Incorporating

Technology Evaluation and Comparison Report

OVUM Butler Group

Customer Relationship Management 2010/11

Driving value from next generation CRM

An extract for Microsoft

October 2010

Part of the Datamonitor Group

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Incorporating

Technology Evaluation and Comparison Report

OVUM Butler Group

SECTION 1: Executive Summary

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1.1 Executive Summary

Catalyst
As the main conduit between a business and its customers, customer relationship management (CRM) solutions continue to be an area of strategic importance both technically and strategically, and often are the first enterprise application area where new business practices and technologies emerge. Organizations need to understand the dynamics of CRM development and change to keep pace with market and customer demands.

Key Findings:
CRM is at the forefront of consumer-web-driven developments such as social media and collaboration within the enterprise. This means that CRM solutions require constant re-evaluation to make sure they align with company strategy and customer needs. Organizations need to look beyond the traditional CRM boundaries of sales, marketing, service, and analytics and embrace a framework of extended CRM capabilities. Collaboration and two-way interaction must replace control as the main focus of CRM. Invert the interaction chain: start with the voice of the customer. Analytics is one of the top investment areas for maximizing value from existing solutions, but it now needs to be embedded into operational systems. Data and analysis are fundamental to customer intimacy, but enterprises must be sure to include data on customers attitudes as well as their actual transactions, and should seek out information from non-customers too. Collaboration is changing internal communications, business-to-consumer, and consumer-toconsumer interactions, raising expectations around response rates, and turbo-charging the pace of business. The concept of value co-creation is largely untapped, but can bring direct and measurable benefits to business and customers. Mobile access to key business solutions, including CRM, is a must have in todays hypercompetitive business world but its no panacea. Mobile investments must be part of an overall strategy. Enterprises face a temptation to view the various extended facets of CRM e.g., mobile, analytics, and collaboration as separate initiatives. To gain full value, these facets should be combined with traditional CRM capabilities within an integrated CRM platform. CRM systems are becoming more specialized in terms of their target markets and approaches, but this means selection processes have to be more rigorous.

SECTION 1: EXECUTIVE SUMMARY

Ovum view
A commodity has little to differentiate it, but a commodity backed by service becomes a valuable and differentiated asset. Aspects of CRM have long been considered commodities on a functional level, particularly in the foundation area of salesforce automation. Yet CRM has always been about more than the technology: what matters most is how it is used. It is Ovums view that as web-based technology and communications make it supremely easy for ever more knowledgeable customers to skip among providers, it has never been more important to surround CRM technology with comprehensive, sustainable customer engagement strategies and services that are embedded into every aspect of the organization, for every individual, at every level.

The Ovum CRM Decision Matrix

The Ovum CRM Decision Matrix explores the competitive dynamics within the CRM application suite market and is designed to help organizations make informed choices among the leading offerings. It presents a view of the market based on three factors: technology assessment, user sentiment, and market impact. It offers a snapshot view of the market as it stands today, and indicates those vendors that, in Ovums opinion, organizations should shortlist, consider, or explore. The results of Ovums in-depth research are summarized in Table 1.1.1. Vendors are listed in alphabetical order within each category.

Rating

Company/Solution
Microsoft CRM 4.0/2011

Ovum Opinion
Microsoft is starting to live up to expectations with a powerful CRM application and accessible development platform, choice of on-demand and on-premise deployment and extensions, and the appeal of native Outlook integration to tackle the problem of user adoption. Multiple options means organizations can select the most appropriate solution for their needs such as the sophisticated Siebel CRM v8.1.1 solution that continues to lead the CRM market. Oracle's positioning of its applications has improved and it is adding value via its focus on end-to-end business process, and industry-specific capabilities. So much more than just a software-as-a-service (SaaS) CRM provider, salesforce.com continues to drive cloud-based innovation which constantly feeds back to enrich its applications. The differentiated CRM portfolio caters for large and mid-market organizations. SAP CRM 7.0 is one of the CRM market leaders and the source of the mid-market All-in-One application. SAP is concentrating on business processes, and reducing ownership cost with a focus on deployment options, and implementation tools and methodologies.
Continued on the next page...

