Microsoft Dynamics CRM 2013 - Radical Innovation from Microsoft with the new Process Based User Interface for Dynamics CRM

Radical Innovation Really?

Yes I know that the words Radical and Innovation are not normally associated with Microsoft.  I've been working as a Microsoft partner for the last 4 years and at Microsoft itself for the 6 years before that and I'd have to say that Microsoft have traditionally made their name as a "Fast Follower" in the IT industry, at least over the last 10 years anyways.  But I would definitely say that at least with this new version of Dynamics CRM the words "Radical" and "Innovation" do apply. 

Radical in that the User Interface with this new product is significantly different from the previous Dynamics CRM User Interface.  Users of the old product will have some challenges in getting used to the new user interface.  Innovative in that in my experience across all the major ERP and CRM products (SAP, Oracle, SF.com, etc.) I have yet to see a User Interface quite like this one.

The New Process Based User Interface

Traditional CRM and ERP application require users to navigate to various screens to do various activities and tasks.  For example you might navigate to the Account to update some customer information then open up an Order screen to enter in an Order against that customer then decided to create an Appointment to meet with the customer to get the Order signed and then go back to the Order screen to process or close the Order. 

Invariably then users were navigating to several different screens and were left searching for information.  If they were lucky they had an application that was fully integrated with Outlook and other tools to avoid rekeying.  In some cases the information from several areas of the application might be combined together into one screen to make it easier to enter in the data.  But that assumed one standard process. 

With the new Process Based User Interface for Dynamics CRM, users can configure the application around their business processes not the other way around.  You can now have multiple different processes for multiple different business scenarios and you don't have to navigate around to various screens to complete a process.  In our previous example instead of navigating around to 4 different screens you can sit in one screen and the application brings the data relevant to that particular step in that particular process to you for each step in the process.  You don't have to go look for things.  The system serves it up to you.  If the process you use to sell one particular product is slightly different than the process you use for another product then you can configure those different processes in the system and switch between them depending the product you are selling.  The system changes to match your process.  You don't change your business processes to match the system. 

What are the benefits then of this new User Interface...

1. The application more closely replicates how you do business;
2. It will be easier to train users on the system;
3. It becomes easier for new employees to learn your business processes and you need less knowledge to navigate your business;
4. You can more easily enforce process compliance;
5. Few clicks, fewer screens to navigate to and a generally better user experience;
6. Less time searching for information; and
7. Easier to use from a mobility perspective as everything is brought to the one screen when you need it.  

Business Rules Engine - Power in the Business Analysts hands

In addition to the new Process Based User Interface, Microsoft had extended the tools that people can use to build business rules into their CRM Application.  With the new Business Rules Engine, Business Analysts with a relatively moderate IT skill set can configure how the application responds to users.  Making a field required to be entered is just a few clicks.  Having a whole section of a form to appear or disappear based on the answer to a specific question is just a few clicks.  Giving the user feedback when they've entered in an incorrect value and giving the guidance on how to enter in the correct value just a few clicks. 

Combine this with the new Process Based User Interface and you can have different business processes and different business rules for each process configured into your business application thus more closely matching how you do business.  Again all this is accessible by the user from just one screen for each business process. 

 

 

Microsoft Embraces Mobility

Along with the new Process Based UI and the new Business Rules Engine that Microsoft has released with Dynamics CRM 2013, Microsoft are also in the process of releasing newly reengineered mobility clients for iPad, Windows Tablet, Android and iPhone.

All three of these innovations (Mobility, Process Based UI and the new Business Rules Engine) are complimentary.  User can now sit are the mobility device of their choice and have all the information brought to them in on screen that they need to perform their job function.  All of this is presented in a Mobility User Interface that is optimised for touch and easy to use. 

 

 

How will the Market react?

