Microsoft Dynamics CRM 4.0 Marco Amoedo Solutions Architect & Chief Developer Dynamics CRM MVP ma@alfapeople.co.uk
Agenda • What CRM is? • CRM Software: Microsoft Dynamics CRM 4.0 • xRM: Dynamics CRM as a Line of Business Applications Platform.
CRM.... What!?!?
Customer Relationship Management Let’s try a definition
Customer Relationship Management
People and Processes
Strategy
Software
Create long term and beneficial relationships with the Company’s customers
Understood???
Customer 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?? 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 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??
But overall‌. To gain customers loyalty, by offering services and products that cover their needs, to provide longer and more profitable relationships.
Some facts... “… It is 6-7 times more expensive to gain a new customer than retain an existing customer. …” Harvard Business Review
A longer relationship yields more benefits for the company 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%?
Algunos datos “La Era del CRM” 2.0B
Grandes empresas 40%
1.5M
Pequeñas empresas 13%
Medianas empresas 47%
1M 500K
Norteamérica
Europa
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… 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 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 Software Microsoft Dynamics CRM 4.0
What is a CRM Software?
Customer facing Sales, Marketing, Service and other activities
Business Process Using workflow rules to provide a consistent execution across the company and get a better visibility.
Collaborative Empower internal staff as well as external partners to work as a team, improving efficiency and maximising the productivity
CRM Ecosystem
Marketing
Customer
Customer Service
Sales
Design, Production, Accounting, Logistics, HR...
CRM
ERP
Organisation
Success depends on using a CRM that fits Fits with your People Right User Experience for each employee role
Fits with your Business Fast and Easy to configure to fit your way of work
Fits with your Environment Fast and Easy to deploy and integrated with your stack
Microsoft Dynamics CRM Works the way you do
Simple and Natural, albeit powerful, User Experience
Works the your business does
Provides a flexible and configurable platform
Works as technology should
Easy to deploy, maintain and scale up
Software + Services: The power of choice • Choose where:
On Premise
– Outlook, Browser, Mobile
• Choose How: – Software or service
• Choose When:
Dynamics CRM Hosting en partner
– On-Premise or rented CRM Online
Change your mind at any time
Microsoft CRM de un vistazo •
Sobre14,000 clientes desde
•
Pymes hasta Corporaciones •
Sobre 700,000 usuarios en
Marketing, Ventas y Servicios •
más de 80 países. •
Red Global de partners
Completa Suite CRM de
Experiencia Office Nativa para facilitar la adopción
•
Multi-Idioma con más de 25 idiomas soportados
• Rápido, Flexible y Asequible •
Arquitectura avanzada basada en SOA / Web services
Microsoft Dynamics CRM 4.0
xRM Going beyond CRM
xRM.... What!?!?
XRM
Customer Anything 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 management
Sales
Service
Marketing
• Sales, Marketing, Service • Activities and communication • Rich reporting and analytics
Process automation Easy to configure and customise Extensible Arquitecture SDK + Web Services
What 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… 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 Schema Extensive customisation Capabilities Create/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 Management Tools integrated on the UI and Web Services Role base access with fine granularity control Customisation publishing without restarting
Schema Portability Support for Import / Export
Customise User Experience
Form Customisations Form layout customisation IFrame support ISV Extensions support
Client Scripting Field and Form level events Enriched set of Methods and Properties
Navigation Navigation customisation - SiteMap Custom entities support Custom menus and buttons
Business 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) 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
CRM Application
CRM Tools
Integration CRM SDK
Data Auditing ‌.