Shortlist

Oracle

salesforce.com Summer 10

SAP

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...Continued from previous page

Rating

Company/Solution
NetSuite CRM+ v2010.1

Ovum Opinion
NetSuite has come a long way in recent years in terms of SaaS technology, strategy, and execution and provides one of the most mature SaaS suites. Pegasystems acquisition of Chordiant unites two strong process management vendors and holds out the promise of more modern, flexible CRM implementations, even though transactional CRM capabilities are not catered for. This vendor is one to watch. Innovative and forward looking, RightNow is a leader in understanding the nuances of customerexperience strategies and best practices. Dedication to the telecommunications sector results in a rich, relevant suite. The depth of industryspecific capability is a valuable differentiator in a generalized CRM market. Although not leading edge, Sage continues to provide solid, well-rounded applications for the midmarket and enterprise divisions. Customization capabilities stand out in SalesLogix; mobile is a strong feature of SageCRM. Functional depth is acceptable but the real value lies in the flexibility afforded by the open-source model and an active community.

Consider Explore

Pegasystems SmartBPM Suite 6.1 CRM Frameworks/Chordiant Customer Experience Suite 6.4 RightNow CX May 2010

Amdocs CRM 8

Sage SalesLogix 7.5.2, SageCRM 7.0

SugarCRM Sugar Enterprise v6.0

Recommendation: shortlist
Dynamics CRM offers a strong combination of flexibility in terms of development, workflow and process management capability, intuitive interface, and affordability. It also provides deep integration with Outlook and the rest of the Office platform. Ovum recommends that organizations of any size should include Dynamics CRM on their shortlists of potential vendors. Organizations with high growth rates or lingering doubts about the SaaS model should consider its flexibility in delivery models as a result of the single shared code base. Dynamics CRM is also well suited to organizations with specialized needs because it can be extensively configured without manual coding or specialized resources.

SECTION 1: EXECUTIVE SUMMARY

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Technology Evaluation and Comparison Report

OVUM Butler Group

MICROSOFT: Microsoft Dynamics CRM 4.0 / 2011

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TECHNOLOGY AUDIT

Microsoft
Microsoft Dynamics CRM 4.0 / 2011
SUMMARY IMPACT
After struggling for several years in the CRM market, Microsoft hit its stride with the release of Dynamics CRM 4.0. The product is a full-featured and scalable offering, the only one of Microsofts business applications that has been targeted at large enterprises as well as small and medium-sized enterprises (SMEs). It can be deployed on premise or on demand via Microsofts data center, or hosted by a Microsoft partner. Its tight integration with the ubiquitous Outlook email client in Microsoft Office makes Dynamics CRM intuitive to use, while the flexibility of its underlying platform allows customers to tailor it for their needs and even create entirely new applications. Microsoft has continued to invest strongly in the product over the three years since its release, and plans to go to market with its next major release, to be called Dynamics CRM 2011, at the end of 2010 (starting with the on-demand version). Dynamics CRMs combination of Office/Outlook integration, flexibility, intuitive interface, and affordability should earn it a spot on many companies shortlists.

KEY FINDINGS
Strengths: Office/Outlook integration gives Dynamics CRM an intuitive interface, boosting adoption and reducing training requirements. Multiple deployment options give customers choice and flexibility. Flexibility in the underlying platform allows customers to tailor Dynamics CRM to their specific needs or build new applications. Weaknesses: The current version (Dynamics CRM 4.0) provides no system-wide auditing capabilities; that capability will be included in Dynamics CRM 2011. Queue management in Dynamics CRM 4.0 is somewhat limited and inflexible; Dynamics CRM 2011 includes a number of enhancements in this area, including support for individual and team queues.