I've demonstrated this new UI personally to a number of customers and prospects since the product was released earlier this month.  Existing eSavvy Customers were also treated to a sneak pre-view of the new UI during the last eSavvy Dynamics CRM User Group meeting.  The feedback from customers and prospects has been overwhelmingly positive.  Users appreciate how much the application can now adapt to how they want to use it and how easy it will be for them to use. 

The only challenge I see is getting users used to this new way of thinking.  People who have been constrained by the classical layout that business applications have had over the last 20 years will need to break down that paradigm and raise their expectations in terms of how business applications will meet their needs.  It's a challenge though that I'm sure people will be happy to rise to. 


David Goad is the Managing Director for eSavvy – Microsoft Dynamics CRM Gold Certified Partner. eSavvy is an award winning Microsoft Dynamics CRM Partner staffed by some of the most experienced solution and technical architects in the Microsoft partner channel. We build and deliver relationship management solutions based on the Microsoft Dynamics CRM platform for large enterprises as well small and midsize businesses in Australia.

Microsoft's Latest Release of Dynamics CRM Online - The Last Chink in the Armour Filled

I've been selling Microsoft Dynamics CRM for a long time.  There were always value points for Microsoft Dynamics CRM over the competition such as the Microsoft Outlook Integration, the Price and the ability to customize the solution in a easy and quick way (often referred to as Extended CRM or xRM) but there were also weak points in the Dynamics CRM solution that the competition would pick on as well. 

Microsoft filled a lot of those weak points when they first released Dynamics CRM Online some two years back but there were two things that still came up again and again.  Clearly the competition was trying to take advantage of Dynamics CRM's weak points.  These were...

1. Cross Browser Support (including Support for iPad); and
2. Providing a Simplified User Interface.

... neither of which Dynamics CRM was good at.  Well in the latest release of Microsoft Dynamics CRM both of those problems have been "largely" solved. 

Dynamics CRM Cross Browser Support

The problem with a lot of customers was that they had already made investments in non-Microsoft technologies such as iPad and Android Tablets.  They weren't willing to give up on those investments and it took a while for Microsoft to realise that the Desktop and Laptop were tools of the past and the Tablet was the tool of the future and that for the time being Microsoft was not the dominant player in the Tablet.  Well with the latest release of Microsoft Dynamics CRM Microsoft have corrected that oversight.  Below is a list of the browsers and platforms that Microsoft Dynamics CRM now supports.  So if you are an avid Apple Desktop or iPad user your investments in those tools can be maintained and you can have Microsoft Dynamics CRM Online too!

 

 

 

With the Multi-Browser Support Microsoft has also provided a limited iPad Client a screen shot of which is shown here...

 

 



 

Providing a Simplified User Interface

When doing demo's of Microsoft Dynamics CRM Online often customers would complain that Dynamics CRM looked too complex and they liked the simplified user interface of the competition.  As a sales person we would go to great lengths to configure CRM simplify the UI to counteract that conclusion.   Well with the latest release of CRM Online Microsoft have started moving to a simpler "Process Based User Interface".   The idea is that the UI changes depend on what stage you are at in terms of your business process and that the business process is built into the system. That same business process is largely user configurable to your own specific needs.   An example of the new User Interface is show here...

 

 

So now when I walk into customers I can tell them that the solution works across all platforms and is simple to use.  Two additional value points which most of my customer appreciate.  Add to this the lower price than the competition and the traditional strength of the CRM to Outlook Integration and really you have an unbeatable combination. 

Now when customers ask me how I position CRM against the competition I simply say " we can do everything they can do... but just cheaper."    This is a story that all my customers understand and appreciate.

David Goad is the Managing Director for eSavvy – Microsoft Dynamics CRM Gold Certified Partner. eSavvy is an award winning Microsoft Dynamics CRM Partner staffed by some of the most experienced solution and technical architects in the Microsoft partner channel. We build and deliver relationship management solutions based on the Microsoft Dynamics CRM platform for large enterprises as well small and midsize businesses in Australia.