Microsoft Dynamics CRM 4.0

Marco Amoedo

Solutions Architect & Chief Developer

Dynamics CRM MVP

ma@alfapeople.co.uk

AgendaAgenda

• What CRM is?

• CRM Software: Microsoft Dynamics CRM 4.0

• xRM: Dynamics CRM as a Line of Business Applications • xRM: Dynamics CRM as a Line of Business Applications

Platform.

CRM.... What!?!?

Customer Relationship ManagementCustomer Relationship Management

Let’s try a definition

Customer Relationship ManagementCustomer Relationship Management

People and

Processes

Strategy

Create long term and beneficial relationships with the Company’s customers

Software

Understood???

Customer Relationship ManagementCustomer Relationship Management

Let’s try with an example…

The Coffee Shop around the corner

Good

products and

excellent

service

Nice and

Friendly

But overall……

He knows his

customers

Who likes black coffee

Who loves cappuccino

Who prefers a

chocolate muffin

And what is the benefit of all this stuff??And what is the benefit of all this stuff??

By knowing the needs, tastes, preferences, desires and wishes….

We can do...

Cross Selling

– Sell additional products: Offer a croissant to the sweet tooth guy. Sell

the newspaper, etc...

Up SellingUp Selling

– Sell products with a better profit/margin: Offer a special African

blended coffee to the posh, a bigger cup of coffee, etc.

Forecast sells and demand to plan the stock

– On Sunday more people come to have and appetizer and read the

newspaper, we get more copies to sell. From Monday to Friday more

people come to have breakfast, we get more croissants and muffins.

And what is the benefit of all this stuff??And what is the benefit of all this stuff??

But overall….

To gain customers loyalty, by offering

services and products that cover their services and products that cover their

needs, to provide longer and more

profitable relationships.

Some facts...Some facts...

A longer relationship yields more benefits for the company

Buys more, Spreads the word, price is less important, cheaper to serve

“… It is 6-7 times more expensive to gain a new

customer than retain an existing customer. …”

Harvard Business Review

Buys more, Spreads the word, price is less important, cheaper to serve

Did you know…

…companies lose half of their customers in five years term?

…keeping about 5% of those customer can make the benefits go up by 25%

to 100%?

1.5M

2.0BPequeñas empresas

13%Grandes empresas

40%

“La Era del CRM”

Algunos datosAlgunos datos

1M

1.5M

500K

Norteamérica Europa

Medianas empresas47%

Norteamérica y Europa crecen el 6.2% en inversión CRM.

Las Medianas empresas están apostando fuerte por la inversión en CRM (47%).Las Pequeñas aumentan la inversión a nivel anual (13%).Las Grandes Corporaciones se mantienen firmes en la inversión (40%).

Source: Gartner Inc.

Going back to the example…Going back to the example…

In our example all the CRM strategy is executed from…

The most powerful computer... The waiter’s head :o)

Our business is a

booming, and

customers come

in thousands

The business growths and The business growths and

we open new cafeterias

Our products are very

successful and we keep

growing

The team also growths… the

information starts to be spread and

fragmented around multiple heads...

We are on risk of stop knowing our

customers and commit fatal mistakes...

Our business can derail and crash...

We need to define an strategy and the

processes to ensure that we know our

customers...

Along the technology and CRM Software

to support them

CRM SoftwareCRM Software

Microsoft Dynamics CRM 4.0

What is a CRM Software?What is a CRM Software?

Customer facingSales, Marketing, Service and other activities

Business ProcessBusiness ProcessUsing workflow rules to provide a consistent execution across the company and get a better visibility.

CollaborativeEmpower internal staff as well as external partners to work as a team, improving efficiency and maximising the productivity

CRM EcosystemCRM Ecosystem

Marketing

Customer Customer Service

Sales

Design, Production, Accounting, Logistics,

HR...

