In this video interview, Brad Wilson, General Manager of Microsoft Dynamics CRM Product Management Group discusses the evolution of the CRM software industry over the past fifteen years, and how the Dynamics CRM creators strive to meet the needs of the modern business. This interview will be most helpful to those looking to deploy a CRM solution for the first time.
Microsoft Dynamics CRM General Manager Brad Wilson discusses the evolution and current state of Dynamics CRM.
CRM has evolved from a business option to a business necessity. Brad Wilson, who joined Microsoft in 2005 and has been in the technology industry since 1986, has witnessed this CRM evolution personally. While technical advancements contribute to the evolution of CRM software, modern businesses placing a high value in their customer relationships have shaped what CRM is today. Wilson states that in the past half century, businesses have gone from measuring company value in physical assets, to measuring value in the quality of their customer relationships. An effective CRM solution can help a business cultivate and maintain its customer relationships.
Wilson goes on to cite four themes that make Microsoft Dynamics CRM the product it is today:
- A full CRM suite: This includes sales, service, and marketing. With Dynamics CRM, Wilson wants to cover the basic needs of a wide range of companies. Going beyond the bare-bones requirements of a CRM solution, Wilson wants the three modules of Dynamics CRM to integrate seamlessly with one another.
- Flexible configuration and deep customization: Each business is unique. Companies have individual business processes, language, and terminology. “Being able to turn a vanilla system into one that’s tailored not just for an industry, or a vertical, but for a given company, is super important,” says Wilson. That way the software is adjusting to needs of the business, not the other way around.
- User experience: Wilson states, “The number one thing that’s been impeding deployment of CRM in the last ten years has been users rejecting it, either not embracing it or having what I call, ‘malicious compliance,’ [in other words] barely using it.” Finding ways to make Dynamics CRM a more user-friendly experience is paramount to Wilson’s team.
- Affordability: According to Wilson, it is important to place Dynamics CRM in the affordability range of businesses of all sizes. Due to Microsoft’s commitment to a cloud strategy, CRM software is available to customers through a monthly subscription, an alternative to investing in the upfront costs of launching an on premise Microsoft CRM solution.
Founded in 1997, xRM.com has witnessed first-hand the evolution of CRM software as highlighted by Brad Wilson in this interview. As a Microsoft Dynamics CRM reseller and partner, xRM.com understands the intricacies of Dynamics CRM as well as the necessities of a successful CRM deployment.