.jpg?width=900&name=case%20study%20feature%20(61).jpg)
Dynamics 365 is a good fit for organisations that want a CRM they can shape around their own processes, that already use Microsoft 365, and that expect their needs to grow. Its main strengths are how far it can be customised, its integration with Outlook, Teams, Excel and the Power Platform, strong reporting through Power BI, and security that comes from the same Microsoft Entra ID sign-in you already use. This article goes through those features and when Dynamics 365 is, and is not, the right choice.
What is a CRM?
CRM, or customer relationship management, is the combination of technology and process you use to manage your relationships with customers and clients. Sales tends to be the starting point, but a CRM can cover the whole customer lifecycle, from marketing and lead generation through sales to customer service and account management.
Done well, a CRM gives you one place for customer data, makes processes more consistent and gives management reporting that everyone trusts. The platform matters, because it decides how easily the system can be fitted to the way you work. If you are still deciding whether you need one, read why your business needs a CRM.
What is Microsoft Dynamics 365?
Dynamics 365 is Microsoft's set of cloud business applications covering CRM and ERP. The CRM apps include Dynamics 365 Sales, Dynamics 365 Customer Service, Dynamics 365 Field Service and Dynamics 365 Customer Insights, which was previously called Dynamics 365 Marketing. The ERP apps include Business Central, Finance, Supply Chain Management and Project Operations. You license the apps you need rather than the whole suite.
The CRM apps are built on Dataverse, the same data platform used by Power Apps, so your customer, sales and service data sits in one structure with one security model.
What are the key features of Dynamics 365?
You should expect any serious CRM to offer mobile access, dashboards and charts, and proper security. Dynamics 365 does all of those. The features below are the ones that tend to make the difference when organisations compare it with other platforms.
Flexible and customisable
Dynamics 365 can be configured to fit how your business works rather than forcing you to change your processes to fit the system. You can add custom tables and fields, remove the ones you do not need, change labels to match the terms your people use, and set up business process flows that guide users through each stage. Because it is built on Dataverse, the same platform can manage relationships that are not strictly customers, such as partners, suppliers, members or donors.
The flexibility needs some discipline. Every customisation has to be looked after, so keep changes to the ones that serve a clear purpose.
Room to grow
You can start with one app and a small number of users and add more as the business changes. Dynamics 365 Sales, for example, comes in Sales Professional, Sales Enterprise and Sales Premium, so you can move up a tier when you need more advanced features. Microsoft releases updates to Dynamics 365 in two major release waves each year, so the platform keeps developing without you having to run upgrade projects.
Automated workflows
Dynamics 365 licences include Power Automate for flows that work with Dynamics 365 data, such as assigning new leads, sending reminders or creating a task when a case is escalated. Power Automate is low-code, so a trained super user can build simple flows without a developer. More complex automation, or flows that connect to systems unrelated to Dynamics 365, may need standalone Power Automate licences. Our Power Automate page has more on what it can do.
Microsoft 365 integration
If your organisation already uses Microsoft 365, this is often the deciding factor. Dynamics 365 works with:
- Outlook, to track emails and meetings against the right customer record
- Teams, so you can embed Teams chats in Dynamics 365 records and see customer data inside Teams
- Excel, for importing and exporting data and for Excel templates used in pipeline analysis and forecasting
- Word, for templates that produce quotes, letters and other documents from Dynamics 365 data in one click
- SharePoint, for storing documents related to a record
It also works with the wider Power Platform, including Power Apps for custom apps on the same data, Power Pages for customer and partner portals, and Copilot Studio for building agents that can answer customer questions.
Reporting and Copilot
Every Dynamics 365 app includes views, charts and dashboards, and users can build and save their own views and charts without needing IT. For reporting across apps or with data from other systems, Power BI reports can be built on Dynamics 365 data and embedded back into the apps. Copilot is built into Dynamics 365 Sales and Customer Service, where it can summarise records, prepare meeting notes and answer questions about your data in plain language.
Security and compliance
Your CRM holds some of the most sensitive data you have, so security matters. Dynamics 365 uses Microsoft Entra ID for sign-in, which means the single sign-on, multi-factor authentication and Conditional Access policies you already run for Microsoft 365 apply to your CRM as well. Inside the system, Dataverse role-based security controls which records and fields each person can see and change, which becomes even more important once Copilot is summarising data for users.
Is Dynamics 365 right for your business?
It depends on what you need now and where you expect to be in a few years. Dynamics 365 is a strong fit if you:
- already use Microsoft 365 and want your CRM to work with Outlook and Teams
- have processes that do not fit a standard sales pipeline and need configuring
- want to connect sales, marketing and service in one system, or add ERP later
- need reporting that combines CRM data with other sources
If all you need is a simple contact list and pipeline slightly more advanced than a spreadsheet, Dynamics 365 may be more than you need. For organisations that expect to grow, or that need the system to fit their own processes, its flexibility and Microsoft 365 integration usually make it a sound long-term choice. Our guide to building a Dynamics 365 business case covers how to make that decision properly.
Frequently asked questions
Is Dynamics 365 a CRM or an ERP?
Both. Dynamics 365 is a family of apps, with CRM apps such as Sales, Customer Service and Customer Insights, and ERP apps such as Business Central, Finance and Supply Chain Management. You license only the apps you need.
What is Dataverse?
Dataverse is the data platform that the Dynamics 365 CRM apps and Power Apps are built on. It stores your data in tables with a shared security model, so custom apps, automations and reports can all work from the same records.
Can Dynamics 365 be customised without a developer?
A lot of it can. Tables, fields, forms, views and business process flows can be configured without code, and Power Automate flows are low-code. Integrations with other systems and more complex logic usually need a developer or a partner.
How often is Dynamics 365 updated?
Microsoft delivers updates continuously and publishes two major release waves each year, with release plans published in advance so you can see what is coming.
If you would like to talk to us about whether Dynamics 365 is the right CRM for you, or you need help with a system you already have through our Dynamics 365 support, get in touch with us.
/SharePoint%20Migration/Half-Screen-Image-Size-%20people%20writing%20on%20glass.png?width=800&name=Half-Screen-Image-Size-%20people%20writing%20on%20glass.png)
/Individuals%20working%20off%20different%20devices%20at%20a%20desk..png?width=800&name=Individuals%20working%20off%20different%20devices%20at%20a%20desk..png)