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Fundamentals of CRM with Dynamics 365 and Power Platform
Fundamentals of CRM with Dynamics 365 and Power Platform

Fundamentals of CRM with Dynamics 365 and Power Platform: Enhance your customer relationship management by extending Dynamics 365 using a no-code approach

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Fundamentals of CRM with Dynamics 365 and Power Platform

Getting Started with Dynamics 365

Industries have seen customer relationship management (CRM) become one of the most essential tools for business growth. Businesses have an interest in tracking their regular customers from the very beginning, offering them a better experience and attracting new customers. This interest led to the birth of the traditional CRM system.

Add to that the need to track vendors and partners, determine where the best relationships are in place, and find out what the most efficient way to collaborate with these other businesses is, and you can see how CRM becomes a rather complex endeavor.

Over time, it turned out that having such platforms hosted in house, while absolutely providing increased value, encountered new challenges when faced with a mobile workforce. The cloud was there to support this sorely needed expansion.

The next logical evolution happened somewhat in parallel with the move to the cloud. Organizations are recognizing that a simple system, on its own, cannot provide the value needed for the business to gain an edge over its competitors. As such, the tools evolved again, integrating with other essential tools in the organization, as well as with various social channels.

The last few years have seen a merger of the core enterprise resource planning (ERP) platforms with the classic customer relationship management platform. This results in better end-to-end processes across the entire organization, and better visibility into where the biggest issues are within an organization. The end results provide better customer experience and a faster and better service, while adapting to the customers' growing online presence.

Dynamics 365, now joining under its umbrella with both CRM and ERP functionality, is Microsoft's response to a growing trend. It is a set of robust business applications, with a long history and presence in the market, all brought together to maximize an organization's performance and homogenize its data.

This book focuses on the functionality, which was formerly part of the CRM platform. While at times we might touch on some of the newer offerings, we'll be spending most of our time focusing on the revamped modules for Sales, Customer Service, Field Service, Project Service, and Marketing. We'll also be looking at the new paradigm and features offered through the Power Platform. As the new kid on the block, the Power Platform quickly gained popularity by not being entirely dependent on the typical CRM functionality, but rather by allowing us to build brand new functionality for the organization in a much simpler and rapid manner.

The following topics will be covered in this chapter:

  • What is Dynamics 365 really?
  • Global data center locations for Dynamics CRM Online
  • What do you need to customize Dynamics CRM?
  • Opening a free 30-day trial of Dynamics 365 for Sales
  • Configuring a domain name for your environment
  • Integrating with Office 365 E3 trial services

In this chapter, we will first look at what environment we need to complete the examples presented in this book. We will create a new environment based on a Microsoft Dynamics 365 Online 30-day trial. This approach will give us the means to experiment with a trial environment for free.

Let's get started!

Understanding what Dynamics 365 really is

Dynamics 365 is an umbrella marketing term describing several platforms and functional products. The various applications under this branding include the following:

  • Sales
  • Customer Service
  • Field Service
  • Human Resources
  • Finance and Operations
  • Retail
  • Project Service Automation
  • Marketing
  • Artificial Intelligence
  • Mixed Reality
  • Business Central

A detailed look at these applications will show that, at their core, these are the next evolution of the Dynamics CRM, Dynamics AX, and Dynamics NAV platforms. Some have organically evolved into what they are now, while others have received a major update with the move under the Dynamics 365 umbrella.

As mentioned before, the focus of this book is centered around the former Dynamics CRM platform, and how the separate modules evolved from it, becoming the following:

  • Dynamics 365 for Sales
  • Dynamics 365 for Customer Service
  • Dynamics 365 for Field Service
  • Dynamics 365 for Project Service Automation
  • Dynamics 365 for Marketing

Whereas before, you were buying a package that included most of these, now you have the flexibility to select only the modules you need when choosing the cloud SaaS offering. This allows your organization to start with, let's say, Sales, and later expand into Customer Service.

Note that if you still choose to purchase the on-premise deployment option, which continues to be available, you will continue to get the same model that we've all seen in Dynamics CRM, with modules for Sales, Service, and Marketing. But the real value is in the cloud offering, where additional services and functionality are abundant.

Along with the standard platform functionality provided, we have a wide range of customization options, allowing us to extend and further customize solutions to satisfy a large range of other business scenarios. In addition, we can integrate this platform with other applications and create a seamless solution spanning across multiple platforms.

