Dynamics NAV CRM
Managing the relationship with your customers is more than keeping the database of your contacts. Microsoft Dynamics NAV CRM module allows you to get a true insight into your sales and marketing activities helping your staff to improve the work that they do. Create the full sales processes with an opportunity management and improve marketing efficiency with the integrated sales and marketing statistics.
Customer Relationship Management
CRM is short for Customer Relationship Management. CRM provides an overview of your customer relationships. In practical terms, it is done by the CRM functions in the system which is collecting, processing, sharing and using the pieces of information about your customers.
Maintain your existing customers
Dynamics NAV CRM is used to maintain and develop your loyal customers, rather than spending resources on acquiring new ones. This will often be an economic advantage because the cost of obtaining a new customer often exceeds the price for satisfying an existing one.
In many industries, Dynamics NAV CRM is seen as marketing directed at existing customers, as control of traditional marketing.
A Dynamics NAV CRM system can give you the following benefits:
- A decrease in the total cost
- Increased quality and efficiency
- Improved basis for decisions
- Increase your attention to your customers
- Optimizes profitability
- Improved product
Why NAV is still a great tool for the CRM
Dynamics NAV CRM manages Relationship Management or more accurately the way it is simplified, then we’ll focus on the three main uses for CRM; Sales Force Management, Marketing and Customer Services.
Dynamics NAV CRM has, for a long time, had comprehensive functionality around managing contacts, managing segmentation for marketing communications, profiling and classification, opportunity management, campaign management, and managing interactions. However, there are several reasons why people chose not to adopt it. The key reason being that the user interface feels like you are doing the CRM in an ERP system rather than having the dedicated interface for the CRM.
A new Dynamics NAV CRM Role Centre
Recently, Microsoft has added Web Client access but now we have a specialized Sales and Relationship Role Centre which is designed to work on the Phone & Tablet Clients. We think it’s pretty cool and can obviously be extended using our Enhanced Panels and Tiles to customize properly.
Dynamics NAV CRM for Sales Force Management
One of the major needs for any Dynamics NAV CRM system is to manage your Sales Force, Leads, Opportunities, Quotes, and Customer or Prospect Interactions. We can confidently say that Navision is good at that…
Sales Cycles & Opportunity Management
If we think that to properly manage the lead-to-close Sales Cycle you need a bonafide CRM. Nope – Navision manages the entire process from start to finish, which is in many methods better than using the dedicated CRM because you can manage all the proper master information such as the Customers, Items, Prices lists in Navision. You can then convert your quotes directly into invoices without having any worry about passing information between systems.
When setting up the sales cycles we need to think about the Sales Cycle method itself as well as the Close Opportunity codes.
- You can have the different Sales Cycles for your other business.
- Each Sales Cycle exists out of other stages and can represent the stages in progression in the cycle.
- You can identify that at a certain stage the Quote is necessary and you can also skip any stages as you need to.
- You can also link to-dos to each stage of the Sales Cycle.
- When you create an Opportunity, they reflect the sales opportunities you have with your contacts. Opportunities can be linked to either the salesperson, contact, or the campaign. You can also create and manage the opportunities with the wizard.
- With Dynamics Navision CRM, the management of opportunities can be extended using Enhanced Workflow to notify other users, management or customers or to control approvals.
- When an Opportunity is at the right stage in a sales process, the Sales Quote can be made. This can be completely driven from an opportunity card which then creates the link between the sales document and the opportunity itself.
- For the Sales Cycle, there are also probability calculations – these are used to calculate the probability of the opportunity for completing this sales cycle. The probability calculation is based on the values in the Chances of Success (%) and/or the Completed (%) fields located on the Lines FastTab of an opportunity card.
- To help us track success or failure in our sales process we then register Close Codes against the opportunity which allows us to identify why you won or lost a deal.
- Within the CRM we can manage all of the interactions between our business and customer. Interactions can be templated and are used to manage document exchanges, attachments or simply phone and email communications.
- The other great benefit of using the built-in CRM is that the salespeople have access and visibility to the order progression, invoicing and full customer status without having to go to a separate system.
- Imagine rather than having to chase up the order or the quote, you could just ask nOra
NAV CRM for Marketing
People often think that they need a dedicated CRM as they want to have proper Marketing automation, campaign management, profiling, segmenting and integration to emailers like dotmailer. Guess what? NAV can do all that too
Contact Management, Profiling, Segmentation & Marketing
NAV CRM is driven by contacts. The regular Contact Card contains information like the name, the address, job responsibilities, and the phone number as well as relevant business information that helps you improve and personalize your business relationship with your Contacts, such as the data about the company’s size and the ownership.
