Microsoft Dynamics CRM


The objective of Microsoft Dynamics is the creation of unique customer service mechanisms which will help entrepreneurs achieve success on the market. The observations of Microsoft say that usually there is a gap between the marketing department and sales department, which must be overcome to provide customers with a truly personalized, comprehensive and satisfactory service. As the sales and marketing experts must now work together more closely in order to effectively build relationships with customers, Microsoft offers solutions that allow them to commonly ensure high-quality customer service. Making companies focus on what is most important allows them to achieve greater success and build better relationships with customers.

Microsoft emphasizes the dynamic cycle of work over the subsequent releases of the software, thus now there are several subsequent versions at the stage of planning and development.


Let's look at the business context. The world is changing, which affects the way companies interact with their customers. However, before the customer establishes contact with a representative of the marketing department, he has already had an average of 57% of the purchase process behind him. Marketing specialists, now more than ever, must accompany the customer at every step to make sure that, when the customer chooses to contact them, the sales and marketing department and customer himself will "be on the same wavelength". Marketing department is responsible today for the majority of the sales and service cycle more than ever before, therefore it has to establish customer relationships using new ways, new channels and personalized form of contact adapted to the context.

At the same time marketing experts are burdened with increasing responsibility for marketing ROI, however most of them are not able to monitor comprehensive campaigns and understand their impact in real time. Over 50% of marketing executives do not feel prepared for action in the new marketing environment.

Microsoft Dynamics Marketing enables marketing department employees to seamlessly move from planning to the implementation of actions using the features of Excel and Power BI to measure the effectiveness of the campaign throughout its duration in all channels, allowing you to bring to life the marketing vision of a company. Users can make direct contact with customers through all channels, organize the sales process and present the results of marketing activities in real time.

Marketing using multiple channels

Today's customers are increasingly demanding. Companies need to understand what is most important to them and help them achieve it in a rapid and consistent manner. Update 2015 of the Dynamics Marketing software supports companies in the creation of campaigns and helps to improve efficiency of the segmentation of the customer base thanks to graphical editing of e-mail messages, A/B tests, integrated offers and approval processes.

E-mail messages editor

The new editor of e-mail messages allows marketing specialists to select from initially predefined templates or create e-mails from scratch by using interactive tools such as "drag and drop" or an advanced editor for experts in the field of CSS and HTML standard.

Panel for campaign management

The panel for campaign management has been extended to complex, multi-conditional triggers allowing precise adjustment of responses to customer actions, as well as to built-in offers including many campaigns and A/B tests. A/B tests give marketing specialists confidence that their efforts will bring certain results. Users can easily configure and perform A/B tests for many different purposes simultaneously and display the results in real time via the built-in analysis.

Cooperation with the sales department

The new panel for cooperation with the sales department (Sales Collaboration Panel) allows to strengthen the synergy between marketing and sales, thus sellers have an impact on campaigns and targeting.

They can also browse through activities related to the campaigns and control communication addressed to their customers, as well as configure and receive alerts based on these interactions.


To facilitate conducting more effective sales for traders, i.e. increase their value, accelerate customer acquisition and increase profits, Microsoft introduced several important functions in the software.

Guided Sales Processes

The developed logic of branching leads traders through the sales process in a way that ensures the achievement of the expected results, but the automation of business processes and enforcement of the business rules, regardless of the tools being used, helps to increase their influence.

In the new version of the system the flow of business processes introduced in Microsoft Dynamics CRM 2013 was additionally improved - the branching mechanisms that enable organizations to implement complex business processes were made available here. The choice of "branches" takes place automatically in real time, based on rules determined in the course of defining the process. In case of selling products or services, for example, you can configure a single business process flow, which after a common stage of qualification is divided into two branches - one, related to products, and the other - services.

Product families

The solution allows you to combine products into packages and recommend related articles within the cross-sell/up-sell type sales, which helps increase the efficiency of sales. Product attributes, however, make the management of products simpler and less labor-intensive.

