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Customer Centricity

Microsoft Dynamics 365 launches November 1

Microsoft puts an end to software silos. The smart and cloud-based Dynamics 365 is deeply integrated into Microsoft's software landscape. Each of the seven modules can be subscribed to individually.

20 Oct. 2016 Michael Kurzidim
Microsoft has adopted a modular structure for Dynamics 365. (Photo: Ken Wolter /

CRM + ERP + Office 365

Microsoft wants to launch its cloud-based Dynamics 365 as early as the start of November. This biz solution combines classic ERP and CRM functionalities, Office 365, Microsoft IoT, PowerBI and the Cortana Intelligence Suite, to identify cross-selling opportunities for example.

Dynamics 365 has a deliberate modular structure, and customers can subscribe individually to the different modules and add them as needed. So they only pay for the applications they use. Customers can sign up for individual Dynamics Cloud Suite modules "in a matter of minutes," promised Microsoft's Scott Guthrie at a US event.

The lack of integration of Customer Relationship Management and Enterprise Resource Management has long been a thorn in customers' sides. Analysts indicated to com! professional their suspicion that major software providers would only halfheartedly promote the integration of mission-critical business systems, because they want to sell both solutions. A deep integration of CRM and ERP would not be in their interest, as it could cannibalize their sales.

With Dynamics 365, Microsoft is apparently getting off this fence. The software giant wants to offer its customers an end-to-end solution from the SaaS cloud that includes both ERP and CRM, along with the Office 365 applications, the intelligence of the Cortana Suite and services for the Internet of Things (IoT).

The individual Dynamics 365 modules
  • Sales
  • Marketing (plus Adobe)
  • Project Service Automation/Process Automation
  • Customer Service (Consulting/Sales)
  • Operations
  • Field Services (Maintenance/Repair)

Guthrie mentioned leading soccer club Real Madrid, Metro Bank and Rolls Royce as reference clients. Rolls Royce uses Microsoft Azure, the IoT services and Cortana Intelligence Suite for delivery and maintenance of its airplane turbines. Metro Bank uses Dynamics in conjunction with Azure and PowerBI to better advise and support its customers. Real Madrid has – in Guthrie's estimation – 450 million fans worldwide. They can plan better fan newsletter campaigns using Cortana and machine learning, for example.