CRM and OfficeWord文档格式.docx
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CRM and OfficeWord文档格式.docx
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JeffKelleran,GroupProgramManager,DynamicsCRM
Published:
October9,2006
Introduction
MicrosoftDynamicsCRMisafast-growingbusiness.WeowemuchofthatsuccesstoourintegrationwithOffice.Specifically,ourintegrationwithOutlookisthemostfrequentlycitedreasonforpurchasingDynamicsCRMbyourcustomers.
Evenso,thereisa“greenfield”ofopportunitytomoretightlyintegrateDynamicsCRMwithotherOfficetechnologies.ThepurposeofthisdocumentistoexplorethepossiblesynergiesbetweenDynamicsCRM,Office,OfficeServer,UnifiedCommunications,andOfficeLive.Thisdocumentisnotintendedtobeastrategydocument,butratheranexplorationofthepossibilitiesrelatedtocombiningtheseproducts.WeexpectthisdocumenttostimulateanumberofconversationsaspartoftheOffice14planningprocess.
OpportunityFramework
TheopportunitiesforintegratingDynamicsCRMwithotherOfficetechnologiesintheO14timeframecanbebroadlycategorizedasfollows:
∙BreakthroughCRM:
ThereisarichsetofCRMscenariosthatwecanbuildontopofOffice(Office,OfficeServer,andUnifiedCommunicationsproducts).ThebreakthroughwillcomebytightlyintegratingtheseOfficetechnologiesintoourhighlystructured,processfocusedCRMscenarios.CRMasaproductcategoryhasbeenaroundalongtime–butithasneverseendeepintegrationofworldclassdocumentauthoring,contentmanagement,andcommunicationsoftware.
∙BusinessawareOfficeapplications:
Officehasbuiltagreatsetofcapabilitiesaroundcreating,storing,organizing,andsearchingbusinessrelatedcontent.Yet,itisverydisconnectedfromthebusinessprocessesthatsurroundthatcontent.BysurfacingthesebusinessprocessesthroughouttheOfficeexperiencewecanincreaseuserproductivityandincreasetheoverallvalueoftheOfficesystem.
∙SharePoint-thebusinessapplicationsplatform:
MicrosoftmusthaveacompetitiveresponsetotheworkthatS,Google,andothersaredoingtoestablishthemselvesasplatformsforthenextgenerationofweb-enabledbusinessapplications.SharePointandCRMeachhavearichunderlyingtechnologyplatform.SharePoint’splatformisprimarilytargetedatdocumentandlistmanagement,whiletheCRMplatformisprimarilytargetedathighlystructured,relationalinformationandprocessmanagement.Thereisahugeopportunitytobringthesetwotechnologiestogetherasasingle,robustplatformforbuildingenterprise-classbusinessapplications.WhiletheOffice14timelineisshort,webelievethatwecouldofferaSharePointbranded“EnterpriseApplicationSystem”.ThiswouldbeanupsellfromWSSandMOSS.ThisintegratedofferingwouldbethefoundationforourLivebusinessapplications(OfficeLiveandCRMLive),andacriticalcompetitiveresponsetoS,Google,andothers.
∙Integrated“Live”offerings:
Asacompanywehaveanumberofseparate“Live”offers-OfficeLive,LiveMeeting,CRMLive(comingsoon!
),WindowsLiveMail,HostedExchange,etc.Manyofourcustomerscenarioscrossthesedifferentapplications.WithoutintegrationoftheseofferingsourcustomerswillneverseetheseamlessexperiencetheyareexpectingacrossMicrosoft“Live”applications.Integrationisrequiredonmultiplefronts:
Sales&
Marketing,datacenteroperations,customerbillingsystems,andproduct(e.g.authentication,etc.).CompetitorslikeSarecertainlythinkingabout“allup”solutions;
wemustbethoughtfulanddeliberateaboutintegratingourofferingsifwewanttowinintheworldofLiveservices.
BreakthroughCRM
NovendorhasbuiltacompellingproductivitysolutionthatcombinescoreCRMbusinessprocesseswiththepowerofOffice(Officeclient,SharePoint,andUCG).WithDynamicsCRMwehavescratchedthesurface,butthereisasignificantopportunitytoshiftthemarket’sthinkingaroundwhatCRMisallabout.Wehavetheopportunitytobuildaproductivityfocusedsolutionthatallowspeopletocapturedataeffortlessly(throughOutlook,UCG,etc.),tocollaboratebroadlyacrosstheorganization(throughSharePoint),andtobuilduponafamiliarsetofproductivityapplications(Office)thatisalreadydeployedwidelythroughoutourtargetcustomerbase.WebelievethesebreakthroughswillgreatlyexpandtheCRMsoftwarecategoryasweknowittoday.OursoftwarewillberelevantforamuchbroaderaudienceanditwillbeanaturalextensionofhowourcustomersareusingOfficetoday.
Automateddatacaptureandassistance
OneofthemostcommonfailurepointsforCRMislackofdataentry;
peoplesimplydon’twanttogotothetroubleofcatalogingtheinformationinCRM.Withoutthecriticalmassofinformation,thesystemfails.Wewanttomakeit“automatic”totrackthesecustomerinteractionsinCRM.Examplesofwherewecouldautomatethedatacaptureincludeemail(wehavedonealotofworkonthisalready,butwestillhavealotofroomtoimprove),chat,andVOIP.