While it is by no means the only available platform on the market today, Microsoft's Dynamics 365 is one of the fastest-growing platforms and is gaining large acceptance at all levels (from small to mid-size to enterprise-level organizations). This is because of a multitude of reasons, some of which include the following:

  • The variety of deployment options
  • The scalability
  • The extensibility
  • The ease of integration with other systems
  • The ease of use

Deployment options include the SaaS (cloud) offering, which provides the most advanced functionality, the classical on-premise deployment, and (not as common anymore) a third-party hosted solution, which is just another model of an on-premise deployment.

For the purpose of this book, we're looking at the SaaS model and we're leveraging a 30-day trial. Once you have a trial in place, you can turn this into a paid subscription when you're ready to move to production.

A recent development gives us the ability to host a virtual Dynamics 365 (CRM) environment in Azure. This offloads the cost of maintaining the local infrastructure in a fashion similar to a third-party hosted solution, but takes advantage of the scalability and performance of a large cloud solution maintained and fully supported by Microsoft.

The white paper released by Microsoft (which you can read at http://www.microsoft.com/en-us/download/details.aspx?id=49193) describes the deployment model using Azure Virtual Machines.

In the next sections, we will look at some of the benefits that Dynamics 365 provides.

Scalability

Dynamics 365 can scale over a wide range of deployment options—from a single box deployment (used mostly for development) to a cloud offering that can span over a large number of servers and host a large number of environments. The same base solution can handle all the scenarios in between with ease.

Let's now see some of the extensibility features.

Extensibility

Dynamics 365 is a rapid-development platform. While the base offering comes in prepackaged functionality for Sales, Customer Service, Field Service, Project Service, and Marketing, a large variety of solutions can be built on top of the Dynamics 365 platform. The extensibility model leverages the Common Data Model (CDM) along with the Common Data Service (CDS) for apps, which is also an integral part of the Power Platform. This allows power users, nondevelopers, and developers alike to build custom solutions to handle various other business scenarios or integrate with other third-party platforms.

Microsoft AppSource is a great example of such solutions that have been built to extend the core platform, and is offered for sale by various companies. These companies are called independent software vendors (ISVs), and they play a very important role in the ecosystem created by Microsoft. In time, and with enough experience, some of them become the go-to partners for various implementations.

If nothing else, AppSource is a cool place to look at some of the solutions created and search for specific applications. The idea of the marketplace became public sometime around 2010 and was integrated into Dynamics CRM in 2011. At launch, it was designed as a searchable repository of solutions. It is a win-win for both solution providers and customers alike. Solutions can also be rated, thus giving customers better community feedback before they commit to purchasing and implementing a foreign solution into their organization.

AppSource can be found at https://appsource.microsoft.com/.

When navigating to the AppSource home page, you will be presented with a search option right at the top of the screen, as shown in the following screenshot:

Now you have the option to filter your results by platform/product, standard categories, or industries. In addition, you can easily search for a specific solution using keywords or the name of the solution or ISV.

When searching for a solution provider, all solutions from that provider are listed, and you can further drill down by using the choices in the sidebar.

As mentioned previously, the community rating is clearly visible and provides the necessary feedback that you should consider when evaluating new solutions.

In addition to third-party and ISV solutions, starting with Dynamics 365, your organization might now choose to create a specific line of business applications and make them available to specific user groups. You can access these by extending the Dynamics 365 dropdown from the top-most navigation bar. This will bring up the left pane, which lists the standard Microsoft solutions and any other custom solution provided by the enterprise, as follows:

Microsoft recognized early on that a disparate system does not hold as much value as an integrated one. As such, various capabilities have been provided for better integration. In addition, some of the partners in the ecosystem have also provided their own solutions. Let's look at some of these capabilities in the next section.

Ability to integrate with other systems

There is a large variety of integration options available when working with Dynamics 365. In addition, various deployment options offer more or fewer integration features. With the Dynamics 365 Online (SaaS) model, you get more configurable integration options with cloud services, while the on-premise solution typically requires a more intensive effort to achieve integration. Here is where third-party tools shine.

You can use specific connectors provided by either Microsoft or other third-party providers for integration with specific solutions. This again varies depending on the deployment model and the integration service or tools used.

Microsoft provides services such as Power Automate Flows or Logic Apps. These services provide a large variety of prebuilt connectors and facilitate a user-friendly experience when designing and implementing integrations with external systems.

When the aforementioned connector options are not available, you can still integrate with other solutions using a third-party integration tool. This allows real-time integration with legacy systems. Some of the most popular tools used for integration include the following:

Let's look at some of the features that were introduced for better user experience in the next section.

