Microsoft Dynamics CRM enables your sales and customer service team to have an intelligent dialog whenever they interact with your customers. Sales or Customer Service Representatives have visibility to activity history so they know what the last few contacts with the customers were and what occurred at those touch points.
Sales, marketing, and customer service teams begin to see the business as it should be seen – from the eyes of the customer.
Ignify’s flagship Product – eCommerce for Dynamics has been offering eCommerce Solution integrated with Dynamics ERP for a number of years. Enabling commerce for Sales Force and Customer Service Organizations using Microsoft Dynamics CRM is a natural extension of eCommerce for Dynamics. In early 2011 we released the Order Entry and Ignify ecommerce solutions integrated with Microsoft Dynamics CRM. Since then we’ve made two releases of the software and have multiple customers now using Ignify ecommerce and Order Entry integrated with Microsoft Dynamics CRM to gain significant productivity benefits.
Microsoft Dynamics CRM can greatly benefit with enhancements that Ignify ecommerce brings for complex commerce scenarios. I’ve listed some examples below
significantly reduce the number of clicks for entering a quote or order, thus improving user adoption by your team.
Provide key commerce-related web services such as address validation, sales tax/ GST, shipping calculation, and online payment services
Provide a sophisticated pricing engine with integration with Dynamics ERP
Provide a self-service web interface for your customers so that they can view and approve sales quotes or directly place orders.
Provide product configurator functionality: If you have a complex product or service that the customer would rather configure and send to you before discussing their need with you. This improves customer satisfaction and can reduce the sales close cycle time.
We took the concept of Commerce enablement for Microsoft Dynamics CRM one step further to ensure that we enable it in as seamless a manner as possible. This is done via two key concepts – an integrated user interface and a Single Sign On facility for Microsoft Dynamics CRM users.
Single User Interface for your Sales Force and Customer Service Teams – “Read” Zero additional learning or Training
Microsoft Dynamics CRM has an awesome user interface that packs a lot of functionality in a Microsoft Office like manner ensuring a high level of user adoption and productivity. Ignify eCommerce plugs into that functionality seamlessly, requiring zero learning or training. Given below is the screenshot of the Ribbon on the Customer Form in Microsoft Dynamics CRM as an example. The buttons highlighted in green launches Ignify Order Entry forms which are fully integrated within Microsoft Dynamics CRM.
Figure 1 - Dynamics CRM Accounts Grid with eCommerce Enabled
These additional ribbon options on the Customer form allow you to:
Enter a New Quote or New Order for a Customer (Account) right from the ribbon.
Create a Quick Order List –a list of Item Code and Quantity - that you can use for repeat orders. These are usually targeted bundles that are offered during campaigns.
Configure the Customer Loyalty / Reward Program, Pricing & various other Customer account related services such as Address Validation Service.
The same design continues when a sales rep is working on a Customer. The customer account screen shot below again shows the Ignify Order Entry buttons integrated on the account form.
This concept is used across the board in various Microsoft Dynamics CRM Ribbons and Sitemaps. This makes eCommerce features added to Microsoft Dynamics CRM feel like a natural extension of native MS Dynamics CRM capabilities.
Single Sign On – Simple yet Powerful experience
In the unified CRM user interface explained above - clicking on a New Order button on the Account Grid or Entity Ribbon launches the window shown below which is just one click away from creating a Sales Order. The system would be able to identify the logged in Sales Rep and automatically log in to Ignify eCommerce Manager Panel using Dynamics CRM credentials via Single Sign On.
Figure 3 - Single Sign on with Dynamics CRM makes using eCommerce Facilities a Breeze
Commerce Transactions on your Microsoft Dynamics CRM Solution
Ignify eCommerce as an offering has a fully integrated product catalog into Microsoft Dynamics CRM as well as various web services required to enable commerce.
