The Microsoft Dynamics CRM Team Foresees Seamless Experiences and Blurred Boundaries
The Microsoft Dynamics CRM landscape has broadened and deepened in the last few years thanks to a combination of acquisitions and enhancements to the core product. Meanwhile, changes to Microsoft's other business solutions under the Office 365 and Azure umbrellas have had a multiplying effect of sorts on the rate of change, giving the Dynamics CRM team even more ways to potentially build sales, marketing, and service related solutions.
Patterson's primary focus for the last 20 months or so has
been to lead Parature,
the customer service suite that Microsoft acquired in early 2014. Microsoft has
been working to inject
Parature's knowledge management into other components of Dynamics CRM like
sales and the (non-Parature) customer service stack.If the CRM lineup at Microsoft seems like it is becoming too
difficult for you to explain over a cup of coffee, it might not be your fault,
and it might not be by accident. In a new interview, Microsoft GM Bill Patterson,
one of the company's longest tenured CRM employees, says that the future of
customer experience solutions will be less about product names, with customers
adopting blended solutions that combine the core CRM capabilities with features
drawn from acquisitions and from related Microsoft technology in ways that may
not yet be on a roadmap. And that is ok, Patterson believes, if the focus is on
building solutions that improve business processes.
He explained that the team is working to bring together complementary features without over-thinking the packaging and branding.
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