Italian, Portuguese and Spanish,  Danish, Dutch, Finnish, Greek, Norwegian, Polish, Russian, Swedish, and Turkish.

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