CRM ERP

Organisation

Customer

Fits with your PeopleRight User Experience for each employee role

Success depends on using a Success depends on using a CRM that fitsCRM that fits

Fits with your BusinessFits with your BusinessFast and Easy to configure to fit your way of work

Fits with your EnvironmentFast and Easy to deploy and integrated with your stack

Microsoft Dynamics CRMMicrosoft Dynamics CRM

Simple and Natural,

albeit powerful,

User Experience

Provides a flexible and Works the your

Works the way

you do

Provides a flexible and

configurable platformWorks the your

business does

Easy to deploy,

maintain and scale

up

Works as

technology should

• Choose where:

– Outlook, Browser, Mobile

• Choose How:

– Software or service

On Premise

Software + Services: The power of choice

– Software or service

• Choose When:

– On-Premise or rented

Change your mind at any time

Dynamics CRM

CRM Online

Hosting en

partner

Microsoft CRM de un vistazoMicrosoft CRM de un vistazo

• Sobre14,000 clientes desde

Pymes hasta Corporaciones

• Sobre 700,000 usuarios en

más de 80 países.

• Completa Suite CRM de

Marketing, Ventas y Servicios

• Experiencia Office Nativa

para facilitar la adopción

• Red Global de partners

• Rápido, Flexible y Asequible

para facilitar la adopción

• Multi-Idioma con más de 25

idiomas soportados

• Arquitectura avanzada

basada en SOA / Web

services

Microsoft Dynamics CRM 4.0Microsoft Dynamics CRM 4.0

xRMxRM

Going beyond CRM

xRM.... What!?!?

XRMXRM

Customer Relationship ManagementAnything Relationship ManagementCustomer Relationship ManagementAnything Relationship Management

• Students Relationship Management

• Citizens Relationship Management

• Hospital Relationship Management

• Police Relationship Management

• Social Housing Management

• Charity Relationship Management

•…..

It’s more than just contact managementIt’s more than just contact management

Sales Service

Marketing

Process automationProcess automation

Easy to configure and customiseEasy to configure and customise

Extensible Extensible ArquitectureArquitecture

SDK + Web ServicesSDK + Web Services

• Sales, Marketing, Service

• Activities and communication

• Rich reporting and analytics

What we need from an Application PlatformWhat we need from an Application Platform

Data Schema…

Capability to create entities and relationships relevant for our domain

Presentation – User Interface…

Avoid having to worry about it.

Business Logic and Processes…Business Logic and Processes…

Customise the business login and map the processes

Integration and Extensibility…

Extend the functionality and easy integrate new features

Security…

Having sounded security mechanisms to control information access

Data SchemaData Schema

Extensive customisation CapabilitiesCreate/Modify entities, attributes and

relationships

Strong attribute type system

Relationships between entities

Enable entities for Offline working

Activity Customisations

Support for Web and‘Offline’

Schema ManagementTools integrated on the UI and Web

Services

Role base access with fine granularity

control

Customisation publishing without

restarting

Schema PortabilitySupport for Import / Export

Customise User ExperienceCustomise User Experience

Form CustomisationsForm layout customisation

IFrame support

ISV Extensions support

Client ScriptingField and Form level eventsField and Form level events

Enriched set of Methods and

Properties

NavigationNavigation customisation - SiteMap

Custom entities support

Custom menus and buttons

Business Process AutomationBusiness Process Automation

Workflow

Declarative designer integrated on the UI

Allows logic rules, wait conditions, and actions

Support for event based and manually fired Workflows

Built on top of WWF and extension capabilities with .Net

Service Oriented

ALL the functionality is exposed through Web Services

Following Web Service standards for interoperability

SOA architecture

Integration and Extensibility (I)Integration and Extensibility (I)

Plug-ins

Allow to extend and modify the Business Logic with .Net Framework

Pre and Post events with rich context information

Web Service integration and Easy deployment

Used for...

Complex Validation

Integration

Data Auditing

….

