Sams Teach Yourself Microsoft® Dynamics CRM 2011 in 24 Hours.pdf
Microsoft Dynamics CRM نرم افزاری است که از سوی شرکت مایکروسافت برای مدیریت رابطه با مشتریان ارائه شده است. این نرم افزار به عنوان اتوماسیون نیروی فروش ، استفاده به عنوان ابزار بازاریابی ، ارائه سرویس به مشتری ، پلتفرمی برای توسعه نرم افزار و ابزاری برای مدیریت روابط گوناگون مورد استفاده قرار میگیرد. ممکن است در خصوص این نرم افزار واژه xRM به گوش شما رسیده باشد. این واژه در واقع بیانگر تمامی مفاهیمی است که در بالا به آنها اشاره شد و لزوماً تمامی آنها در قالب CRM نمیگنجند. این کتاب خصوصاً به افرادی پیشنهاد میشود که از این نرم افزار استفاده میکنند چرا که دیدی عمیقتر نسبت به ابزاری که در دست دارند به آنها میدهد.
Table of Contents
Introduction 1
Overview of CRM and the CRM Industry 3
Department Roles: Different Perspectives 13
Business Applications, Functions, and Fundamentals 17
A Closer Look at Business Processes 17
Capturing Processes 22
Summary: Key Points to Remember 24
Key Building Blocks 29
Core Entities 30
Other Selected Entities 33
Other Important Components 36
Other Components 38
The New User Interface, Dashboards, and Charts 43
Entity Architecture Areas of Change 47
Small yet Important Enhancements to Dynamics CRM 2011 49
Processes: Workflow and Dialogs 53
Special New Features for the Microsoft CRM Developer 55
Application Placement: Choices and Implications 61
Tenant Architecture and Its Implications, Including Multitenant Options 64
Microsoft Dynamics CRM Infrastructure Components 65
Asynchronous Services and Microsoft Workflow Foundation 70
Diving into Development 71
Integration Options 72
Big Business Versus Small Business 72
How It All Comes Together 81
Business Units 83
Users 85
Security Roles 95
Maintaining Security Roles 98
Sharing Records 105
Teams 109
Field Security 111
A Little History 121
What Data to Capture and the Import Process 125
Distributing Leads 132
A Deeper Look at Leads 133
From Lead to Account: Conversion 135
Entering Data: The Account Form 143
Account Data 147
How the Account Entity Relates to a Few Other Entities 154
What the Account Entity Can Impact 155
How the Account Entity Can Be Redefined 156
HOUR 8: The Sales Funnel 161
Sales Styles and Choices 161
Automating the Sales Process with Workflow 167
Editing an Existing Workflow 175
The Marketing Campaign 179
Creating and Tracking a Marketing Budget 195
Capturing the Results 196
Tracking the Steps, Activities, and Tasks 199
A Month in the Life of a Salesperson 205
Capturing a Lead and Entering a Lead 206
Converting a Lead to an Account and Contact 211
Final Planning 218
Basic Configurations 223
Web Resources 235
Default Fields 236
Capturing Contact Information 249
Related Contacts 257
Leveraging and Using Activities 260
Capturing E-mail 271
Sending One Quick Message 272
Sending Multiple E-mail Messages 274
CAN-SPAM Act Compliance 281
The Microsoft Dynamics CRM Outlook Address Book 281
Configuring E-mail Based on Your Preferences 282
Mail Merge Templates 285
Creating a Template Using an Existing Word Template 288
Managing Templates 290
Managing Data Fields 291
Enabling Macros in Microsoft Word 2010 or 2007 294
Microsoft Dynamics CRM for Outlook Options 309
The Synchronizing Architecture 310
Synchronizing Data 311
Mobility 319
What to Watch Out For: Troubleshooting Microsoft Outlook 319
What Is a Workflow? 323
Internal Alerts Based on Specific Criteria 329
Using a Workflow to Automate a Process 332
Creating and Using Contracts 341
Maximizing Support Profitability and Effectiveness 346
Leveraging the Subject Line in a Case 348
Utilizing the Knowledge Base 349
Why Use Cases; What’s in It for Me? 355
The Hierarchy of Contracts, Cases, and Time 356
Working with Cases and Activities 358
Proactive Versus Reactive Capturing of Time 365
Distributing Work: Users, Teams, and Queues 365
Adding a Workflow to Close a Case 371
HOUR 19: Scheduling 377
Scheduling in General 377
Getting Started with Scheduling 378
Viewing and Managing Scheduling Conflicts 382
Setting Up Scheduling 382
Key Concepts and Caveats 395
Exporting the Right Data: Using Advanced Find 398
Exporting a Static Worksheet 403
Exporting a Dynamic Worksheet 405
Exporting Data for PivotTable Analysis 406
Adding Outside Data 408
Reusing and Sharing Your Spreadsheets 408
Using a Dashboard 409
Using Excel to Edit and Clean Up Records 409
Getting Started with Reports 415
Using Reports 416
Creating Your Own Reports with the Report Wizard 423
Sharing a Report with Other Users 428
Adding a File or Web Page as a Report 429
Creating Report Snapshots (On-Premises Only) 431
Tips for Keeping Reports Organized 432
Creating Custom Reports Without the Report Wizard 433
Bridge Software 437
Points of Connect 438
Integrating Microsoft Dynamics CRM with External Web Sources 439
Integrating Microsoft Dynamics CRM into Accounting Applications 440
Integration-Independent Software Vendors 441
Integration Risks 443
Data Migration 444
Enhancing Contact Information 449
Business Intelligence in Microsoft Dynamics CRM 452
Enabling Microsoft Dynamics CRM for Mobile Devices 455
Database Tools and Utilities 458
Compliance and Auditing Tools 459
Options: What Can Be Changed? 465
When Microsoft Dynamics CRM Is a Good Fit 478
When the Core of Microsoft Dynamics CRM 2011 Might Need Additional Architecture and Design 480
Skills Required: Who Can Make the Changes 481
Index 485
Introduction
Microsoft Dynamics CRM is a customer relationship management application, a sales force automation application, a customer service application, a marketing tool, a platform and framework for software development, and an application that can be configured to meet a variety of relationship management needs. You might have seen the term XRM within the Microsoft Dynamics CRM world; this term represents all that is mentioned above that is not necessarily considered CRM. Needless to say, Microsoft Dynamics CRM is a product that has great depth and great versatility. If you have picked up this book, you most likely have been thinking about learning more about Microsoft Dynamics CRM.