Improvements in the process of selling products help sales managers and sellers in the management of the company's products and in selling them in a more efficient manner.

Managers can easily configure product offers, combining related articles in the packages, as well as generate corresponding price lists enabling sellers positioning of the best products at the best price. Sellers can, however, view suggestions for cross- and up-selling, as well as use recommendations regarding the accessories and replacements directly while working on the form of sales opportunity and conclusion of a transaction.

Product properties (attributes), such as the ability to update, read-only option, required and hidden, allow sales managers to determine how they can be currently used by the sales representative when adding a related product to the sales opportunity, valuation, contract or an invoice.

Sales hierarchy

The solution allows you to manage your sales data and generate reports based on them in a manner adjusted to the enterprise. The new, hierarchical visualizations and schedules in real time provide users in real time with the details of a region and forecasts. Key information displayed on the tiles allows you to analyze and track hierarchies, activate actions or make contact from any point, and also make queries for filter records with the "under" operator.

With the new version of the solution users can see links or information groups by viewing accounts, products or users in the hierarchical schemes. One click on the information block is all it takes to get more details and go to the data we are interested in.

From the hierarchical overview of accounts you can, for example:

Customer service

Social media and mobile platforms have irreversibly changed customers' expectations as to the form of interaction with companies. 86% of customers are willing to pay more for better service, expecting its consistency at the highest level through the channel of their choice - the Internet, social media or by phone. Nowadays 67% of consumers use online self-service tools to search for answers to their questions.

The challenge for customer service departments is to find balance between the service at a high level and its costs, in order to finally work out the optimal combination of these two elements. Operating costs vary considerably depending on the channel used, which is why companies look for ways to provide customers with high quality service, while looking for options to extend the capabilities of their employees and increase their efficiency and productivity.

Microsoft Dynamics CRM allows companies to increase customer loyalty, expand the capabilities of employees and streamline troubleshooting by providing customers with an appropriate, active and personalized service across all channels. Companies can provide their customers the right answers to their service queries in a timely manner and through a channel chosen by the customer - be it even the Internet, social media, instant messaging, mobile devices or telephone.

Problem management

Flexible-level agreements regarding the level of service (Service Level Agreements - SLA) allow sales representatives to offer different levels of support. They can also monitor and analyze key performance indicators, such as times of "first response" or "number of problems solved" to get information on service efficiency.

In the previous version of Microsoft Dynamics CRM report management tools have been optimized, so that they allow you to:

This version of the system additionally optimizes the problem management tools. It allows employees to pause and resume service level agreements and monitor the length of time during which a given case was shelved or awaited the client to ensure compliance with SLAs.


The advanced tools allow you to adjust Microsoft Dynamics CRM to the individual business needs of a company. The solution facilitates the achievement of business benefits through a dynamic platform that can be easily configured and customized to suit your needs. Microsoft Dynamics CRM provides a declarative programming paradigm that includes both defining the data model and integrated stability, security and access through the API, as well as the user environment and programming models based on modern open architecture. Further investments in the capabilities of this platform confirm the producer's commitment to the creation of open, flexible and configurable products and online services.


Improvements of the quick search function help to find customer records more efficiently and easily. Optimized search functions allow you to quickly locate records and navigate among them, allowing users to enter keywords in the search box on the navigation bar. In this field you can use an asterisk (*) as a wildcard.

User can search through the various types of records and view the full list of results found. In order to perform more advanced searches, one has to click a new "Advanced Search" icon which is now on the navigation bar. To view on the search results page only the matching results for a particular record type, you can select a filter from the drop-down list. Clicking a selected item on the list results in its opening.

Synchronization of different types of information between CRM and Outlook or Exchange

Teams that use Outlook/Exchange as their center of information can now synchronize more types of data, including:

Users can easily view the synchronized fields, which gives certainty about the sources of data and its sharing. However administrators can activate, deactivate and configure the synchronization direction for these fields.