New Flexibility: XRM Allows Microsoft Dynamics CRM to Be Widely Used for Non-Marketing Applications

Microsoft Dynamics CRM is increasingly becoming an application platform for decidedly non-marketing uses.

As such, it boasts Microsoft's best practices for database optimization, workflow, instant messaging, authentication, .NET customization, and higher levels of business data abstraction. 

xRM applications are line of business (LOB) applications that use Dynamics CRM's database, architecture, and business entities in combination with custom business application logic and user interfaces to rapidly develop new applications that may look nothing like a traditional CRM system.  xRM applications do not require a new database scheme, new architecture, security, or many of the other time consuming and complicated software challenges that would go into a fully custom application. 

In a recent interview, Microsoft officials Bill Patterson, director of worldwide product management; and Jamie Fiorda, group product manager, identified several examples of unusual applications of Dynamics CRM:

-- A New Zealand organization of guide dogs for blind individuals uses Dynamics CRM to match dogs with individuals in need. Dynamics CRM keeps track of key attributes of both guide dogs and blind individuals to help the organization speed the process of making the best possible matches.

--The North Carolina Department of Crime Control and Public Safety is using Dynamics CRM to manage applications for alcohol and lottery permits. Prior to implementing Dynamics CRM, the paper-based process required at least a week just to complete inspections. Agent productivity for completing inspections has increased 80% with use of Dynamics CRM.

--A state attorney general's office is using Dynamics CRM for management of its coroner's office. Dynamics CRM speeds up paperwork, and ensures that the right bodies are matched with the correct criminal and other cases.

--Child Focus, a Belgian organization that tracks missing children,