CRM

Application

CRM Tools

CRM SDK

CRM Platform

Method

Pre-Plug-In

Post-Plug-In

Platform CoreOperation

Extensibility and Integration (& II)Extensibility and Integration (& II)

Workflow

Add new custom workflow activities using .Net Framework

Web Service integration and Easy deployment

Web ApplicationWeb Application

UI Extension with new Web Applications

Integration of Existing and External Apps

SiteMap, ISV.Config and IFrames

Arquitectura del Framework de EventosArquitectura del Framework de Eventos

SecuritySecurity

Object level security

User Roles and Record level ownership

Organisation Structure

Team Work and Collaboration

xRM PlatformxRM Platform

Extensible UI(XML Config File)

Form Events(JavaScript)

IntegratedApplications

Reporting(Excel and SRS)

Web Services

Microsoft Dynamics CRM ArchitectureMicrosoft Dynamics CRM Architecture

Platform Layer Options

Presentation Layer OptionsForms Design, Client-Side Scripting,

and Custom UI Development

Data Access Platform

Metadata Data

Business Entity Components

Data Access Components

Synchronous and Asynchronous Business Logic

Plug-Ins (Pre)(.NET Assemblies)

Plug-Ins (Post)(.NET Assemblies)

Security

Workflo

w

Custom Actions(.NET Assemblies)

Filtered SQL Views

Platform Layer OptionsData Model Customization, Workflow,

Custom Platform Development

Data Services OptionsCustom Reporting, Custom Analysis

New User eXperience

Windows Presentation Foundation

Silverlight

Office Business Applications

User User eXperienceeXperience in software?in software?

• User eXperience matters

– Data Visualisations, Graphics and Media, Accessibility

• Improves the ROI for the Software

– Better adoption, lower training costs, improved productivity

Microsoft Client PlatformMicrosoft Client Platform

Silverlight Mobile

Mobile

WPFSilverlight

.NET

XAMLDesktopWeb

Deciding What to use and When to use itDeciding What to use and When to use it

• WPF and .NET Framework is the perfect platform to delive

desktop application

• Silverlight is the perfect platform for RIA applications

• Silverlight is lighter

– Easy deployment – Easy deployment

• Skills and Knowledge are reusable between both

Designer/Developer CollaborationDesigner/Developer Collaboration

==

Converging Design and DevelopmentConverging Design and Development

Public void myCodeBehind{}<myXAML/>

Ben – The DeveloperJulia – The Designer

Graphic Design Institute Graphic Design Institute WPF Client + Silverlight

MSCRM + WPF

• Easy to connect through the Web Services

• Better access to business critical information from DesktopsDesktops

• Provides a Rich User eXperience

• Enables a better adoption and improves productivity

MSCRM + Silverlight

• Better integrated data

visualisation – getting CRM

Data alive!

• Integrated on CRM Interface

• It can interact with CRM

Web ServicesWeb Services

What OBA is?What OBA is?

SharePointOCS Exchange…

Servidores

VSTOSharePoint designerHerramientas LOB System Office ClientSharePoint designer…

Herramientas

SearchWorkflow…

Servicios

ExcelWordOutlook…

Aplications

LOB System Office Client

SharePoint Server

Using the Office PlatformUsing the Office Platform

• Developers have a sounded office platform where they can build /

integrate new Line of Business Aplications

• Users can work in a familiar and comfortable environment

• Organisation maximises the investment on Office and other Microsoft

technologies

End user

Developer

VSTO Add-inVSTO Add-in

VSTO

• The reason for VSTO

– Get together the best of Office

and .NET

– Provide a comfortable developer

experience

– Provide a solid base

• Easy to connect with CRM using • Easy to connect with CRM using

the Web Services.

• Connection with other Services

One last thing...

REMEMBER…..

THERE ARE NO SILVER BULLETS

© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing

market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

The Basics – Create (Getting data in…)

// Assuming you already have a configured CrmService class

// named “service”

// Create an account entity and assign data to some attributes.

account newAccount = new account();

newAccount.name = "Greg Bike Store";newAccount.name = "Greg Bike Store";

newAccount.address1_postalcode = "98052";

newAccount.address1_city = "Redmond";

// Call the Create method to create an account.

Guid accountId = service.Create(newAccount);

Algunos datos…Algunos datos…

Una relación duradera genera más beneficio para la empresa

• Compra más cuando la empresa introduce nuevos productos o moderniza

“… It is 6-7 times more expensive to gain a new

customer than retain an existing customer. …”

Harvard Business Review

• Compra más cuando la empresa introduce nuevos productos o moderniza

los productos existentes

• Habla favorablemente acerca de la empresa y sus productos

• Presta menos atención a las marcas y la publicidad de la competencia y es

menos sensible al precio

• Ofrece ideas de producto o servicio a la empresa

• Cuesta menos atenderlo que a un cliente nuevo porque las transacciones

se vuelven rutinarias

Algunos datosAlgunos datos

Sabías que…

… las empresas pierden la mitad de sus clientes en un plazo de 5

años?

