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it_user514128 - PeerSpot reviewer
User at a printing company with 51-200 employees
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Is it advisable to purchase Dynamics CRM in addition to NAV 2016?

We are currently implementing NAV 2016 and want to know whether there are any shortfalls of using the default CRM that comes as a package in NAV. (We are getting the entire ERP customised to our organisational requirements).

Do we need to look into also purchasing Dynamics CRM?

PeerSpot user
7 Answers
it_user617415 - PeerSpot reviewer
MCT-NAV Freelancer at a tech services company with 1,001-5,000 employees
15 March 17

Dynamic CRM is “workflow” and base on email integration.

CRP in Default Micrososoft Dynamic Nav only simple CRP

Please see the comment below in web

Key factor is where data is held

The key factor in determining whether to deploy Dynamics NAV or Dynamics CRM to meet your needs will depend on where the data is held that your CRM processes need to access. If your marketing is based on static data then Dynamics CRM will work well for you; if your marketing is based on transactional data then Dynamics NAV is likely to be the better choice.

What is meant by CRM

What do people mean by Customer Relationship System or CRM? The term is subject to interpretation and abuse. There are four aspects of CRM, the first three are mandatory for a system to claim it is a true CRM:

* Contact Management: static details such as name, address, contact preferences
* Sales Force Automation: process management such as interaction notes, forecasts, pipeline management and quote production
* Marketing Information Systems: segmentation and campaign tools including campaign budgets, i.e. ability to specify target groups by static and transactional information and create activities
* Service Management: Contract management and call logging / progression

Microsoft Dynamics NAV has had basic Contact Management since version one was released in the early 1990s. Initially this was the ability to hold multiple contacts against a customer, prospect or supplier and the ability to convert a prospect to a customer (or supplier) record. Over time this evolved to support Sales Force Automation (quote production, pipeline management, forecasting etc) and Marketing Information Systems (campaign management, segmentation etc). The addition of Service Management in version 3.7 meant that NAV could properly claim to provide a full CRM solution.

Microsoft Dynamics CRM was first released to market in 2003 and has grown rapidly, partly due to ease of adoption (low entry price and integration with Outlook client being key factors to its success). The functional areas include all four aspects of CRM (although detailed features differ between the two systems, NAV and CRM).

Key factor is where data is held

The key factor in determining whether to deploy Dynamics NAV or Dynamics CRM to meet your needs will depend on where the data is held that your CRM processes need to access. If your marketing is based on static data then Dynamics CRM will work well for you; if your marketing is based on transactional data then Dynamics NAV is likely to be the better choice.

The case is similar for service management processes; if your service desk needs to be continually accessing data that is held in your ERP system (products purchased, warranty periods etc) then it makes sense to keep everything in the one system, so your choice is likely to be Dynamics NAV.

In 2010 Microsoft released a standard connector to integrate CRM and NAV. This is fairly basic but can be further developed as required. However, it rarely makes sense to build complicated interfaces when the processes could be easily managed in the one system.

Prior to the release of Microsoft Dynamics NAV 2009, there were valid points about the User Interface being preferable in Dynamics CRM. This is no longer the case and most users would not notice the difference between the two products. For a number of reasons, subscription based Dynamics CRM is substantially more popular than subscription based Dynamics NAV. This is because CRM tends to be a simple process, the pricing structure for subscription based Dynamics CRM is deliberately aimed at competing against Sales Force and therefore extremely cost effective and not forgetting the emotive hurdle of hosting ERP, i.e. we could do it but will your finance team feel comfortable about it? With true browser clients for Dynamics NAV (web and smart-phone compatible) now appearing on the market, this playing field is levelled.

So which one to choose? Where CRM is a standalone activity, Microsoft Dynamics CRM will suit you very well. Where your customer interactions draw heavily on data in your ERP system, deploying Microsoft Dynamics NAV is the better option.

Mallik Kesavaraju - PeerSpot reviewer
Associate Director at Cognizant Technology Solutions
Real User
14 March 17

You can go thru this blog post that answers your question in detail:
Ultimately it depends on what you want to get out of your CRM application. I also strongly urge you to consider PegaSystems offering though it is marginally more expensive. They call it 'evolved CRM' as it combines CRM, BPM and analytics.

PeerSpot user
Proces & IT adviseur Dynamics NAV & EazyStock at a tech consulting company with 51-200 employees
14 March 17

Looking into Dynamics CRM is advisable. CRM as part of Dynamics NAV is limited, can be fine for B2B companies having little CRM requirements. For B2C Dynamics NAV CRM will often be to limited. Integration with social media is not available in CRM of Dynamics NAV. In CRM standard NAV you will find: segmentation, campagnes, tasks, interactions / contact moments, opportunities. But limited functionallity to create workflows within your sales proces (like follow up).

it_user323985 - PeerSpot reviewer
Microsoft Dynamics Consultant/Architect at a tech services company with 51-200 employees
15 March 17

Considering MS Dynamics CRM is advisable but only after a thorough understanding of both the statistical data that is likely to serve the Marketing and Sales department, in addition to the transactional data in Dynamics NAV. There are a Humpty number of deployments for various industries where Dynamics NAV's Sales and Marketing works well as an integrated CRM Module

15 March 17

This will depend on how far-reaching the customer’s CRM needs are. Dynamics CRM is the most complete solution, but most customers don’t need all the functionality it provides.

We usually start off implementing the NAV CRM, of course with no licensing cost involved save for NAV Limited Access users, for the customer to use and determine whether it is all that he needs, which has been the case with most customers.

Best regards,

Roberto Engel

15 March 17

It depends on whether you want the additional functionality of the Dynamics CRM or if the NAV CRM will suffice. Bear in mind that the Dynamics CRM is a separate SQL database to the NAV SQL database.

Find out what your peers are saying about Microsoft, Oracle, Pega and others in CRM Customer Engagement Centers. Updated: September 2022.
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14 March 17

there are certainly limitations with NAV CRM in comparison to Dynamics CRM. To understand whether your specific business requirements needs the additional features or not would require more information. In essence Dynamics CRM is about relationship management and has superb functionality for sales, marketing and customer service. NAV CRM is more an internal focussed operational tool.
From the information below, I would be more concerned that you are bespoking your system to the extent indicated. This is not a recommended solution.

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