Turn CRM Into XRM With Microsoft Dynamics 365

Ryan Plourde
| 5/23/2019
Turn CRM Into XRM With Microsoft Dynamics 365

CRM software has evolved from a variety of other business programs, such as contact management systems and sales automation systems. Yet many organizations still rely on homegrown databases, spreadsheets, or outdated and inflexible systems to track business-related information manually.

This data can be tracked and managed more efficiently with the Microsoft Dynamics 365™ CRM solution. Dynamics 365 can help users manage customer relationships; it also can provide tools to help users manage nearly any sort of data.

The Dynamics 365 CRM platform is like a big ball of clay that enables the software to be molded according to an organization’s needs. Some call this capability “XRM” or “anything relationship management.” The “X” represents the people, money, and things relevant to a business – in other words, anything.

Crowe has helped clients transform Dynamics 365 CRM into XRM systems. Four examples include:

  • A medical services company was managing customer contact information and service contracts in a database with limited access and incomplete data. Dynamics 365 enabled the company to add data from three different departments and advance to a centralized database for its customer information and contracts. By using automated workflows for generating alerts, task assignments, internal notifications, and email notices associated with upcoming contract renewals, the company has significantly reduced administrative work.

  • An insurance agency using an inflexible agency management system needed a solution better suited to its business. Dynamics 365 helped the agency organize customer information, policy and rate information, and commission schedules. Automated workflows remind employees about significant deadlines and help them manage customer engagement. Dynamics 365 also provided easier access to information for decision-making, streamlined the commission reconciliation and payment process, and enabled management to more easily assess productivity and other metrics.

  • A marketing services company was using spreadsheet software to manage customer and project data. Dynamics 365 helped the company gain real-time, consolidated views of projects as well as project milestones, tasks, and resources. With pertinent information now in one system, the sales team can more efficiently convert opportunities into projects. At project creation, well-designed templates save time and promote consistency. As a project unfolds, management can see at a glance how project budgets match up to time and resource utilization and which team members are available for tasks.

  • A chemical manufacturer wanted a better way to manage distributor data, sales data, and other information. With Dynamics 365, the organization consolidated its distributor and customer databases and gained easier access to customer sales and product information that is helpful for upselling and cross-selling. Because Dynamics 365 integrates with the organization’s ERP and order-processing systems, customer data is in one place and easily accessible.

A comprehensive XRM mindset

When silos of data reside in various files and systems, the data can be unwieldy, redundant, and expensive while posing a fair amount of risk. Gaining a comprehensive picture of the matters important to a business makes it easier to manage the business more efficiently. By changing from a CRM to an XRM mindset, organizations can better evaluate and respond to challenges and opportunities.

Visit CroweCRM.com for more information about Crowe CRM services for Microsoft Dynamics 365 software. Have a question or interested in evaluating the CRM functionality in Dynamics 365? Contact us today.

Microsoft, Microsoft Dynamics, and Microsoft Dynamics 365 are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries.

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Ryan Plourde
Office Managing Principal, Westborough, Microsoft CRM Services Leader