Managing complex relationship models in Microsoft Dynamics CRM, Part 1

By its name, CRM software focuses on managing relationships. And out of the box, Microsoft Dynamics CRM offers a wide array of standard capabilities to support the management of different customer-centric relationship. However, there are scenarios in which the standard Dynamics CRM configuration will not suffice. In these scenarios, there are usually several possible approaches to meeting the requirements, all have their advantages and disadvantages. Some examples of more complex scenarios are:

  • Dealing with Household or Family structures. Especially when the requirement is to be able to address these households, families using one single address.
  • Dealing with persons (contacts) who have links to multiple accounts

Out of the box the Dynamics CRM relationship model consists of three main entities:


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About Patrick Huisman

Patrick Huisman is a Senior CRM Consultant at Avanade Netherlands. He studied Economics at  the University of Groningen with a specialization in Marketing and Market Research.

He has a broad experience in CRM implementations especially with Dynamics CRM but also with earlier versions of sales force automation applications. His focus is mainly on the business aspects of CRM implementation, especially translating business needs & requirements into an CRM configuration. An true CRM specialist and enthusiast.

Avanade is a multinational consulting company founded as a joint venture between Accenture and Microsoft. Avanade delivers Microsoft Dynamics CRM, ERP, cloud, business intelligence, application development, collaboration and outsourcing solutions to companies across the globe. For more information on our CRM Service Line click

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