Core Updates and New Technology That Define Microsoft Dynamics CRM 2016

With the release of Dynamics CRM 2016, Microsoft embarks on a new approach to embedding Azure services and Office 365 capabilities into in a range of CRM work areas. The release also updates the team's varied progress with its recently acquired IP.

Systems of intelligence

CRM 2016 incorporates four of Microsoft's "systems of intelligence" technologies: Cortana Analytics Suite, Office Graph, Azure Machine Learning (ML), and Cortana personal assitant. The goal in being a consumer of these capabilities, according to Dynamics CRM general manager Jujhar Singh, speaking at Convergence 2015 EMEA, is to offer "a personalized, proactive, predictive customer experience."

The application of these various tools has been spread across different parts of CRM 2016. Microsoft Social Engagement has incorporated Azure ML to help tag incoming social communications as potential CRM entities like leads and cases, which can then be routed, reviewed, and converted. Azure ML also begins to help in MSE sentiment analysis, We first learned of this plan at Convergence 2014 EMEA, when MSE technical lead (and Netbreeze founder) Francois Ruf explained that MSE would shift to using more machine learning technology and less of the more labor intensive natural language processing.

Azure ML will also play a role in lead scoring and up-selling within Dynamics CRM, the team explained. In the case of a lead that comes in via MSE, a lead score would include a list of criteria that explain the score (indication of buying intent, sentiment, etc.). Separately, a list of up-sell product suggestions powered by Azure ML can be displayed to a sales rep working on an opportunity.

Taking advantage of the out of the box Azure ML integration ...