If you need more data about the Contact we can use the Profiling and Classification to hold a piece of additional information about the Contact.
Once you have the Contacts and leads, you are going to wish to segment them properly and market to them.
- We can use ALL the Contact data to create and split segments in order to decide who we are marketing to. For example making the segment for all the companies in an industry group, business relation or business type. This data can be inherited from the company which the contact is related to.
- Creating the segments is easy and can be done by filtering contacts by any criteria.
- These segmented lists can then be exported to create the marketing and the mailing lists.
Enhanced Dynamics NAV CRM
Visual Segmentation and E-Marketing
While the built-in segmentation is logical we have the brand-new product to enhance this method. We have to build the BI-driven visual segmentation tool, which allows you to create the segments on the fly by looking at data rather than just filtering by criteria. This can then create the segment in NAV and automatically integrate into the market-leading email marketing platform Dot Mailer.
Sometimes there are things that just need to be dealt with! Without stating the obvious; Cases allows any user the ability to log the Case and state what action needs to be taken is right?
Let’s imagine that you have the customer complaining about something – you’d need to provide them a reference so that they know their problem is being dealt with and that all the necessary steps are being carried out.
Any interactions will be managed and handled by the CRM Log and all the related documentation and emails are linked to the Incident for others to access. The incident log can then create any Sales Credit Memos, Invoicing, Service Management Tasks and act as the central point of the Customer Service related problems!
Sometimes it is difficult to get a user to input ‘I spoke to Dave about the price list…’ They spoke to Dave, but this information really is for the benefit of others. Nice addition by The NAV is that of the CRM Log. It’s a more straightforward Task List style screen that can be accessed from all over Navision e.g. from a Card, Opportunity, Incident or Role Centre.
The CRM Logs allow the user to record the action that may be required for a particular contact, such as a phone call on a specific date. Classifications can be entered, the Log can be assigned to other contacts and the created-by date, time, etc. is automatically inserted.
If an action is Open, then the Open Log is shown on the Role Center cues from where the assigned person can access, update and close the Log.
Native Dynamics CRM Integration
So we have been coming at the whole CRM process from NAV as our source of master data, and let’s face it, the center of the universe! But if you already have Dynamics CRM or have a good reason to want to implement it, Microsoft has got you covered.
With the advent of Dynamics 365, Office 365 and the inexorable move to the cloud, there is a need to ensure the different applications in the Microsoft Application stack work properly together. While there are solutions available to write bespoke integrations between Dynamics NAV and Dynamics CRM, Microsoft has now made it easier than ever to have a seamless link between the two applications.
If you have made the decision to implement the Dynamics CRM for the customer engagement and Navision for an order processing and financials, the direct connection enables a lead-to-cash process. This means that the user can work in the product that best suits their role.
Dynamics NAV CRM Synchronisation
With this synchronization, you can view Dynamics CRM data within NAV as well as seeing NAV data in CRM. For example, seeing CRM leads, opportunities, quotes and cases in NAV or perhaps seeing order statuses, balances, invoices in CRM. You can also couple and synchronize certain selected entities between the two.
What’s pretty cool is that the integration is designed in a way that allows the user to navigate between the two applications quickly.
- The user can be in the account page in the CRM, view the factbox data held in Navision, but also visible on the CRM page. Then if more data is needed they just click the Navision link and the relevant card is presented to a user.
- In reverse, they can sit in NAV looking at the Customer record and view CRM data in the NAV factbox, but can quickly navigate to the CRM for opportunities, quotes or cases. The information is still in the CRM it’s now just easily accessible from the record in Navision. Nice.
CRM Sales Orders
You can manage the Sales Orders in the Dynamics CRM too. Prices and items can be updated in Dynamics CRM by using the mapping and you can synchronize currencies, units of measure, items, and resources, to create a NAV pricelist Dynamics CRM. The Sales Order can be created in the CRM then fulfilled and have the pricing done in Navision. Posting the Sales Order in Dynamics NAV will update the status in the Dynamics CRM.
Easy to setup
Another nice thing that Microsoft has done is to utilize the new assisted setup wizard to manage the connection, so instead of spending thousands on a custom integration, the setup is done very quickly and easily.
From the connection setup, there is a simple card which takes CRM connection URL and credentials. It then offers a solution for import to CRM using the NAV web client. Next, there is a simple default mapping page which allows the integration mapping for; Contacts, Customers, Items, Resources, Units of Measure and for the Currencies.
Dynamics NAV CRM already knows who bought what, where and when. We can use segmentation, including via BI tools like Power BI to target the specific customers, create a mailing segment and then send to either DotMailer (a well-established e-marketing tool) or the soon to be available the Dynamics 365 Marketing, which when released will be the real revelation!