Ease of use

Dynamics 365 offers users a variety of options to interact with the system. You can access Dynamics 365 through a browser (now with support for all recent versions of the major browsers).

In addition, a user can interact with the system directly from the very familiar interface of Outlook, or through the App for Outlook if you're using the web version. The Dynamics 365 connector for Outlook allows users to get access to all of the system data and features from within Outlook. In addition, a set of functions built specifically for Outlook allows users to track and interact with emails, tasks, and events from within Outlook. Similar functionality is now built into the App for Outlook.

Offline support still remains the biggest benefit of using the Outlook client. Data can be taken offline, work can be done while you are disconnected, and then the data can be synchronized back into the system when connectivity becomes available again.

For mobile users, Dynamics 365 can be accessed from mobile devices and tablets. Dynamics 365 provides a standard web-based interface for most mobile devices, as well as specific applications for various platforms, including Windows-based tablets, iPads, and Android tablets. With these apps, you can also take a limited sub-set of cached data offline, create new records, and then synchronize them back to the platform the next time you go online. The quality of these mobile offerings has increased exponentially over the last few versions, and new features are being added with each new release.

In addition, third-party providers have also built mobile solutions for Dynamics CRM. Resco, for example, is leading the pack with a very robust mobile client for Field Service with full offline support.

With the ability to build additional apps leveraging the unified interface, users can now also have a specific line of business application built for their mobile clients that is controlled at the enterprise level. For the most part, these apps can be built through configuration alone, and are an easy way for organizations to provide only specialized functionality to mobile clients, thereby removing clutter and making life easier for the user.

Global data center locations for Dynamics CRM Online

Dynamics CRM Online is hosted at various locations around the world. Preview organizations can be created in all available locations, but features and updates are typically rolled out on a schedule, which is faster in some locations than others.

The format of the Dynamics CRM Online Organization URL describes the data center location. As such, the standard format is https://OrganizationName.crm[x].dynamics.com.

The OrganizationName phrase is the name you have selected for your online organization. This is customizable and is validated for uniqueness within the respective data center.

The [x] represents a number. At the time of writing, this number can be anywhere between 2, 4, 5, 6, 7, 9, or no number at all. This describes the global data center that is used to host your organization.

Microsoft has chosen to disclose the locations of data centers used on the Office 365 site. The following screenshot shows the available locations at the time of writing:

New data centers are being added on a regular basis. Some of the drivers behind adding these new data centers revolve around not only performance improvements, as a data center located closer to a customer will theoretically provide a better performance, but also a need for privacy and localization of data. Strict legislation around data residency has a great impact on the selection of the deployment model by customers who are bound to store all data locally to the country of operation.

These data centers share services between Dynamics 365 Online and other services, such as Azure and Office 365.

Advantages of choosing Dynamics 365 Online

The decision to select one hosting model over another for Dynamics 365 is typically driven by a multitude of factors, including, but not limited to, the following:

  • The better feature set
  • Financially backed uptime guarantee
  • Extended compliance
  • Scalability
  • Time to market
  • Integration with other online services

Over the last few years, there has been a huge increase in reliance on the cloud. Microsoft has been very focused on enhancing its Online offering and has continued to devote more functionality and more resources to support the cloud model. As such, Dynamics 365 Online has become a force to reckon with. It is hosted on a very modern and high-performing infrastructure. Microsoft has invested literally billions of dollars in new data centers and infrastructure. This allows new customers to forego the necessary expenses for infrastructure associated with an on-premise deployment.

Along with investments in infrastructure, the service-level agreement (SLA) offered by Dynamics 365 Online is financially backed by Microsoft. Depending on the service selected, the uptime is guaranteed and backed financially. Application and infrastructure are automatically handled for you by Microsoft, so you don't have to retain staff to handle these functions. This translates to much lower upfront costs, as well as reduced costs for ongoing maintenance and upgrades.

The Dynamics 365 Online offering is also compliant with various regulatory requirements and backed and verified through various third-party tests. Rules, regulations, and policies in various locales are validated and certified by global and local organizations. Some of the various compliance policies that are evaluated include, but are not limited to, the following:

  • Data privacy and confidentiality policies
  • Data classification
  • Information security
  • Privacy
  • Data stewardship
  • Secure infrastructure
  • Identity and access control

All these compliance requirements conform to regulations stipulated by the International Standard Organization (ISO) and other international and local standards. Independent auditors validate standards compliance. Microsoft is ISO 27001 certified.

