Question:

If the letters ‘RM’ in ‘CRM’ stand for ‘Relationship Management’, what does the letter ‘C’ stand for?

Please choose your answer from the following:

a)    Cat relationship management

b)    Commuter relationship management

c)     Citizen relationship management

d)    Company relationship management

e)    Corporate Relationship Management

f)     Customer Relationship Management

g)    All of the above

And the answer is……

g) All of the above

I’m sure most people chose the answer f) Customer Relationship Management.   And that’s really the ‘correct’ answer.  Traditionally the ‘C’ in ‘CRM’ stands for Customer.  But CRM applications, and in particular Microsoft Dynamics CRM, have evolved into much more than applications that just manage customers.  So why is g) All of the above also correct?

First, there are different types of customers – clients, consumers, students, passengers, commuters, users, corporations – the list goes on.  But more importantly, there are also many different types of relationship management, not just customers.  There are suppliers, partners, prospects, members, associates, distributors, franchisees, retailers, volunteers, wholesalers, channel partners, cats (I’ll explain about the cats later…) and many more.

If you need an out-of-the box CRM solution, then Microsoft Dynamics CRM certainly provides one.  However, it is also a solid platform specifically designed so that it can be readily configured to different requirements.  Microsoft Dynamics CRM can be adapted to all these other relationships, and just about any other type of relationship you can name.  That’s why the term ‘xRM’ or ‘Anything Relationship Management’ is a better description of what Microsoft Dynamics CRM does.

Microsoft Dynamics CRM is flexible.  In fact, when compared to many other CRM systems, that’s something of an understatement.  In the world of CRM software, Microsoft Dynamics CRM is extremely flexible.  That’s why when you hear the phrase ‘xRM’ it’s usually related to Microsoft Dynamics CRM.

So just how far can the concept of ‘xRM’ go?  Here’s a practical example of ‘Commuter’ Relationship Management.  Concentrix recently completed a highly complex project using Microsoft Dynamics CRM to replace a bespoke Customer Services system for a large UK passenger train operating company. The project successfully delivered:

• Advanced workflow and business process automation
• Integration with trackside SAP systems
• Complex passenger compensation calculation algorithms
• Incorporation of legal and regulatory requirements from the UK  government Department of Transport
• Email response and template document authoring
• Integration with a scanning application
• Integration with a large digital telephony system
• Integration with the customer facing website

And that’s just the start.  The system streamlined the processes of the organisation’s complex customer service requirements, significantly improving efficiency, speed of response, and accuracy.  The users love it, other train organisations are interested in it, and the company was nominated for top industry customer satisfaction awards.

Before starting the project, the train operator had looked at other ways of developing  the customer service system including using other software and CRM solutions. But unlike many other CRM systems which focus on the traditional customer and contact relationship management, the xRM capabilities of Microsoft Dynamics CRM meant it could be adapted to their complex requirements faster.  It took less resources and didn’t need the large amounts of investments that would have been needed if they had built a system from scratch or tried to customise a CRM system that simply wasn’t flexible enough to cope with that amount of customization (not without a lot of time and effort anyway). 

So xRM is great for organisations with complex requirements.  But it also delivers benefits to smaller businesses as well.  Many small businesses start using Microsoft Dynamics CRM with only a handful of users and straightforward requirements.  They tend to choose Microsoft Dynamics CRM because they can be up and running with a ‘best in breed’ CRM solution quickly, cost-effectively, with minimal disruption to the day to day running of their business.  However, they also have the assurance that, as their organization grows and their business processes become more complex, Microsoft Dynamics CRM will be able to grow and adapt with them.

Microsoft Dynamics CRM and xRM is a platform of technology that, working with your Microsoft Business Partner, can be readily adapted to meet your business or organizational requirements.  It’s probably only a matter of time until the phrase ‘CRM’ fades and is replaced with xRM, or something similar.  Other vendors are following but Microsoft is really leading on the whole xRM concept.

And what about ‘cat relationship management’?  If you’re wondering who uses this, I have a real life example – my local vets.  Last time I took my two cats there I noticed they were using Microsoft Dynamics CRM (the vets, not the cats) to book appointments, send out reminders, look at treatment history – and I’m sure they do a lot more with it as well!

By Concentrix Ltd – UK CRM, Accounting and ERP Software Specialists

With Microsoft Dynamics CRM, The ‘C’ In CRM Stands For…. Cat Relationship Management??!!! is a post from: CRM Software Blog

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Well, there’s no single answer. Whether you choose to deploy Microsoft Dynamics CRM on-premise or go with a hosted option depends on your business requirements: your aims, objectives, resources, and what you need from your CRM solution.

With hosted CRM (often referred to as ‘Software as a Service’, CRM ‘on-demand’ or ‘in the cloud’), the application and data is held on computers (servers), kept in an advanced data-centre. This means your CRM provider takes care of the running and maintenance of the software and servers 24 hours a day, seven days a week.

Hosted Microsoft CRM is a good fit for small businesses because you can be up and running with the software extremely quickly. Plus, you don’t need in-house IT staff or high levels of technical skills. What’s more there’s usually little or no financial outlay in terms of hardware and IT infrastructure, and you simply pay a monthly fee to use the product, based on the number of users you have.

However, if you need a high level of software configuration, if you already have your own servers and IT staff, or if you want to fully own your system outright, then deploying Microsoft Dynamics CRM on-premise is probably your best choice. You’ve also got to look at the time it will take to achieve return on investment. CRM should be a long-term business strategy and your investment in hardware for an on-premise solution will usually be recuperated fairly quickly, typically within three years. 

Choosing between hosted or on-premise CRM software is a bit like choosing between renting and buying a house. With renting (like choosing hosted CRM), you have the convenience of monthly payments, and nearly everything is taken care of for you by the landlord. On the other hand, buying a house (like choosing on-premise CRM) is a sound long-term financial investment and gives you full control of your property.

Now, here’s an interesting development. One thing we’ve noticed over the past year or so is that small businesses that choose Microsoft Dynamics CRM nearly always start off with the hosted option. In fact, since early 2009, hosted Microsoft Dynamics CRM has accounted for over 90% of Concentrix’s implementations of the product in businesses with between one and twenty users.

So, most small businesses, in the UK at least, prefer hosted Microsoft Dynamics CRM to start with. But it doesn’t stop there. We’re also just starting to see some organisations, having started off with the hosted option, then move to on-premise.

There’s actually a lot of sense in starting with hosted Microsoft Dynamics CRM and then moving to on-premise. Because of the ease of getting up and running, the hosted option is a good way for organisations to trial the product with very little risk. Then, once they’ve established the benefits, understood and demonstrated what CRM can achieve and decided that they will use CRM as a key business strategy, an on-premise solution becomes a realistic option. In the longer term it will deliver even better return on investment. So for many small businesses planning for growth, starting off with hosted Microsoft Dynamics CRM, establishing the benefits, embedding a ‘CRM culture’ before moving to on-premise is an attractive route.

Whatever option you choose, you won’t be on your own. All Microsoft CRM Gold Partners should offer comprehensive training and support services. So, whether you go with on-premise or hosted, you’ll have help available when you need it.

If you’re a small business and need further advice about choosing between hosted or on-premise Microsoft Dynamics CRM, we recommend you talk to your local CRM specialist. They’ll take a look at your requirements and provide help and advice about the best option for your needs.

By Concentrix Ltd – UK Business Management and CRM Specialists

Should Small Businesses Choose Microsoft Dynamics CRM as a Hosted or On-Premise Solution? is a post from: CRM Software Blog

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