CRM “for Dummies”: Demystifying Microsoft Dynamics 365

JOVACO Solutions implements Microsoft Dynamics 365 since its launch under the name Microsoft Dynamics CRM in 2005. But even today many people still don’t know what a CRM is. As Business Development Director at JOVACO, I wanted to take the opportunity to explain, in my own words, what a CRM is and help you better understand Dynamics 365.

So, what’s a CRM?

The term “CRM” stands for Customer Relationship Management and describes the management tool of the sales team. It’s also used as a database as it stores contacts, accounts, and notes. However, CRM solutions can do a lot more than this nowadays.

Today in 2022

As technologies evolve, so does the vision of the CRM. It’s no longer a solution exclusively used by sales reps. The CRM can now be used to standardize and centralize information within a single system that all teams within the organization can access. It can also be used as a development platform to extend the client database and obtain information increasing business intelligence regarding clients and leads.

Here are some of the main benefits of a CRM solution.

The client at the heart of your business

The vision behind Dynamics 365 is to make the client the core of the solution. As such, clients are at the heart of products, activities, and processes. Moreover, the platform can integrate departments other than sales, for example customer service and finances. These other modules offer even more visibility on the operations and activities of your organization, which means that all data is available directly from the client’s account. Users can then obtain a global view and review the purchase habits of each client, their support requests, complaints, and invoices, depending on their needs. As such, it’s no longer necessary to make 4-5 calls to obtain these details.

Optimizing the performance of your sales team

By giving your sales team a platform specifically designed to meet their needs, you give them the tools needed to accelerate the sales cycle and improve their performance. Members of the sales team can create custom lists to contact leads and dashboards to better review their tasks. They can then focus on the best ways to contact leads and win opportunities. The CRM also provides all the tools needed to work on a team strategy to meet your annual objective and lose fewer contracts to competition.

Better business decisions

The evolution of the CRM also means it can not only be used by sales, but also by management. Business intelligence and predictive analysis tools offer a better understanding of client behaviour and needs. The more information is included in the solution, the more advanced the resulting statistics will be. Management can then easily obtain and share information, and use it to put in place an efficient sales strategy. Business rules and custom automations also facilitate processes to let managers focus on priorities.

What’s the difference between the various systems on the market?

Now that organizations are seeing the benefits of a CRM, several systems are available on the market. Some are free while others are paid, so organizations of all sizes and budgets can find something for them. However, it’s important to know right off the bat what your needs are and choose a solution that will meet your long-term vision. Indeed, the implementation of a new solution and the resulting change management can be quite expensive. The CRM should be adjusted to the practices and realities of your organization and not the other way around. For more information, read our article on Free vs. Paid CRM Solutions: Which Is Better for Your Organization?

How to leverage the full potential of your CRM

While teams used to work in silos, the arrival of CRM solutions has improved opportunities for collaboration. Different departments and teams now have to work together more than ever. This is why integrating sales to operations is almost essential now. Microsoft Dynamics 365 now goes beyond sales by offering modules for marketing and customer service, as well as several integration possibilities.

This means you can connect your CRM to your Microsoft Dynamics ERP and other Microsoft solutions, for example Microsoft 365 (Office) and the Microsoft Power Platform. The flexibility and integration capabilities of CRM solutions let you add specialized products to automate your marketing activities, manage your human resources, or streamline your project management, for example. The resulting solution provides all tools required by each member of your organization to fulfill its goals.

I hope this gives you a better idea of what a CRM is and what are its main benefits. To learn more, read our articles All You Need to Know Before a First or New CRM Implementation and Implementing a CRM: A company decision. And don’t hesitate to contact me if you have any questions!

About the author

Jonathan Chatel is Director of Business Development at JOVACO Solutions since 2017. Thanks to his various professional activities, he has since deepened his knowledge of Microsoft technologies and business solutions, a world that evolves so quickly it can be hard to keep track. He is now sharing his knowledge of Microsoft products in everyday language to keep you informed about this fascinating universe.