The Microsoft Trust Center website is located at http://www.microsoft.com/en-us/trustcenter/CloudServices/Dynamics. This website provides additional information on compliance, responsibilities, and warranties. Whenever the platform is updated to comply with new regulations, you can find the information at this website. Take GDPR as one of the most recent examples of regulations with a potentially global impact. This site has an entire section dedicated to this topic and guides the reader through what's needed for an organization to remain compliant.

Furthermore, choosing the cloud over a standard on-premises deployment offers other advantages around scalability, faster time to market, and higher value proposition.

In addition to the standard benefits of an Online deployment, one other great advantage is the ability to spin-up a 30-day trial instance of Dynamics 365 Online and convert it to a paid instance only when you are ready to go to production. This allows customizers and companies to get started and customize their solution in a free environment, with no additional costs attached. The 30-day trial instance gives us a 25-day license instance that allows us to not only customize the Organization, but also test various roles and restrictions.

In the next section, we will learn about the prerequisites needed to customize Dynamics CRM.

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Key benefits

  • Discover impressive Dynamics 365 features to transform your business and increase productivity
  • Leverage the platform’s extensibility to meet your organizational needs
  • Understand how Power Platform powers Dynamics 365 and enhances its integration capabilities

Description

Microsoft Dynamics 365 provides a vast array of tools and applications to meet various Customer Engagement requirements. This Customer Relationship Management (CRM) guide covers the latest advancements in Dynamics 365 and Power Platform that help organizations adapt to changing market conditions for agility and resilience. With this book, you'll explore the core platform functionality of Dynamics 365 and explore its wide range of components for transforming your business with new services and capabilities. You’ll learn the basics of configuration and customization to enhance the functionality of Microsoft Dynamics 365 CRM and create solutions and custom applications by leveraging features such as apps, portals, automation, and business intelligence. As you advance, you’ll understand how Power Platform drives Dynamics 365 and how various integration capabilities add value by providing a comprehensive view of data aggregated across different systems and data sources. Finally, you’ll delve into core administration concepts that will help you to manage extensions added to the platform. By the end of this book, you’ll have learned how to tailor Microsoft Dynamics 365 to fit your organization’s requirements and tweak the platform to meet your business needs.

Who is this book for?

This book is for customers and project stakeholders, new functional consultants, business administration users, and project managers looking to get up and running with the latest features of Dynamics 365 and Power Platform. This guide will help non-developers become acquainted with a no-code approach to customization and configuration. A basic understanding of relational data and customer management concepts will help you get the most out of this book.

What you will learn

  • Get to grips with Power Platform for building and enhancing Dynamics 365 apps
  • Integrate Dynamics 365 CRM with Microsoft 365, Azure, and other platforms
  • Discover how you can customize existing entities and create new ones
  • Explore various security features and grant users access to CRM data and functions
  • Find out which CRM attributes are used to automate operations with programming
  • Use internal and external social data to help users to make informed decisions

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Table of Contents

19 Chapters
Section 1 - Platform Structure and Extensibility Capabilities Chevron down icon Chevron up icon
Getting Started with Dynamics 365 Chevron down icon Chevron up icon
Dynamics 365 Platform Structure Chevron down icon Chevron up icon
Section 2 - Default Modules Available with the Platform Chevron down icon Chevron up icon
Dynamics 365 Sales Application Chevron down icon Chevron up icon
Dynamics 365 Customer Service Chevron down icon Chevron up icon
Dynamics 365 Field Service Chevron down icon Chevron up icon
Dynamics 365 Project Service Automation Chevron down icon Chevron up icon
Dynamics 365 Marketing Chevron down icon Chevron up icon
Section 3 - Customization, Configuration, and Extensibility Chevron down icon Chevron up icon
Dynamics 365 Customer Engagement and Power Platform Chevron down icon Chevron up icon
Customizing Dynamics 365 Chevron down icon Chevron up icon
Building Better Business Functionality Chevron down icon Chevron up icon
Section 4 - Integrations Chevron down icon Chevron up icon
Out-of-the-Box Integration Capabilities Chevron down icon Chevron up icon
Custom Integration Capabilities Chevron down icon Chevron up icon
Section 5 - Administration Chevron down icon Chevron up icon
Core Administration Concepts Chevron down icon Chevron up icon
Other Books You May Enjoy Chevron down icon Chevron up icon

