The integration of artificial intelligence (AI) into business applications has emerged as a pivotal element for effective customer understanding and engagement. Microsoft stands as a trailblazer in this evolution, notably with its recent Dynamics 365 updates focusing on marketing, sales, and customer service. At the Microsoft Business Applications Summit 2018, James Phillips, the corporate vice president of Microsoft’s business applications group, highlighted the remarkable transformation of Dynamics 365 from a perceived “surveillance system” into a business intelligence (BI) tool enriched with AI-driven analytics.
Redefining CRM: Dynamics 365’s AI Advancements
Phillips acknowledged that Customer Relationship Management (CRM) software is often relegated to a tool primarily for tracking leads and opportunities, lacking inherent popularity. However, the latest Dynamics 365 updates introduce AI tools that offer tangible benefits to end-users. Kate Leggett, an analyst at Forrester Research, underscored the practicality of these tools, emphasizing Microsoft’s proficiency in seamlessly integrating AI across all applications to assist business users in making informed decisions tailored to specific interactions.
Microsoft’s Dominance in AI Tools for Business Users
During the July 2018 conference, Tammy Mihailidis, vice president of digital customer engagement at Polaris, a power sport vehicles manufacturer, emphasized Microsoft’s dominance in providing AI tools for business users. Mihailidis showcased how Dynamics 365’s marketing, sales, and service platforms elevate customer experiences. Phillips further explained how Dynamics 365, coupled with Power BI tools, empowers organizations to analyze communication traffic patterns by integrating data from LinkedIn, thereby optimizing sales efforts.
Breaking Down Front and Back Office Divisions
Microsoft’s overarching goal is to dismantle the perceived division between the front office and back office, making CRM assets accessible to all users. Kate Leggett commended Microsoft’s strategy, highlighting the seamless integration of CRM into Skype and Office products. This approach not only makes it user-friendly but also cost-effective, positioning it as one of the most affordable enterprise solutions available.
Practical Example: Streamlining Processes with Polaris
A practical example featuring Polaris demonstrated a streamlined process within Dynamics 365. The updates include a chatbot addressing customer queries, predictive lead scoring guiding sales efforts, successful sales transactions, and a warm customer welcome. The entire interaction is meticulously tracked, enabling businesses to calculate the health score of each lead.
Empowering End-Users: Dynamics 365 as a Valuable Asset
James Phillips emphasized that the ultimate objective is to empower end-users with AI capabilities, transforming the tool from a mere tracker into a valuable asset that guides users toward success.
Looking Beyond Dynamics 365: Microsoft’s Semi-Annual Release Schedule
Beyond the Dynamics 365 updates, the conference served as a platform for Microsoft to announce a semi-annual release schedule for its suite of products. Before each release, comprehensive release notes will be provided to IT professionals, allowing them to prepare for updates well in advance. This move aligns with the necessity for companies to continually innovate, with Leggett stressing the importance of robust change management processes for smooth integration and communication of new releases to CRM users. Microsoft’s commitment to continuous innovation and accessibility solidifies its position at the forefront of CRM technology.