OVUM VIEW
Microsoft Dynamics CRM has been the focus of major investment over the last several years and has evolved into a full-featured set of tools for marketing, sales, and customer service. The application is tightly integrated with the vendors widely used Outlook email client, whose familiarity promotes rapid adoption and reduces training time. The investment appears to be paying off. In July 2010, Microsoft said it had more than 23,000 customers and 1.4 million users; a year earlier it had claimed 20,000 customers and 1 million users. Dynamics CRM is built on a highly flexible platform that allows extensive tailoring through configuration rather than coding (though it also can be customized with Microsofts widely used development tools). The platform also supports three deployment models on one code base on premise, hosted by Microsoft, or hosted by a partner giving customers both a range of choices and the ability to shift or mix deployment modes in response to changing preferences and needs (and, not incidentally, streamlining Microsofts development efforts).

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A new version, Dynamics CRM 2011, is now in broad beta testing and due to become generally available at the end of 2010. It includes a streamlined user interface and a variety of new features that, in tandem with its scalability and low price, should earn it a place on the shortlists of companies of all sizes. Microsoft is relatively new to enterprise applications, so its customer numbers and market penetration are far below those of vendors with longer histories in this market. However, Microsofts deep pockets (revenues grew 7% in fiscal 2010 to $62.5 billion; net income rose 28% year-on-year to $18.8 billion) and its belief in the strategic importance of its business solutions mean that the Dynamics portfolio (four ERP products in addition to CRM) will continue to receive strong corporate support and evolve quickly. The Dynamics products, including CRM, also gain strength from a wide range of other Microsoft products that, in many cases, dominate their markets: its Windows desktop and server operating systems, Office productivity suite, and related products such as SQL Server, SharePoint Server, and Communications Server. Cross-selling opportunities are key to Microsofts overall product strategy; while not dependent on each other, various products used together enable new functionality that is beyond the reach of any of the individual products. For example, Dynamics CRM is not dependent on SharePoint Server, but the two products used together provide functionality that is not available either by itself or via many stand-alone CRM vendors.

Recommendations
Companies of any size should consider Dynamics CRM for its combination of functionality, flexibility, scalability, low cost, and ease of use. Fast-growing companies and those that may have doubts about the SaaS model should weigh the fact that they can deploy Dynamics CRM on premise or have it hosted by Microsoft or a third party and combine or shift models with relative ease because all versions are built on the same code base. Companies with specialized needs should consider Dynamics CRM because it can be configured extensively, without manual coding, to the point that it is essentially a platform for any type of relationship management solution.

FUNCTIONALITY SOLUTION OVERVIEW

Microsoft Dynamics CRM provides a suite of marketing, sales, and service capabilities, all with a user interface based on Microsoft Office Outlook, atop a highly configurable platform. Built-in marketing capabilities include data importing and de-duplication; lead management, including Internet lead capture; end-user segmentation; tools for campaign planning and execution; email and document templates; automated tracking of communications, including responses and conversions; and an array of marketing analytics and reporting capabilities. The vendor recently added new capabilities for event management and social networking. Sales management tools built into Dynamics CRM support planning and resource allocation; lead, opportunity, account, and territory management; quote, order, and invoice (QOI) management; quota and goal tracking and management; sales pipeline management and forecasting; partner relationship management; and sales-related analytics and reporting. Dynamics CRMs workflow engine supports automation of key processes, while offline and mobile functionality (including voice-text integration) minimize worker downtime. Dynamics CRM also provides built-in integration with sales methodology companies (such as Miller Heiman, SPI, and TAS Group) as well as online data sources (such as Hoovers, InsideView, and ZoomInfo) to help sales organizations optimize processes and enhance customer and prospect data. For customer service, Dynamics CRM provides tools for contact, account, and case management; inquiry tracking; customer service management; knowledge-base authoring and management; service scheduling; contract management; queue management; a product and pricing catalog; and self-service capabilities. The Customer Care Framework provides pre-built integrations to certain computer/telephone integration solutions and allows customers to consolidate existing applications and data into a unified agent desktop.