Wewanttotakethisideabeyondjustcapturingthedatatoassistingouruserswithactingontheinformation.Asimpleexampleofthisisaroundemailmanagement.Whenasupportincidentisreceivedfromacustomer,thefirststepisautomaticallycapturingtheemailinoursystem.Thenextstepishelpingacustomerservicerepresentativewithsuggestedresponses(lettingthemchoosefromasetoftemplateresponsesthatcorrelatetothetypeofissue/emailthatwasreceived).
Theinternetfacingbusiness
Ourcustomers’businessesarebeingtransformedbytheinternet.ThisaffectsthefullrangeofthecustomerlifecyclefromSales&
Marketing(howdoItargettherightaudience,howdoIpurchasesearchkeywords,howdoIcollectinformationaboutpotentialcustomers,etc.)toSupport(howdoIinteractwiththecustomer,howcanthecustomerhelpthemselvesthroughmycorporatewebsite).SomepossibleareasofintegrationincludeOfficeLive(hostingofself-servicecustomerportalswouldtieinnicelywiththeOfficeLivewebsitehostingcapabilities),andUCG(enablingnewchannelsofcommunicationsuchaschatandVOIP,particularlyforservice/support).
CRMworkspaces
SharePointistheperfectcanvasforsomethingwearecalling“CRMworkspaces”.ThisissomewhatakintotheworkthatProjectServer2007hasdonetosurfaceaviewofa“project”inSharePoint.ACRMworkspacewouldbebuiltaroundanyCRMentityinstance(e.g.anAccountPage,OpportunityPage,ServiceIncidentPage,etc.).Theseviewscouldbespecificforeachrole(e.g.manager’sview).Furthermore,theycouldeasilybeextendedacrossthefirewallaspartofaportalsothatexternalparties(e.g.partnersorcustomers)couldalsocollaborate.LikeProject,itwouldbepossibletopackagetheseworkspacesindependentlyfromourcoreproductoffering(essentiallylight“starter”workspacesforCRMrelatedentities).
Asanexample,thetypesofthingsyoumightfindinaCRM“opportunityworkspace”mightinclude:
∙Recentactivitiesrelatedtotheopportunity(phonecalls,emails,etc.)
∙IntegratedLiveMeetingcapabilities
∙Presenceinformationforotherteammembersthatareparticipatingontheopportunity.Thismightalsoincludeexternalparties(partnersandpossiblyeventhepotentialcustomer).
∙Issueslist(withassignedownersstatus)
∙Documentlibrary(thatwouldinclude,quotes,RFP,etc.)
∙Projectschedule(tiestoProjectServerwithintegrationtothesalesstageinformationfromCRM)
∙Blog(noteswouldbecapturedinCRMandthiswouldalsoallowteammemberstosubscribetoblogentries).
Teams
ThecurrentversionofCRMdoeshavea“team”construct,butwehaveonlyscratchedthesurfaceonhowtheteamconstructappliestoCRM.Wehavealotofroomtogrowintermsofhowteamsareformed,howworkisassignedtoteams,howtheteammodelimpactsthesecuritymodel(whatinformationisvisibletoauser),howitaffectsnotifications–alonglistofareasforustoinnovate.
ItwillbecriticallyimportanttoalignoureffortshereforO14-withoutacommonconstructforteamsitwillbedifficulttomakethesescenariosworkacrossthevariousOfficeapplications.
Dynamiccontent
CRMisripewithexamplesofever-changing,dynamiccontent.Examplesincludeknowledgebasearticles,salesliterature,andproposaldocuments.Itneedstobeverynaturalforuserstoaccessthesecontentrepositoriesandeasyforthemtosearch,create,andeditthesetypesofcontent.WecouldleverageSharePoint’sDLCcapabilitiestoprovideastrongbusinessprocessstructurearoundtheseCRMspecificcontentareas.TherearealsopossibilitiesforSharePoint’s“wiki”feature(aneasywayforpeopletocollaborateonfast-changingdocuments).
CompositeAppPortals-Collaboratingacrosstheorganization
ThevalueoftheinformationinaCRMsystemextendsfarbeyondthecoreusergroupofSales,Marketing,andServiceprofessionals.Inmanycasesthereareotherinternalaudiencesthatneedtocollaborateontheinformation(e.g.theEngineeringgroup).Furthermore,itisbecomingincreasinglycommontocoordinatewithpeople“outsidethefirewall”oncorebusinessprocesses.
Increasingly,weareseeingourcustomerscombinethepowerofDynamicsCRMwithSharePointservertobuildcompositeapplications.DynamicsCRMhasscratchedthesurfaceinthisareawithourListViewwebpart(abilitytoseeCRMViewsinsideofSharePoint).Ourcustomersarebuildingpowerfulbusinessapplicationsthatcombineinformationacrossmultiplelineofbusiness(LOB)applicationsdespitesomeofthehurdles.WebelievethisisakeyareafortheOfficeBusinessPlatformgrouptoinnovate.
Inordertotrulyenablethistypeofsolutiondevelopment
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