MICROSOFT DYNAMICS CRM
POSITIONING WHITE PAPER
and Microsoft SharePoint
xRM and Microsoft Dynamics CRM
The xRM framework is a component of Microsoft Dynamics CRM, which is a packaged application designed to help organizations manage their customers across marketing, sales, and service activities. Traditional CRM applications were feature-heavy with user adoption
User Experience – Microsoft Dynamics CRM works with familiar productivity tools that our customers use every day—such as Microsoft Outlook®, Excel®, and Word—so users don’t have to switch to other applications or learn how to use other systems.
Relationship-Management Capabilities – Out-of-the-box scenario capabilities are provided to support specific marketing, sales, and service requirements. Other packaged relationship-management capabilities are also provided to help organizations support a complex relationship.
xRM Framework – The need for flexibility and extensibility resulted in the development of a business application framework that allows every component of the application to be adapted to fit a wide variety of needs, ranging from data model, business process, security, and integration up through the user interface.
Service-Oriented Architecture – All of these capabilities are built upon a service oriented architecture (SOA) that supports global enterprise requirements, such as scale and performance. The xRM framework is a foundational component of Microsoft Dynamics CRM.
The xRM framework enables organizations to modify every aspect of the Microsoft Dynamics CRM application to better fit their needs. For customers using Microsoft Dynamics CRM for customer management, the xRM framework provides the flexibility to adapt Microsoft Dynamics CRM to better fit their marketing, sales, and service business requirements. The xRM framework also enables customers to create relational applications to help manage other customer-like relationships. This is accomplished through the following xRM capabilities:
Framework Services – The xRM business application framework is a comprehensive set of application services that can be adapted to fit the needs of most relationship-oriented business application requirements.
Point-and-Click Customization – Each of these services is structured to enable business analysts and non-technical users to define and build solutions through point-and-click, significantly reducing the development time, resources, effort, and associated costs required to create new capabilities and solutions.
Extensibility – xRM also allows deep customizations and extensions to the application through Microsoft .NET Framework and Microsoft Visual Studio®.
xRM Manages “Customer-Like” Relationships
Microsoft Dynamics CRM is designed to help organizations manage their customer relationships. The flexibility of Microsoft Dynamics CRM and the xRM framework enables organizations to leverage the out-of-the-box relationship-management capabilities to
Every organization has relationships they need to manage in order to achieve their business goals. The capabilities required to manage customer relationships are very similar to the capabilities required to manage other types of relationships. The tools used to manage and
The “CRM-Out” Approach
The “CRM-out” approach is a structured progression to provide guidance on how organizations should expand from managing customer relationships to managing other types of customer-like relationships.
Use xRM framework to manage customer relationships:
1. Extend CRM – Enhance marketing, sales, and service capabilities with new features to better support customer relationships, such as customer entitlements for service, or a press and analyst tracking tool.
2. New Customer-Centric Applications – Create new applications that support the primary customer relationship; for example, industry-relevant customer centric applications such as wealth management.
Use xRM framework to manage customer-like relationships:
3. Related to CRM – Create capabilities and applications that support the primary customer relationship; for example, create a property management application as an add-on to customer support in order to more effectively manage customers who lease properties.
4. New Relational Business Applications – Create new applications focused on managing other relationships that are similar to customers, such as constituents, patients, students, vendors, or dealers.
xRM Surfaces the Microsoft Application Platform
In addition to providing core packaged capabilities, the xRM framework also allows organizations to take advantage of the Microsoft Application Platform. xRM surfaces the capabilities of these productivity and infrastructure technologies and connects them as
Allows xRM customers to benefit from the Microsoft investments in these platform technologies.
Enables business applications built with xRM to better fit within an organization’s existing Microsoft technology environment.
Helps organization to better use and maximize investments in Microsoft technologies.
By surfacing these features in the context of a relationship-management application, xRM enables these Microsoft platform technologies to support a broad set of relationship management requirements.
SharePoint Complements xRM
Microsoft SharePoint is an integrated suite of collaboration and content management capabilities for information sharing across organizational boundaries. Many organizations are already familiar with SharePoint in its role as supporting a variety of collaborative
Most end-to-end relationship management scenarios require the ability to extend the business process and data components out to a broader set of resources, internally and externally. SharePoint, as an extension to Microsoft Dynamics CRM and xRM, improves an
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