Customer reviews

Rating distribution
Full star icon Full star icon Full star icon Full star icon Half star icon 4.3
(3 Ratings)
5 star 33.3%
4 star 66.7%
3 star 0%
2 star 0%
1 star 0%
Marie Conti Jun 20, 2021
Full star icon Full star icon Full star icon Full star icon Full star icon 5
I am an MCT and a trainer for Power Platform. In my courses I often notice that my participants are very interested in the topic, but often came across it by chance, for example because they want to automate processes with SharePoint lists. The possibilities of Dataverse are new to many, and this is because the relationship between Power Platform and Dynamics is not known. This book closes the gap. It introduces the basic modules of Dynamics, gives a good overview, and then moves on to Customization and Power Apps. In the meantime, I recommend this book in Power Platform trainings when participants have no Dynamics experience.have. As a basic book, I can recommend it absolutely. By the way, whether you are "forced" to rate it or not, neither the book nor the author can be held responsible for that. It is a pity when such ratings lower the average of a recommendable book. A pity and unnecessary.
Amazon Verified review Amazon
Mark D. Slosberg Feb 23, 2021
Full star icon Full star icon Full star icon Full star icon Empty star icon 4
This is a solid book that covers the breadth of the Dynamics365 “CRM” platform as offered by Microsoft. It serves the basic needs of someone who is both trying to understand the many elements of the platform and get started implementing on a firm footing lowering the risk of a runaway “customization” project both budgetary and timeline.While well-written and seemingly “accurate” its challenge is somewhat the same as Microsoft’s in that they struggle to leverage off a convoluted definition of what the definition of “CRM” is. What Microsoft has is actually an application development platform that has been tailored for a diverse set of pre-written business application supporting Sales, Marketing, Customer Service, Field Service and Project Services that all hang off of a core “Common Data Model”. You can implement any one or more of these pre-written solutions and have them all speak (relatively) cleanly to one another.The challenge is that is is complicated and difficult to process. This first part of this book goes a long way to a better understanding of the products and how they fit together. Essential for understand the sales mumbo-jumbo that comes either from Microsoft and/or its implementation partners because rarely, if ever, can you do an implementation of this product without heavy customization and tailoring that makes it anything but an “out of the box” experience. This first part is valuable for business decision makers and IT Management.From there the book takes on a decidedly technical direction covering topics like the “details” of customization and configuration, integration and application management. While it isn’t detailed enough to actually train you on how to really do anything or give you any hint about the fact that as a cloud-based platform Microsoft is changing the details quarterly (or even more often) which requires one to be immersed in the “community” of support to keep up or heavily reliant on your chosen integrator it will help you better understand the challenges that await you.This section is valuable for IT Management in that it’s breadth does give you a framework to keep control of your integrator or internal team by helping you draft contracts that can keep your integrator or internal development and operations team honest.One thing that I wished that it had was more “user” perspective. The challenge implementing projects that drive the users to upgrade and “digitize” tradition business process as the D365 platform facilitates is that ultimately the success of the project is driven by the level of enthusiasm and adoption exhibited by the users. It touches briefly at the end on Microsoft’s fast-emerging Power Platform built around the D365 core but vastly extending the ability to deliver high quality mobile and highly tailored applications that have the potential to make users very happy and willing to adopt and make the project successful. This is a missed opportunity but one that could be addressed in a subsequent volume.
Amazon Verified review Amazon
Mar Llambí Feb 11, 2021
Full star icon Full star icon Full star icon Full star icon Empty star icon 4
If I had to suggest this book to someone, it would undoubtedly be any functional specialist who wants to step in the Dynamics world or wants to update. I do consider that it is a book that touches on all the details of Dynamics 365 and all its modules, however it does not go into the detail that a truly technical specialist consultant would need.What I LIKE:The author strategically introduce to us all the elements of the platform while describing the modules that Dynamics 365 is made of. The author offers us several tips and exposes many details of the use of the functionalities. In addition, I must emphasize how he gets the reader familiar with everything behind the "curtain". I must admit that my favorite section as a technical profile is chapter 12, where it is indicated "how to open the platform".What I DON'T LIKE:After reading the book I have a strange feeling of not understanding what the original purpose of it was. It seems to me that it delves too little to be a technical manual, the last section is superfluous if it wanted to be an introductory and functional manual and sometimes I think that it delves into few things (Like the Customer Service chapter, where I miss more detail).Like many books in the Power Platform world, there are certain functionalities /names that are already deprecated and it is a pity, because these don't benefit the book.Finally, although the book has seemed very complete, I have honestly not seen a high added value over other existing documentation.
Amazon Verified review Amazon
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