CUSTOMER RELATIONSHIP MANAGEMENT 2010/11 OCTOBER 2010

A key distinguishing feature of Dynamics CRM is the platform itself, which includes: a core relational data schema; pre-built business logic; a security framework for managing access and privileges; the workflow engine, Windows Workflow Foundation (WWF); configuration tools that let managers tailor functionality and interfaces for specific individuals, job roles, and groups; embedded Microsoft Office capabilities (such as mail merge, presence status, email creation and tracking, and import/export to Microsoft Office Excel); multi-language and multi-currency support; and reporting and analytics capabilities.
Cloud Server Integrated applications Standard UI
(Outlook, web, mobile)

Custom UI & mashups

(ASP.NET, SharePoint, Silverlight/WPF)

Reporting
(Excel & SRS)

Web services

Custom asynchronous actions

(.NET Assemblies)

Custom synchronous actions

(.NET Assemblies)

Role-based security

Synchronous business logic Workflow

Multi-tenant Controller

Business entity components Data access components Data access platform

Metadata

Data

Figure 1: Dynamics CRM architecture

Source: Microsoft

SOLUTION ANALYSIS
Accessibility and usability
The most salient features of Dynamics CRM are its deep integration with the Outlook email client and the fact that it can be extensively tailored for individuals and job roles. The result is that users access the functionality they need from within Outlook, an interface they know well because they live in it every workday, and are spared having to navigate past or through functions or views that are irrelevant to their jobs. Microsoft Dynamics CRM 2011 is intended to be more intuitive, and thus make workers more productive, by means of: a new, flatter interface, which is more web-like and less clicky than that of v4.0 the addition of a context-sensitive row of tabs and buttons known as a ribbon, similar to but more intuitive than the one introduced in Office 2007 a variety of new capabilities such as customer-service scripting and new data visualization, which allow users to quickly transform data into charts and graphs. The new version also includes new or enhanced features for flexible goal management, team selling, lead scoring, flexible dashboards, guided processes, contextual document management, product and pricing management, business auditing, role-tailored forms, conditional formatting, business networking, and managing queues (such as for escalation and case resolution), among others. The Outlook client in CRM 2011 is built on Microsofts Messaging Application Programming Interface (MAPI), a messaging architecture based on a component object model, so that Dynamics CRM can leverage Outlook entities such as leads, partners, and proposals.

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In essence, whereas Dynamics CRM was formerly an Outlook plug-in, it is now a fully Outlook-based application. The new version also includes out-of-the-box integration with SharePoint to enable ad hoc collaboration on proposals, quotes, and the like.

Analytics
The reporting and analytics capabilities in Dynamics CRM are based on the vendors SQL Server Reporting Services and SQL Server Analysis Services. They do not support non-Microsoft analytics tools such as Oracle/Hyperion, SAP BusinessObjects, IBM DEB2 OLAP Server, or Cognos PowerPlay an example of Microsoft leveraging one set of products to drive sales of another. Dynamics CRM analytics support all key aspects of the application across marketing, sales, customer service, and web interactions. They enable alerts and event detection, predictive capabilities, creation of user- and role-based dashboards, customer profiling and segmentation, analysis of historical and operational/transactional data, and new offers based on instant analysis of realtime data. Out-of-thebox analytics include 60 predefined reports, two predefined OLAP (online analytical processing) cubes for rapid analysis and display of complex data, and the ability to create a variety of custom reports. These capabilities are accessible from the main CRM interface and can include external as well as internal data.

Workflow and business process management

Windows Workflow Foundation is embedded in Dynamics CRM, making it highly configurable and extensible in itself and facilitating integration with many other products because of the large number of mid-market vendors that have adopted WWF as the workflow engine in their own solutions. Microsoft offers industry-specific business processes and functionality for financial services, the public sector, wholesale/distribution, retail, professional services, and non-profit organizations. This is a smaller number of industry-specific versions than some other products in the market, but Microsoft also has built more than 11 accelerators add-on modules, free to customers on maintenance contracts that support specific types of functionality such as eService, event management, business data auditing, enterprise search, and sales methodologies. Dynamics CRM combines proprietary and open technologies with point-and-click configuration and prebuilt connectors to provide one of the most flexible platforms on the market. It can be tailored extensively by business users without the need for custom code. The product supports business process modeling and design, and Microsoft also provides process templates and a process management interface. This interface does not support a full, visual walkthrough of new processes, but Microsoft provides visual process design through its widely used development tool, Visual Studio.

