Simon’s copying up customer complaint notes on a shared Excel spreadsheet. Aisha’s inputting statistics into a CRM system only her department can access.
Meanwhile, Prav’s in the backroom with his pen and paper, getting down to some serious double-handling.
This (yes, somewhat exaggerated) scenario reveals just how fragmented organisations’ approach to data can sometimes become. The results can be time intensive, deeply frustrating and crippling for performance.
In this post, Intersys’ Microsoft Dynamics 365 Consulting Lead Garry Pope reveals how this customer relationship management (CRM) and enterprise resource planning (ERP) tool can be transformative, delivering:
- Better quality data
- A single source of truth
- Data automation
- Intelligent, data-led strategies
But, as with any process that provides step-change benefits, it’s not a ‘push the button and move on’ scenario. As Garry describes, it takes IT excellence and a willingness from organisations to get actively involved in shaping this new world of optimised, truly useful data.
Here’s Garry’s guide to the power of Microsoft Dynamics 365 Consulting and how to unleash the full potential of these remarkable tools.
What exactly is Microsoft Dynamics 365?
Microsoft Dynamics 365 is a comprehensive suite of applications designed to enhance productivity, unify siloed systems, and enable actionable insights from meaningful data.
Dynamics 365 offers a variety of applications tailored to different business functions, such as Dynamics 365 Sales, Dynamics 365 Customer Service, Dynamics 365 Marketing and Dynamics 365 Finance. These applications can be used independently or in conjunction with one another. For instance, a sales team can use Dynamics 365 Sales to track sales deals, customer interactions, product details and generate monthly sales reports. Meanwhile, a customer service team can leverage Dynamics 365 Customer Service to manage support cases, publish knowledge articles via Microsoft Power Pages and monitor customer satisfaction scores from interactions with their Copilot Studio Chatbot. All these activities are seamlessly integrated and stored in a unified database: Microsoft Dataverse.
Together, these CRM tools can provide a centralised platform to track and nurture customer relationships, ultimately enhancing customer service and satisfaction.
The big benefits of Microsoft Dynamics 365
The benefits of using a Dynamics 365 application are extensive. Here are some key highlights:
- Security: Dynamics 365, as part of Microsoft’s Power Platform, leverages Microsoft’s robust security infrastructure, including user account access, security groups and, at the database level, security roles, business units, teams and even column security profiles. This allows for granular control over data access. For example, in a banking scenario, only specific users can view credit card numbers, while others cannot.
- Flexibility: Companies can configure and customise Dynamics 365 applications to meet their specific needs. For instance, a sales team using the Microsoft 365 Sales application can create and track leads from potential customers. If there is no built-in functionality to track expenses related to building customer relationships, companies can create this functionality and link it to the lead record.
- Automation: One of the biggest challenges companies face is the existence of multiple systems that don’t interact with each other. Data is scattered across different platforms, with no single source of truth. It’s also inputted using inefficient (often double-handled) manual processes. Microsoft Dynamics 365 addresses these challenges by integrating automation throughout its platform. This eliminates manual processes, ensuring clean and consistent data. It removes duplication and operates continuously, freeing employees from mundane tasks and allowing them to focus on more interesting, high-value activities. Dynamics 365 is highly customisable, offering automation features accessible to both developers and non-technical users. These features include a native API, no-code API connectors, built-in workflows, and the latest advancements in artificial intelligence (AI).
- Cost Reduction: While CRM applications like Dynamics 365 can be perceived as costly, they often present a more economical solution when compared to running multiple separate applications. By consolidating various functionalities – such as customer tracking, service portals, internal ticketing and holiday tracking – into a single platform, you can significantly reduce expenses related to data storage, licensing, development, support, user training and security.
- Data Utility: With clean, consolidated data, decisions can be taken via data-driven insights. One of the primary reasons companies adopt CRM solutions like Dynamics 365 is to gain a clear understanding of their operations and customer interactions. Dynamics 365 provides the necessary insights, enabling informed decision-making and reducing the frequency of meetings where participants lack the information needed to make decisions.
- AI: While Dynamics 365 already offers some AI capabilities, the most significant aspect is the foundational groundwork being laid for future AI advancements. These foundational AI features are valuable, but they shouldn’t be the sole reason to choose Dynamics 365. Instead, consider them as additional functionalities that enhance the platform. The primary reasons to select Dynamics 365 should be its vast automation capabilities, comprehensive data management features and robust security.
A cost-effective way to use Microsoft Dynamics 365
One of the main concerns with applications like Dynamics 365 is the cost. Each user needs a license for Microsoft Dynamics 365 first-party applications such as Dynamics 365 Sales or Dynamics 365 Customer Service, and these licenses can be quite expensive. Microsoft frequently updates their licensing models, so it’s essential to check the latest pricing guide for accurate information.
