Dynamics CRM, which started out as a way to maintain and monitor customer relationships, has evolved into a versatile platform that enables virtually limitless customization to link all of your data sources into one central location.
CRM solutions like Microsoft Dynamics CRM have the capabilities and tools your company needs to:
- Integrate disparate systems
- Enable communication and information-sharing between departments
- Have a central location for business-sensitive information
- Connect sales and marketing efforts
- Increase productivity through automation
- Become an all-in-one data source for every department
- Provide analytics and valuable data
It can manage employees, processes, partners, assets, suppliers, and just about anything else a company wants to keep track of in a database.
It’s kind of like Play-Doh because of its flexibility to meet practically every business need. A company’s e-mail, marketing, processes, partners, assets, suppliers, and general workflow are integrated into one easy-to-use XRM solution.
When Microsoft officially launched their Dynamics 365 commercial offering last year, it marked the end of the Dynamics CRM brand, at least officially. The Dynamics 365 bundle is bringing CRM together with applications for key business processes and productivity. Not only will 365 offer a full-scope visual aid for customer relationship monitoring, but it will also cover a wide range of valuable tools for overall business tactics and workflows. So is it out with Dynamics CRM and in with Dynamics 365.
The word “CRM” had become a big part of the identity for the ecosystem surrounding the software product.
Yet, there are fair arguments for why “CRM” gradually became a bit of a liability for the rapidly expanding cloud business applications platform that now reaches far beyond the familiar CRM grounds. This rebranding covered not only CRM but also the ERP side of the house. And not just one, but two ERPs: AX and NAV.
Even though the names are similar (“Microsoft Dynamics 365, Business edition” and “Microsoft Dynamics 365, Enterprise edition), these two editions are in fact two separate application platforms. The same strategy was used with Office 365 and since it worked so well, they are using it again this time.
The New World: Everything Is an APP
In this new world, we now have the concept of an “app.” You could, for example, license just “Dynamics 365 for Sales, Enterprise edition” if you don’t want to manage cases, or “Dynamics 365 for Customer Service, Enterprise Edition” if leads and opportunities are not on your radar
In an XRM approach, when one creates custom entities, they do not exist inside the walls of “Sales” or “Customer Service” specifically. They’re in “CRM,” just like 90% of the platform functionality exists across all the apps.
Using the generic Dynamics 365 name can become confusing because you can’t assume any text containing it to be about the ex-CRM part of it. It might be true, as well, for ex-AX or ex-NAV.
As long as you are familiar with working with any of the three platforms, you’ll probably be able to identify what the text you’re reading refers to after a while.
But the word “CRM” will be around for a while, even though we may gradually need to shift towards using a slightly different vocabulary when talking about the business application platforms that we work with. Long live Dynamics CRM!