Introduction to MS Dynamics
 (Customer Relationship Management)
Ing.J.Skorkovský,CSc.
MASARYK UNIVERSITY BRNO, Czech Republic
Faculty of economics and business administration
Department of corporate economy

CRM – Customer Relationship Management
•PROs
–It enables us to keep track of all prospective customer (suspects and prospects)
–Improve sales and marketing service
–The company can promote the work it has done for its customers to approach prospects
•CONs
–CRM software may not integrate well with other email and accounting systems
–Another disadvantage to a newly implemented CRM software is the learning curve.
–
–
•

CRM – Customer Relationship Management
•Relationship management is a customer-oriented feature with service response based on customer
input, one-to-one solutions to customers’ requirements, direct online communications with customer
and customer service centers that help customers solve their issues.
•Salesforce automation
–Sales promotion analysis
•Advertising
•Personal selling
•Direct marketing
•Public relations
–Automate tracking of a client’s account history
–Use of technology (ERP->MS Dynamics NAV)
•Opportunity Management (see an extra picture related to so-called Business Rainbow)

Market leaders (home study)
figures in millions of US dollars
Source:

Customer
Vendor
Contact
Card
Profile (Contact properties)
Customer Ledger
       Entries
ABC (Pareto)
Analysis
Salesperson
Interaction
Log
Entries
Statistic :
Costs/Revenue
(To-Do)
Opportunity
Sales Cycle
Stages
To-Do
Card
Assigned
activities
Activity
code
Partial Activities
Meeting /Telephone call
Interaction Log
Entries
Statistics:
Interactions,
Sales Cycle stages,
Deal chances, Values,..
Stage number
Activity
[USEMAP]
Partially  for  MPH_AOPR   - read frame only

Contact cards
§Contact card- company->Customer (Vendors)
§Contact card- person -> Customer (Vendors)
§Contact Character– profiles, technologies,..
§Interactions (driven by wizard)
§Business Opportunities (estimated close date and value, probability,.. )
§Sales Cycles
§Customer Card creation from Contact card
§Quotes
§Interaction log entries
§
§

Contact card – company -  (Header of the contact card)
 Eric Clapton
Luciano Pavarotti
Paul McCartney
Contact  persons type card
Charles Aznavour
Company Contact Card

Customer card->Contact card
Contact Card


Contact  card
Person card
Company card

Contact Card-company
Profile


Contact Card- Person
Profile


Contact Card- Company-new person - (created from Company card)
See profile settings


Contact Card- Company-new person - (creation from Company card)



New interaction- use of wizard



New interaction- use of wizard
 Click finish      ( do not take any optional information into consideration)   and Ctrl-F7 to
display Interaction Log Entries

From searching window
Another CRM area : Opportunity


Another CRM area: Opportunity



Another CRM area : Opportunity



Personal profile creation



Personal profile creation



Personal profile creation



Personal profile creation
We have entered
 several lines
All 51 contacts
playing football

Personal profile creation
Profile of one chosen contact card (type person)


Pareto analysis-see extra example material



Pareto analysis –specification of questionnaire



Pareto analysis-specification of question (details)
Starting Date Formula = -5Y means NAV
will trace all entries five years backward.
Could be also CM-5Y.
CM=Current months

Pareto analysis
Limits for different levels (A-C)


Pareto analysis –results of updated questionnaire



One of Contact Cards marked  by code C



Segments-see extra example (hands on in lab)



Segments



Segments (entering values..)



Segments



End of the section – used in extra picture
(Customer Relationship Management)