Architecture and platform support

Dynamics CRM 4.0, the first product to be built on the Titan platform, was Microsofts first true multitenant offering. The platform allows Microsoft to offer three deployment options on-premise, partnerhosted, or hosted by Microsoft on a single code base, giving customers a range of choices and the ability to combine deployment models and shift the mix or change from one to another with relative ease. The solution leverages the Windows platform and is available only on Microsoft Windows 7, Vista, XP, and 2000. Microsoft does not provide versions to run on Linux, Solaris, AIX, HP/UX, z/OS, and Mac operating systems. Dynamics CRM is not strictly SOA compliant but incorporates SOA principles to the extent that each component behaves as a service; APIs are exposed as web services and can be consumed by any application or platform that can orchestrate web-service operations, such as .Net, J2EE, PHP, RoR, and others. All front ends, whether shipped by Microsoft or built by customers or partners, go through the web services layer, where data and metadata operations are managed. Every operation that occurs in the middle tier is subject to role-based security rules. Complex solutions are enabled in the application tier, where every operation goes through an execution pipeline that allows the user to trap the operation and enrich or terminate it prior to persistence.

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Customization and expansion

The flexible xRM Framework within Microsoft Dynamics CRM is configurable and customizable enough that customers have used it to create relationship management apps far afield from traditional CRM. Microsoft refers to these as extended CRM applications. One example among many is an application developed by the US Air Force that manages movement of personnel, equipment, and supplies. Expansion is simplified by the deployment flexibility. A customer with an on-premise deployment can augment it with a hosted instance for use by employees at a newly acquired entity and maintain that hybrid operation indefinitely, move the hosted portion in-house at the acquired property, or consolidate it onto a single on-premise instance if desired. A service update, released in May 2010, included cloud-based developer tools, strong multilingual features, pre-built connections to ERP solutions, and a new portal framework with pre-built portal solutions such as PRM, event management, and e-service. Dynamics CRM provides excellent scalability; a recent benchmark test with 100,000 concurrent users provided sub-second response times.

PRODUCT STRATEGY
Microsoft Dynamics CRM is focused on increasing worker productivity by minimizing administrative chores and enabling a complete, 360-degree view of customers interactions from lead to cash. Embedded Office features simplify the tracking of data and email interactions, and wizards streamline many processes. Dynamics CRM is sold widely, in all parts of the world, to all industries, and to companies of all sizes. Microsoft says its sweet spot for Dynamics CRM has been the upper mid-market and large enterprises. Average deal size has grown steadily over the last few years to the point that more than half of Dynamics CRM customers are large enterprises with $1 billion or more in annual revenues. Dynamics CRM has been the only product in the Dynamics portfolio aimed at large enterprises, though the ERP products are also moving upmarket. Microsoft is in the process of rolling out a new CRM adapter for Dynamics GP ERP, and says it will soon offer pre-built data schemas to link Dynamics CRM with Dynamics AX and Dynamics NAV to cover the lions share of its ERP customers. The vendor cites three main points that differentiate Dynamics CRM from competitors. The first is the ability to support three deployment options on-premise, partner-hosted, and Microsoft-hosted on a single code base. On-premise deployments currently form the bulk of Microsofts customer base, but the on-demand (SaaS) offering is growing much faster. Microsoft now operates more than 50 data centers around the world to meet this growing demand for Dynamics CRM, as well as for other hosted offerings such as Exchange and Communications Server. The second key differentiator is the deep integration between Dynamics CRM and Outlook. The third is that it allows customers to leverage existing investments and expertise in Microsoft solutions such as Office (Dynamics CRM includes integrations with other Office components such as Word and Excel, in addition to Outlook), SQL Server, SQL Reporting and Analysis Services, Office SharePoint Server, Unified Communications, and Dynamics ERP products. Microsofts go-to-market strategy for Dynamics CRM, as for all of its products, is heavily partner driven. Across all products, partners account for about 95% of Microsofts revenues, but Microsoft does not disclose the share of revenues contributed by its various types of partners. Key competitors include:Salesforce.com, Oracle Siebel CRM, and SAP (which provides CRM capabilities in various offerings aimed at SMEs and large companies). At times, Dynamics CRM also competes against products from vendors such as Sage, Pivotal, and RightNow. Among thousands of technology partners, Microsoft names Avaya, Cisco, Alcatel-Lucent, Genesys, Verint, VoiceGate, Scribe, Varicent, Xactly, Big Machines, Miller Heiman, SPI, TAS Group, ExactTarget, Eloqua, Scribe, Hoovers, InsideView, ZoomInfo Portrait Software, and Acxiom as among the most important, as well as some that provide pre-built, industry-specific integrations to Dynamics CRM, such as FiServe, Elips, Consueto, K3 Retail, Flintfox, and RedKnee.