CRM Platform Method
Pre-Plug-In Platform Core Operation Post-Plug-In
Extensibility and Integration (& II) Workflow Add new custom workflow activities using .Net Framework Web Service integration and Easy deployment
Web Application UI Extension with new Web Applications Integration of Existing and External Apps SiteMap, ISV.Config and IFrames
Arquitectura del Framework de Eventos
Security Object level security User Roles and Record level ownership Organisation Structure Team Work and Collaboration
xRM Platform
Microsoft Dynamics CRM Architecture Presentation Layer Options Forms Extensible Design, Client-Side UI Form EventsScripting, (XML Config File) (JavaScript) and Custom UI Development
Integrated Applications
Reporting (Excel and SRS)
Web Services
Platform Layer Options Plug-Ins (Post) Data Model Customization, Workflow, (.NET Assemblies) Custom Platform Development Plug-Ins (Pre) (.NET Assemblies)
Custom Actions (.NET Assemblies)
Synchronous and Asynchronous Business Logic
Data Access Components
Workflow
Security
Business Entity Components
Data Services Options Data Access Platform Custom Reporting, Custom Analysis Metadata
Data
Filtered SQL Views
New User eXperience Windows Presentation Foundation Silverlight Office Business Applications
User eXperience 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 Platform Silverlight Mobile
Mobile
.NET
XAML Web
Silverlight
Desktop
WPF
Deciding 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
• Skills and Knowledge are reusable between both
Designer/Developer Collaboration
=
Converging Design and Development
<myXAML/>
Julia – The Designer
Public void myCodeBehind{}
Ben – The Developer
Graphic Design Institute WPF Client + Silverlight
MSCRM + WPF • Easy to connect through the Web Services • Better access to business critical information from Desktops • 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 Services
What OBA is?
Servidores
Herramientas
Servicios
Aplications
SharePoint OCS Exchange …
VSTO SharePoint designer …
Search Workflow …
Excel Word Outlook …
LOB System
Office Client
SharePoint Server
Using 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
Developer
End user
VSTO 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 the Web Services. • Connection with other Services
One last thing...
REMEMBER….. THERE ARE NO SILVER BULLETS
Š 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.address1_postalcode = "98052"; newAccount.address1_city = "Redmond"; // Call the Create method to create an account. Guid accountId = service.Create(newAccount);
Algunos datos… “… It is 6-7 times more expensive to gain a new customer than retain an existing customer. …” Harvard Business Review
Una relación duradera genera más beneficio para la empresa • 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 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 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?
Windows
Ease of use
Office 2007
Measuring UX ROI
Richness
Learn ability
Success
Graphics and media
Performance
Productivity
Data visualization
Reliability
Retention
Higher fidelity information
Security
Comprehension
Globalization
Optimized form factors
Conversion
Accessibility
Legibility/Readability
Satisfaction
Relevance/Contextualization
Excitement
Hardware and printing integration
Repeat Use
Tooling Server
Vista
Server, Services
Desktop
XAML
Designer
Developer
Look, behavior, brand, and emotional connection
Function, deployment, data, security, operational integrity
Media and RIA
XAML: Declarative Programming for Windows Markup for Windows â&#x20AC;&#x201C; Build applications in simple declarative statements
Code and content are separate â&#x20AC;&#x201C; Streamline collaboration between designers and developers
Easy for tools to consume and generate OK
<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
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 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 • Future investments on client • Reuse of skills, tools, and assets on the web and cross-platform (using Silverlight)
¿Por qué OBA?
Aprovechar lo que tenemos Solucionar desafíos críticos para el negocio
Entornos más productivos Incrementar la productividad
Ajustarse a la forma de trabajar y al cambio
Hacemos las cosas de forma diferente
Obtener valor de la información 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 • 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
Silverlight is a .NET Technology
Server and Services
Desktop
.NET
Browser
Devices, Mobile
Silverlight extends your .NET reach
Reuse with Silverlight • Silverlight is a compatible subset of WPF • • •
Tool reuse Asset/code reuse Knowledge and community
• Joint innovation • •
Controls Toolkit Visual State Manager
Beneficios de Silverlight
Proporciona increĂbles experiencia multi-plataforma Alcanzar nuevos mercados Incrementar la productividad de los desarrollos y el trabajo en equipo
Silverlight and CRM