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.