"xRM"? What do you mean?

The “x” represents *anything* relationship management.

Apart from the core business automations that most CRM systems have; Sales, Marketing and Customer Services. There are three points I see Dynamics CRM is really really good at;

1. Managing relationships among both system and custom entities.

2. Managing and tracking of activities surrounds these entities, like; tasks, emails, letters etc.

3. Ease of customizations and instant exposure of this schema change through its API; the Web Services – programmability.

So where is the real world taking us with Microsoft Dynamics CRM?

People have taken liberties upon themselves and are really leveraging the above advantages to implement solutions that do not evolve just around customers and contacts. They have taken it across a variety of industries; military, task management, political parties for constituent tracking and management, administering benefits programs for government, Health care, manufacturing, insurance, you name it!

Here are a few local / global examples;

Military
The US Air Force in Europe uses Microsoft Dynamics CRM as a platform to manage deployment of personnel.

HR
A leading US financial services firm is building out an HR staffing system on Microsoft Dynamics CRM.

Our very own Kiwi ERMLive for Payroll and HR.

Recruitment
Momentum, uses CRM to manage job vacancies and candidates information.

Another Kiwi start up that’s founded by an ex-intergenite, Simon Gardiner and his business associates, have built his recruitment business entirely on CRM 4.0, leveraging its multi-tenancy feature and the latest of it all; Windows Server 2008, Hyper-V and IIS7.

Broadcast
Scripts management and tracking by a local broadcasting firm.

What is Microsoft’s vision?

Steve Ballmer, CEO of Microsoft Corp, said the following in an exclusive interview with the Destination CRM Magazine July 2008 issue;

Siebel maybe sold three-plus million seats, something like that. You know, the total install base of Salesforce is just over a million; we’re just under a million; blah, blah, blah. Yet all of these numbers pale in comparison to what I think the value that the CRM technology *the xRM category* can mean. I think it’s a category that should actually be – I said this on stage, and I mean it – many, many tens of millions of seats. [Read the article for more].

Want to read more about this concept? Jason Hunt and Aaron Elder from Ascentium have written a 14 page article on it – “Microsoft Dynamics CRM as a Business Application Platform“.

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