Ignify eCommerce has always been able to offer the same pricing that is configured in your Dynamics ERP. This allows for complex pricing rules that are set up in one place to be extended to Sales and Service organizations using Dynamics CRM without the need to use another system. Ignify eCommerce also has inbuilt pricing rules that can be used in case you are not maintaining prices in your Dynamics ERP or not using Dynamics ERP. System calculated prices can be overridden by the Sales Rep using the system with appropriate security permissions. Microsoft Dynamics CRM Approval workflows can be used for Quote Approvals to ensure that while your sales force has the visibility to organization wide pricing information, you still retain the control on what level of discounting can be done at different levels within your organization.
Figure 4 - eCommerce Pricing Services on eCommerce enabled Dynamics CRM. Prices can be overridden.
You can import your taxes from Microsoft Dynamics ERP (if you are using Dynamics ERP) or use third party tax engines such as Avalara. Both are pre-integrated with Ignify eCommerce. These taxes are automatically calculated during Quote or Sales Order entry ensuring that your tax compliance is fully automated and does not burden your sales force.
Figure 5 - Tax Services on eCommerce enabled Dynamics CRM
Ignify eCommerce integrates with small parcel carriers like UPS, FedEx & USPS. It also integrates with LTL carriers such as Yellow, Conway & Estes. All shipping methods offered by these carriers are available with real time quotes during Quote and Order entry to give an accurate quote to the Sales Rep. Sales Rep can obviously override these rates by offering additional discounts or by simply overriding the rate. Ignify eCommerce Shipping Quote engine has in built restrictions and other rules that can be exposed to sales and customer service representatives for ease of Quote/Order Entry.
Integration with more than 15 payment providers offers rich choices for choosing your online payment provider. All transactions including Authorization, Capture, Direct Charge, and Refund are available to enable your sales team to make instant decisions and execute transactions when they are in the field or in front of the customer.
Minimal Click Experience for Quote or Order Entry for Higher User Adoption
I had earlier blogged about how many clicks does it take to enter a Quote or Order Transaction. This can also take as little as two clicks, if you are working from a pre-configured list of items or if you are ordering from a customer’s purchase history. An excel-like grid for entering lines does make entering a large quote or order much easier, saving your sales force critical time.
Figure 8 - Excel line Quote/Order Line Entry with Auto Fill
A Self-service 24 x 7 eCommerce Store Front for your Customers
Ignify eCommerce offers a robust and scalable eCommerce storefront for your customers to self-service themselves. Given below is an example of a grouped offering that can be used by your customers to directly place orders on your eCommerce store front. These orders would show up in Dynamics CRM against the customer account, giving your sales rep visibility around eCommerce transactions executed by the customer and help Customer Service respond more effectively to any customer call.
Figure 9 - Self Service eCommerce Storefront powered by Ignify eCommerce
Creating Complex Product Offerings or Business Rules
Ignify eCommerce provides a rich, search engine optimized catalog with various facilities for offering complex products. These products can be configured and used by your customers via a self-service eCommerce Portal. These can also be used by your sales reps using the inbuilt Quote and Order Entry mechanisms.
These complex relationships are reflected in Order Lines. Given below is an example of a California waste recycling fee getting added on Sale of a Lenovo laptop. A business rule that your sales reps do not have to worry about since it would get automatically added.
Figure 10 - California ewaste Recycling Fee Business Rule on eCommerce enabled Dynamics CRM
Pankaj Kumar is the Chief Technology Officer of Ignify. Ignify is a technology provider of eCommerce, Order Entry, ERP, and CRM software solutions to businesses and public sector organizations. Ignify eCommerce is the only PCI certified eCommerce solution in the market that integrates with the Microsoft Dynamics CRM and Microsoft Dynamics ERP solutions. Ignify has been included as the fastest growing business in North America for 5 years in a row by Deloitte, Inc Magazine and Entrepreneur Magazine. Ignify is winner in the Red Herring Global 100 in 2010 and 2011 - this list represents the top businesses in North America with disruptive and innovative technology. Ignify is winner of the Microsoft Partner of the Year award in 2012 and 2011.
by Ignify, California Microsoft Dynamics CRM Partner
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