There are a couple of different definitions for XRM. One is that the “x” stands for extended, as in extended relationship management. The other definition is that the “x” is a variable, and means “anything” relationship management, such as partner relationship management, constituent relationship management, employee relationship management, etc.
Microsoft Dynamics CRM is platform and not an application, and can be extended to meet any business requirements. Building an XRM application can take the form of customizing the existing customer relationship management applications that are included in Microsoft Dynamics CRM, or by designing completely new line-of-business applications that are not based on the sales, service, or marketing capabilities included in Microsoft Dynamics CRM.
The common thread to all the definitions of XRM and methods of extending it is that your application will use the Microsoft Dynamics CRM as a platform, leveraging the capabilities of the platform to deliver business value to your users.
CRM is beyond
Take the “C” out of “CRM” and you‘re left with Microsoft Dynamics Relationship Management—and that‘s the right way to think about this product. Microsoft Dynamics CRM is not just about sales and marketing. It‘s a platform for developing line of business applications—applications that manage and track information and processes around real-world objects. The object could be a customer, but it could also be a grant, building, or a potential candidate for hire.
The key question is: ―do I need to track the information and activities related to this entity?‖
If the answer is ―yes, Microsoft CRM deserves some serious consideration. “ – Ascentium
And it’s not just about People Relationship Management. It’s also about the Management of Things.
The object could be a customer, but it could also be a grant, building, or a potential candidate for hire.
What you see here are examples of things people have used Dynamics CRM to management.
Microsoft Dynamics CRM platform empowers you to build your data model, create your interface, manage security, setup your relationships and code custom rules via workflows, business process flows, plug-ins and dialogs. The platforms comes with robust business process automation capabilities to help organizations build, streamline, and extend business process automation to users, teams, and people across the enterprise.
If you are trying to convince your organization or a prospect to give MS Dynamics CRM a try; you need to understand and communicate the value of the platform and architecture, not just the value of Sales, Service and Marketing processes.
In the next blog post I will share some successfully business verticals developed on xRM platform. Let me know what else you would like to read about.
Happy CRMing! 🙂