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Licensing and payment options include a standard perpetual license priced at $800 per user plus $1,300$3,000 per server for an on-premise implementation. For its SaaS option, Microsoft charges $44 per user per month, which includes maintenance fees. When a partner hosts the solution, the partner also sets the price, which can vary greatly depending on additional industry-specific functionality or value that the partner may offer. Microsoft plans to continue to deepen integration between Dynamics CRM and other core products, including SQL Server, SharePoint, Office, and its BI/Analytics solutions. As a broad policy, Microsoft schedules major product upgrades every two years, though nearly three years have elapsed since the last major release of Dynamics CRM. To deliver innovation more quickly, Microsoft has been building and releasing accelerators, service updates, and enhancements that address mobility, analytics, partner relationship management, keyword search, event management, self-service, sales forecasting, workflow, and social networking. Microsoft also continues to maintain resources to develop assets for its Software plus Services offerings, including Microsoft Dynamics CRM Online and partner-hosted CRM. Regarding mobile capabilities, Dynamics CRM natively supports Android, BlackBerry, iPhone, Symbian, Windows Mobile, and Palm devices and platforms with both online and offline functionality. Its mobile capabilities include contact management; customer order, fulfillment, and service history; customer satisfaction data; and inventory/product availability. It supports mobile payment capture, analytics, marketing, and email management. Dynamics CRM can call on the Bing search engine to provide schedule and route optimization services. Its mobile capabilities do not include support for over-the-air device provisioning, management, or synchronization, or security features such as data encryption and the ability to remotely lock or erase data from a lost or stolen device, though all of these capabilities are available from third parties. The vendor is prototyping a new mobile offering Mobile Express for Microsoft Dynamics CRM with embedded voice-text integration so that users can execute voiceactivated commands and verbally transcribe notes and customer details.

IMPLEMENTATION
Microsoft has CRM-focused marketing, sales, pre-sales, training, and consulting resources in North America, EMEA, APAC, and Latin America. It has one of the largest partner networks in the industry, comprising partners in more than 89 countries. Among its thousands of implementation and distribution partners are companies such as Accenture, EDS, Infosys, Capgemini, Avanade, Hitachi, Unisys, Wipro, Logica, Fujitsu, Ciber, HCL, Sogeti, CTAC, Unilog, Orbis, Praxa, Dell, Tectura, Columbus, Qurius, and Ascentium, many of which have managed multi-thousand-seat implementations. Deployment times and resource requirements depend on a projects size, scope, degree of customization, and integration, but Microsoft says that across all types of implementations, typical inhouse requirements include .Net and database skills and experience with Microsoft products and business applications. For a pilot project, Microsoft estimates implementation time of 1+ days, and 1+ employees, whether internal or external. For a 30-user (departmental) deployment, the company estimates 10+ days but the same 1+ employees or FTEs (full-time equivalents). For a 500-user, enterprise-wide deployment, Microsoft estimates implementation time of 30+ days and 2+ FTEs. Microsoft has developed a fee-based implementation methodology called Sure Step, which it says is becoming steadily more popular for Dynamics application implementations of all types, including CRM. Sure Step includes a tool kit and methodology guide along with history and best practices to accelerate implementation. Both partners and customers can use pre-built, industry-specific configurations and templates (exported as XML) to further accelerate implementation. Base technical support and software assurance agreement is 25% of license costs; it covers technical support incidents, managed newsgroup support, training access, knowledge base access, and vouchers for consulting services. Customers may also purchase support for single incidents or in packs of five. A deluxe option includes all base-level services plus a dedicated account manager and 247 technical support.

