We know that Microsoft Dynamics 365 Business Central (previously NAV) is primarily an ERP solution. But even so, this product has some customer relationship management capabilities. And name ‘Business Central’ probably comes because this solution can provide all business activities in one solution. But as this is primarily an ERP solution, the biggest strength comes in ERP, and in other areas, such as CRM or HRM, the level of functionalities is significantly lower. But let us make an overview of what is already in Business Central, but we can say it can be treated as CRM.
First, what we can find are a good customer and contact management. Still, as customers play an essential role in every ERP solution, we can emphasize more about contact management where we have some basic information about contacts and some segmentation.
You can also find some level of creating and tracking opportunities and sales quotes and interactions. You can also have some possibilities to make direct phone calls from BC or send an email. This is more or less what we have, but this is not a small number of functionalities.
Today I’ll not go into details about all these features. I just wanted to show some basic information about them and explain on a high level in which situation you should think about an additional and full CRM solution. As a full and independent CRM solution, I’ll focus on Dynamics 365 Sales Professional:
- First, naturally, if you don’t have enough functionalities, you will take a specialized CRM solution, but let’s talk in detail on another occasion.
- Second, the price can be an issue. If you have pure CRM users, they still need to pay $70 or even $100 for the license as they must pay a BC license even if they need only CRM capabilities. Sales Professional full license price is $65, and you can get full CRM. But with the new attach license for Dynamics 365 Sales Professional, BC clients can add a full CRM solution for an additional only $20.
- Third, as I mentioned in the beginning, Business Central is still primarily an ERP solution, meaning its UI is built for ERP and not for CRM. Even if you have many CRM features, when we compare usage of these features, this is definitely not even close to being useable as in a regular CRM solution.
Today I wanted just to make a high-level overview, but in future texts, I’ll try to be more accurate about when CRM in Business Central is enough for you and when you should think about integration with Dynamics 365 Sales.