Dynamics CRM, now rebranded as Dynamics 365, really needs no introduction – it is the market leading Customer Relationship Management solution provided by Microsoft.
However, what escapes many people’s notice is that Dynamics NAV 2017 includes a fully featured CRM suite, and to make things worse, a lot of existing NAV users do not even realise they have it! The final insult is when these Dynamics NAV customers go off and buy another CRM system without giving a second thought to what they already own.
Microsoft have to take their share of responsibility for this, they have kept Dynamics NAV’s own CRM well under wraps, thus ensuring that it is their own best-kept secret. We want to unlock this secret and tell all.
Firstly, let’s explore what your traditional CRM system core functions are;
- Contact Management : Managing your customers and prospects, including their profiles and all related data in one place
- Sales Pipeline and Opportunity Handling : Full sales pipeline management, from sales cycles to quotes, to-dos, orders and reporting
- Customer Interactions : Logging of phonecalls, emails and meetings against your customer and prospect cards. These interactions can also be linked to specific quotes or opportunities etc
- Marketing Systems including Segments & Campaigns : Segment your contacts into groups relevant to a campaign you are running. For example, you might want to target all builders providers in Munster with a special promotion and analyse the effectiveness of the campaign
- Service Management : Helping your organisation respond to customers service requests, maintenance contract calls, and warranty calls. Allows you to respond, organise resources and boost customer satisfaction.
These days people still want all those old time CRM favourites, but with our evolving IT world our CRM needs have also grown.
Some of what we have added to core requirements include;
- Taking your CRM online : One of the key elements here is Social Listening, this allows you to analyse what people are saying about you on Social Media.
- Mobility : Everybody expects their CRM software to be accessible from anywhere and on any device
- Cloud : Companies are moving to the Cloud at a serious pace, they want their data stored in a highly secure environment with peace of mind guaranteed
- Dashboards : Present your sales team and management data on easy-to-read dashboards, make it flexible, and allow them to slice and dice the information to suit their personal preferences.
Guess what? Dynamics NAV 2017 includes all the above new, and old, CRM functionality out of the box. Microsoft’s black sheep of the CRM family should be brought in from the cold and appreciated for all it can offer. As a bonus, using NAV for CRM means you have all your data in one integrated system - no need to manage and support 2 separate entities.