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Broad familiarity with Outlook reduces training requirements (as well as time to value), but Microsoft also offers a variety of training classes for both technical and business users. Most customers name an internal resource to undergo three to five days of formal Dynamics CRM training; this person then trains the rest of the customers employees. Dynamics CRM also offers a variety of resources including instructional videos, click-through demos, best-practice sites, context-aware help, and informal customer gatherings where best practices can be shared.

DEPLOYMENT EXAMPLES
ISS Belgium, one of the worlds largest facility service providers with 480,000 employees, recently replaced an older solution with Dynamics CRM and estimates its annual benefit from the switch at 8 million. ISSs previous solution was difficult to use, inflexible, and expensive to customize. Switching to Dynamics CRM, it saw customer contract renewal rates grow by 90%; the time required to create an opportunity fell from 30 minutes to one minute; time spent on actual selling activities grew 15%. Using Dynamics CRMs workflow capabilities, ISS runs credit checks on 95% of new customers, compared with 10% previously. ISS increased its customer re-win rate by 17% and grew customer satisfaction by 18%. Barclays Bank PLC credits Dynamics CRM with a 15% improvement in customer satisfaction and a 22% drop in service costs. Barclays provides retail banking, investment banking, and investment management services worldwide. After it launched consumer banking services in the United Arab Emirates, it needed a system to track and quickly resolve both complaints and sales leads. Barclays uses the Microsoft Dynamics CRM workflow engine to improve the sales and service efficiency while providing executives with continuous visibility into employee performance. Automatic logging and tracking reduced customer complaints by 25%; business rules enabled automatic alerts that allowed the bank to reduce complaint escalations by 80%. Vodafone Iceland, a telecommunications company, achieved a first-call resolution rate of 95% while increasing sales by 20% since implementing Microsoft Dynamics CRM for its sales and service teams. Previously, workers were using six systems and up to 15 web-based information windows, so quick and easy user adoption was one of Vodafones core requirements. Dynamics CRMs intuitive interface, prepopulated forms, ability to capture data from links to national registries, and single, integrated view give customer service representatives, managers, and salespeople access to accurate, detailed data that helps them respond more quickly to customer needs and make better-informed decisions. Microsoft Corp One Microsoft Way Redmond WA 98052 USA Tel: +1 425 882 8080 www.microsoft.com Microsoft UK Limited Microsoft Campus Thames Valley Park Reading RG6 1WG UK Tel: +44 (0)844 800 2400 www.microsoft.co.uk

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Technology Evaluation and Comparison Report

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This Report reveals:

How changes in market and customer dynamics are altering the way CRM systems are designed and deployed. Why CRM requires active investment and innovation and cant be consigned to maintenance mode. Why businesses need to replace command and control customer strategies with collaboration and interaction. How SOA and BPM can be harnessed within CRM to improve alignment with business objectives. What roles SaaS applications and cloud initiatives play in business agility and transformation. Why the many facets of CRM should be integrated and managed from a single platform. The value of customer experience management in enabling a sustainable business. How mobile technologies are enabling new types of customer relationships and new channels to market. The importance of operational access to analytic insights in understanding and acting on customer intentions.

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