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Leveraging Microsoft Dynamics CRM 4.0 as an application development
platform to build real world business solutions that go beyond what you
think of as \"Just CRM.\"

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Session Objectives
Show how Dynamics CRM provides a configurable and
extensible app platform
Discuss and demonstrate how Dynamics CRM and
various Microsoft technologies can be used to deliver
fantastic solutions

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Agenda
CRM concepts
Platform basics
User experience
Demos
Decent Time for Discussion

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Introduction
Chris Auld
Executive Director of Strategy & Innovation
Microsoft Regional Director
Implementing „Out of the Box‟ ideas in Microsoft CRM since
version 1.2

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The Challenge of Business Apps

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Traditional CRM

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Microsoft Dynamics CRM Suite

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“Anything” or eXtended Relationship Management
Business application modelling for anything that is
relationship oriented and workflow driven
Particularly suited to ad-hoc human workflow
Examples
Certification processing
Job logging and tracking
Manufacturing defects and recalls
Customer surveys
Funding application processing
Tribe or Iwi Management

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Plays Well in the Sandpit
Flexible deployment
Choose Outlook, browser, or mobile device
Choose to deploy as on-premise or hosted or Live
Standard Toolsets
Relies on common tools and skills
Office, SQL Server, Visual Studio, XML …
Integration and Extensibility
Native Web services / service-oriented architecture (SOA)
Connect multiple systems in real-time

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xRM – Key Themes
Flexible Data Model
Data Model, business layer and UI automatically updated
Relationship Oriented Data
1:N and N:N relationships
Workflows and eventing
Change status, create new entities, assign entities
Model users accounts or queues
Items can be assigned to people or queues

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xRM Key Themes
Scheduling and Task management
Entities can be people of groups and can be assigned tasks
dependent on skills or other entities
Email Integration
Can attach emails to entities or create new ones
Declarative Design
System is configuration driven
Designed to handle change
Reporting
Web UI report builder

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Data Modeling & Data Management
Declarative data modeling
All done via the UI – No SQL Ninja Skills Required
Model real world business problems
Flexible Relationships
One to Many
Many To One
Many To Many
Metadata API – Read and Write Access
Interogate data structure at runtime
Generate user interface based metadata
Import and Export Schema to re-use

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The User Experience
• Natural extension
to Microsoft Office
• Adaptive form navigation and
information delivery
• Personalized for each user
according to job role
• Offline data synchronization and
mobile access
Outlook Browser Mobile Portal Custom

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Accessing the Data
Dynamically generated Web Services
Provides Typed Data Access
Enforces domain validation
Standards based – use from .NET or other language
SQL Views (Filtered Views )
Implements platform security model

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Plugging In…
Stage #1 • Pre-Operation
Stage #2 • Pre-Operation – System
Stage #3 • Platform Operation
Stage #4 • Post-Operation-System
Stage #5 • Post-Operation

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Workflow
Windows Workflow Foundation
Workflow Wizard
Visual Studio Designer
Fully integrated with platform

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Reporting
Report Wizard
or
Visual Studio

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Reporting
Report Wizard
Visual Studio
SharePoint
Analysis Services

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User Experience
OOB
Web Browser
Microsoft Outlook (
Online / Offline )
Mobile Devices
(Browser or Smart Device Application)

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Dynamics CRM Out of the Box UX
Choice:
Outlook (Online and Offline capabilities)
Web Client
Mobile Clients
Configuration:
Entities, Forms, Views, Menus, Toolbars, iFrames, Javascript
and Custom UI
Microsoft Office:
Excel and Word integration

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Staff Managemen

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Customer Portals

Demo:
MedRecruit Rewards Page

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Citizen Portals

Demo:
Browsing the Charities Register

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Local Government Land Use Tracking
Integrated Virtual
Integrated Earth Land Usage
Document
Mgmt

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Registrations and Event Management

Demo:
Event Management CRM Accelerator

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Summary
CRM as an App Dev Platform
Data management
Workflow and process management
Customizable UI
Out Of Box
Browser Based Portal
Integration with other systems