Who Should Read This Book
This book is aimed at users of Microsoft Dynamics CRM and Microsoft Dynamics CRM Online, Microsoft partners expanding into the Dynamics CRM space, and software developers and others interested in learning more about the product. This book gets you started, but it could not possibly describe everything you’ll ever need to know about Microsoft Dynamics CRM!
If you are already working with Microsoft Dynamics CRM, this book can help expand your depth of understanding about the product and organize your experiences with the product.
If you have never worked with Microsoft Dynamics CRM, you can look to this book as a solid base that gets you started and helps you grow, learn, and expand in the right directions as you learn more about the software and its many areas of potential.
Microsoft Dynamics CRM has changed dramatically since its first release in the early 2000s, and many of these changes have come about through Microsoft incorporating suggestions and ideas from a variety of sources.
Now that Microsoft Dynamics CRM has matured to version 2011 R5, the product is rich with functionality, backed by a powerful community, and built for an almost-unlimited list of business needs.
How This Book Is Organized
This book is divided into six parts that will get you up to speed quickly with Microsoft Dynamics CRM:
. Part I, “Introduction to the Business Use of Microsoft Dynamics CRM”
. Part II, “The Structure of Microsoft Dynamics CRM”
. Part III, “Getting Started Using the Software”
. Part IV, “The Support Department”
. Part V, “Reporting”
. Part VI, “Extending the Application”
Special Features
This book includes the following special features:
. Lesson roadmaps—At the beginning of each lesson, you will find a list of what you will learn in that hour. This list enables you to quickly see the type of information the lesson contains.
. By the Way—Throughout the book, you will see extra information presented in these sidebars.
. Did You Know?—Throughout the book, you’ll see tips and insight on items of related interest that you might want to know about.
. Watch Out!—Throughout the book, where topics warrant warnings, you’ll see sidebars titled “Watch Out!”
. Tasks—Numbered lists of steps to complete tasks help to organize the material.
. Workshop—In this section, you will find an example of CRM in use and a case study of a company that is using Microsoft Dynamics CRM to solve business needs related to the topic of the lesson.
. Q&A—At the end of each chapter is a Q&A section that explores some questions likely to be asked by users who are using the features and functions addressed during the lesson.
. Quiz—At the end of each chapter is a quiz (and answers) to help you evaluate what you have learned during the hour.
. Exercises—At the end of each lesson is a set of recommended exercises to help reinforce what you learned in the lesson.
What Is Microsoft Dynamics CRM?
What You’ll Learn in This Hour:
. Overview of CRM and the CRM industry
. Department roles: different perspectives
. Business applications, functions, and fundamentals
. A closer look at business processes
. Capturing processes
This hour focuses on opening the mind to a potential new world: the world of customer relationship management (CRM). This world did not start with the invention of technology, nor does it end with a specific application. This world has long been researched, studied, documented, debated, and discussed. As you consider this world of CRM realize that the success of a specific CRM initiative or the failure of the same initiative often does not have much to do with the software or technology that you use. A successful CRM project also demands understanding of process, the potential for technology and a team of people. The goal of this hour is to build a foundation of understanding that will leave a few doors open as you get started on the road toward mastery of Microsoft Dynamics CRM 2011 and potentially many successful projects.
Overview of CRM and the CRM Industry
What does CRM really stand for? As an acronym, it expands to customer relationship management. As an industry concept, it is the ability for a company to capture key details about its customers and future customers as they relate to a need, desire, and set of preferences. The CRM philosophy is all about encouraging and supporting a business strategy that leverages this key information to support better communication and a more accurate offering to the right audience at the right time. CRM as a way of thinking has been around since the first business opened, long before technological innovations of the 1980s allowed this business approach to become an industry. CRM also enters almost everyone’s personal life.
Take for instance the mail that you receive. Have you received a catalog or promotional mailing lately? Tracking you as a potential customer involves CRM. Let’s take a look at a little bit of CRM history. In the beginning, the idea of automating marketing arose. The idea of segmenting customers and prospects into groups that could be electronically approached took hold, offering grand promises of revolutionary changes in business process. Those promises and hopes were quickly balanced with reality. Too much data without properly configured tools to sort, filter, and use that data wasted large amounts of time and money.
Now, more than 20 years after the term CRM was first used, it is a still-maturing industry, and the debates and growth predictions within the CRM industry continue.
A simple online search for “CRM” will open some doors. You can find industry-specific magazines, generic and product-specific white papers, articles, books, debates, blogs and wikis, and a long list of successes and failures defining the best approaches and the best tools at all company levels. In this hour, we peek into this broad world.