… conservando un 5% de esos clientes los beneficios pueden … conservando un 5% de esos clientes los beneficios pueden

incrementarse entre un 25% y un 100%?

… interactuar con sus clientes es esencial para consolidar su

negocio?

… gestionando correctamente la información puede conseguir

nuevas oportunidades y expandirse rápidamente?

User Experience in Software?User Experience in Software?

WindowsWindows Office 2007Office 2007

Ease of use

Learn ability

Performance

Reliability

Security

Optimized form factors

Legibility/Readability

Relevance/Contextualization

Richness

Graphics and media

Data visualization

Higher fidelity information

Globalization

Accessibility

Hardware and printing

integration

Measuring UX ROI

Success

Productivity

Retention

Comprehension

Conversion

Satisfaction

Excitement

Repeat Use

DesktopServer, Services

ToolingTooling

Server Vista

XAML

Media and RIA

DesignerLook, behavior,brand, and emotionalconnection

DeveloperFunction, deployment,

data, security,operational integrity

XAML

XAML: Declarative Programming for WindowsXAML: Declarative Programming for Windows

Markup for Windows

– Build applications in simple declarative statements

Code and content are separate

– Streamline collaboration between designers and developers

Easy for tools to consume and generateEasy for tools to consume and generate

<Button Width="100">OK

<Button.Background>

LightBlue

</Button.Background>

</Button>

Button b1 = new Button();

b1.Content = "OK";

b1.Background = new

SolidColorBrush

(Colors.LightBlue);

b1.Width = 100;

Dim b1 As New Button

b1.Content = "OK"

b1.Background = New _

SolidColorBrush _

(Colors.LightBlue)

b1.Width = 100

OK

WPF Vision

Unified approach to UI, Documents, and Media– Integration as part of

development and experience

Integrated, vector-based composition engine– Utilizing the power of the PC

throughout the graphics stackthroughout the graphics stack

Declarative programming– Bringing designers directly into

application development

Ease of deployment– Allowing administrators

to deploy and manage applications securely

Top Reasons to Use WPF

• Modern graphics

• Better architecture, maintenance

• Ease of customization and designed for extensibility

• Developer - Designer workflow workflow

• Future investmentson client

• Reuse of skills, tools,and assets on the web and cross-platform (using Silverlight)

¿Por qué OBA?¿Por qué OBA?

Entornos más productivos

Aprovechar lo que tenemos

Solucionar desafíos críticos para el negocio

Incrementar la

Hacemos las cosas de formadiferente

Obtener valor de la información

Incrementar la productividad

Ajustarse a la forma de trabajar y al cambio

Conectar la información con las personas

Silverlight Overview

• Compelling Cross-Platform User Experiences

• Immersive media experiences and RIA

• Seamless, fast installation for end users

• Consistent experiences on Mac/Windows

• Flexible programming model with

collaborative tools

• Integration with Web technologies• Integration with Web technologies

• Based on the .NET Framework

• Role specific tools for designers/developers

• Efficient, lower cost delivery, and more

capable media

• HD to Mobile w/SMPTE VC-1

• Broad media ecosystem

• Tools for live and

on-demand publishing

DesktopServer and Services

SilverlightSilverlight is a .NET Technologyis a .NET Technology

.NET

BrowserDevices, Mobile

Silverlight extends your .NET reach

.NET

Reuse with Silverlight

• Silverlight is a compatible

subset of WPF• Tool reuse

• Asset/code reuse

• Knowledge and

communitycommunity

• Joint innovation• Controls Toolkit

• Visual State Manager

Beneficios de Beneficios de SilverlightSilverlight

Proporciona increíbles experiencia multi-plataforma

Alcanzar nuevos mercadosAlcanzar nuevos mercados

Incrementar la productividad de los desarrollos y el trabajo en equipo

Silverlight and CRMSilverlight and CRM