Microsoft Dynamics CRM 4.0
Development and Design Background
In more than 200 interviews and site visits with Microsoft customers and their customers, the Microsoft Dynamics CRM product and research planning teams found several common themes among companies that were considering customer relationship management solutions.
First, customers expressed an expectation that software must work the way the user does, and without requiring the user to learn an entirely new set of tools, it must streamline basic tasks in a noninvasive manner. Microsoft Dynamics CRM addresses this issue by making tools and applications more intuitive and easy to-use, enabling companies to increase user adoption and corporate compliance across the organization. Additionally, by simplifying complex tasks and ongoing administration, companies are able to free up IT staff and budgets for more strategic purposes, hereby improving customer service throughout the sales cycle. Moreover, because Microsoft Dynamics CRM 4.0 integrates seamlessly with key software programs such as the Microsoft Office System and Microsoft Outlook, Microsoft-centric IT organizations are able to empower their users work with the tools they already know, allowing them to take advantage of the power of a full-featured CRM system. This maximizes the business value of the CRM system and drives usability excellence.
A second theme was the need for broadened CRM applicability throughout the entire business process. Generally, CRM systems were used almost exclusively by the sales representative or the customer service agent to manage contacts and track cases. However, few organizations were able to extract additional value from the rich business data contained within. Microsoft research has uncovered great potential in increasing the role of CRM as the hub of a customer-centric ecosystem. By improving access to CRM data for use in activities outside of sales, such as marketing and product development, the entire organization can exploit the capabilities of the CRM system to create more satisfying customer experiences and develop strategies for sustained business success.
Finally, regardless of industry or business size, each customer expressed unique CRM requirements that could not be addressed by "out of the box" solutions or without undertaking expensive or difficult customization work. Microsoft Dynamics CRM 4.0 delivers vast improvements that empower users, developers, and administrators to form CRM solutions that address their specific needs, all without adding unnecessary time, effort, or cost.
Designed In Response to Customer Requests and Business Requirements
Today, customers can find a myriad of CRM solutions to fit a variety of needs-from the fully customizable self-hosted solution for the global enterprise, to the Web-hosted solution for smaller businesses dependent on outside expertise. Through its interviews, Microsoft learned that customers wanted a solution that would enable businesses of any size to realize the value of their CRM investment-without requiring users to fundamentally change the way they do their jobs. That is, they wanted a CRM system that would maintain current business processes. Rather than take on a wholesale change in operations to fit the technology, they sought a solution that would work effectively within the requirements of their established IT infrastructure. Microsoft CRM delivers on these requests while staying true to the design principles that support the Microsoft vision of customer relationship management.
Design Principles and Objective
The following are the overarching principles and design objectives used to create Microsoft Dynamics CRM.
- Works The Way You Do
- Works The Way Your Business Does
- Works The Way IT Wants It To Work