These licenses provide access to all the features of the first-party applications. For instance, a Dynamics 365 Customer Service license, whether Professional or Premium, grants users access to features like case management, knowledge articles and service level agreements – all of which are highly valuable functionalities.
However, not all companies require the full suite of features, or sometimes, none at all. Often, companies purchase customer service or sales licenses only to heavily customise their Dynamics 365 instance and develop their own functionalities.
For example, a bank might create a fraud-tracking process that isn’t part of the standard Dynamics 365 Sales or Customer Service applications. In such cases, the development team might build a separate Power App that uses the same database, storing data in specific tables like incident, fraud and bank tables. This custom functionality doesn’t utilise the features provided by the sales or customer service licenses, leading to unnecessary costs.
In scenarios where the full functionality of Dynamics 365 licenses isn’t used, Microsoft offers a more cost-effective licensing option, reducing business expenses.
For example, as of the time this article was written:
- 10 users with the Dynamics 365 Customer Service Enterprise license, costing £80.70 per license, would total £870 per month.
- 10 users with the Power Apps Pay As You Go plan license, costing £10 per license, would total £100 per month.
That’s a significant saving of £770! Additionally, if one of the 10 users, such as a senior manager, doesn’t log in within the month, there is no charge for that user.
As illustrated above, if your business doesn’t require all the features provided by Microsoft Dynamics 365 applications like Sales and Customer Service, a more economical and often better option is to build the necessary functionality yourself.
When you’re ready to use the advanced features of the more expensive licenses, you can simply upgrade. Since everything is built and stored in the same database, there’s no need for a major migration project – everything is already in place and ready to go.
How to ensure a successful Dynamics 365 migration
Getting to that ideal scenario of centralised, accurate and highly utilisable data involves a little more than a click of a button. And if work isn’t put in, results can be subpar. Here’s areas where problems occur and how to get it right.
Data quality
The problem: When the new application is rolled out, users may find that, despite improved aesthetics and automation, the data remains stale and duplicate-ridden. This undermines trust in the data, as the same issues from the old system persist.
The solution: Data cleansing should be the top priority. This involves removing junk, merging duplicates and standardising data fields. For example, a ‘Status’ column should not have 100 values, with 90 being obsolete and the remaining 10 containing inconsistencies like “In Progress,” “Progressing,” and “in pROGRESs.”
From an IT team’s point of view, this task must be undertaken in collaboration with the customer to ensure the data is as accurate as possible. A ‘junk in, junk out’ scenario can be avoided by dedicating ample time for data preparation, test uploads and customer verification.
Collaboration
The problem: The IT client’s input involved attending a 15-minute stand-up meeting. Then it was time to hand over to the IT team. When the application goes live, it’s ‘crash landing’ territory…
The solution: A successful migration requires active participation from the client throughout the project. The customer’s data and processes are integral to the migration, and their input is crucial. Without continuous client involvement, even well-gathered requirements and detailed flowcharts can lead to deviations from the intended outcomes. A strong partnership with the client ensures that everyone understands and is satisfied with the new system.
Training
The problem: Training is treated as an afterthought, executed quickly and as a one-off event. Or, after excellent initial training, ongoing training for new employees or additional features is neglected. New functionalities are not adopted and new employees are not using the application as intended. Over time, this results in the application providing less value and being perceived as unsuccessful.
The solution: Thorough training initially with a programme of ongoing education and support.
Your IT partner
The problem: Many IT teams that are great in other areas lack a detailed knowledge of the Dynamics 365 platform. But perhaps even more commonly, teams are cobbled together who have not collaborated before and lack a defined leader able to ask the right questions and make judicious decisions. This can place undue pressure on an IT customer. Without senior team members, the team tends to merely take requirements and act as “whiteboard consultants” rather than advising the customer on what they truly need.
The solution: From your IT partner, look for an in-house (not outsourced) team with suitable experience integrating Microsoft Dynamics 365. Understand who will be working on your project, their job titles and who holds the senior position. Trust your instinct. Are they listening enough to understand your need, but also willing to offer clear guidance and roadmaps? While you will be collaborating with your IT partner, they must reveal the way forwards.
How Intersys can help
Our experienced Intersys Microsoft Dynamics 365 consulting team works closely with customers to roll out highly successful Dynamics 365 projects. We deliver tailored solutions to address a business’ challenges.
We also offer full support once the implementation has completed, so you can continue to unleash the true potential of the Dynamics 365 application. Finally, consultation with Intersys can also help you find a cost-effective route to Dynamics 365 – the right approach from the start can save you money.
Get in touch to start the conversation.
Like ‘Garry’s Guides’? Check out his take on Microsoft Power Platform Training and Consulting – a route to building apps in house, automating processes and presenting data in useful new ways.