New generation of CRM solutions from Microsoft Dynamics has taken the concept of customer relationship management (CRM) to a new level. On one hand, you can still use Dynamics CRM for managing the interactions between customers and companies. On the other hand, you can utilise Dynamics CRM functionality for managing other types of interactions – often of higher-value – between a variety of stakeholders and business assets.

These new relationships and interactions are often much more complex than those defined by CRM’s focus on the customer. While CRM functionality is often the starting point, extending the CRM model to support these additional interactions and relationships – in addition to customers and prospects – becomes an essential ingredient for success. Fortunately, CRM’s ability to manage the life cycle of customers’ relationships and interactions with a company’s sales processes translates nicely into supporting these new types of interactions.

With the extended capabilities of Microsoft Dynamics CRM, you can interactions and relationships between:

  • People: citizens, suppliers, contractors, service providers, renters, volunteers, sports players, patients
  • Physical assets: manufactured products, properties, land plots, car fleets
  • Service assets: repair equipment, dispatch services, guide dogs, logistics
  • Virtual assets: permits, contracts, events, scientific papers

The result is a ability to manage many-to-many matrix of increasingly valuable interactions not managed in traditional ERP or CRM software.

For example, we are currently customising Microsoft Dynamics CRM Online to fully automate the industrial age, form driven manual business processes of a custom-made curtain, blinds, shutters, awnings and soft upholstery supplier. Dynamics CRM Online will support the end-to-end business process of our client – from setting up appointments with customers, booking a consultant, capturing measurements, selecting and validating fabrics, quoting, accepting deposits, issuing purchase orders for fabrics and other services, workflow to coordinate the managing the manufacture of final product, billing, delivery and installation.

If you can describe the best way to service your customers, we probably can design and customise Microsoft Dynamics CRM to fully automate your business processes. To read another 24 Wildly Creative Ways Companies are Using Microsoft Dynamics CRM, please click: 24 Wildly Creative Ways Companies Use Microsoft Dynamics CRM