The customer service capabilities within Dynamics CRM has come a long way since Dynamics CRM 4.0.

This multi-series blog focuses on the evolution of customer service within Dynamics CRM since V4.0 and how it covers the entire spectrum of customer servicing.


Traditionally, most customer service organisations work to resolve customer queries and issues via Phone and Email channels. In my opinion, the biggest challenge with traditional customer service is the digital divide between the customer and the customer service organisations. This resulted in the Agents spending a lot of time over the phone trying to resolve customer issues. The customer has to wait on the phone to be served and has to wait longer to get their issue resolved after multiple follow-ups. This affects the overall customer satisfaction. All this during the days when ‘Self-Service’ meant logging tickets via the websites and Social Media was a brand new term.

What did Dynamics CRM Offer?

The traditional Dynamics CRM Service Management module tried to keep up with this pace and offered features such as

✔︎  Workload Management using Queuesmy

✔︎  Notifications and Routing using Workflows and Plugins

✔︎  Searching and associating Knowledge Base Articles

Call Centres integrated CRM with CTI tools such as Avaya and Genesys, which gave the solution additional capabilities around Screen Popups and Call Transfers.

customer service capabilities in dynamics crm

Business Analytics was hard, and it did not allow Customer Service Managers to obtain a real-time view of their KPIs and Operations. Custom Reports were developed to lessen the pain, but this didn’t auger well when the requirements evolved and KPIs changed.

Social Media was evolving and there was a talk about the concept of Social CRM, but it was unclear how this could work for Customer Service Organisations. As such, the major channels were Phone Calls and E-Mails for case logging. The Customer Service Agent would have multiple applications open to service a customer. Context switching between applications was difficult and did not provide a good user experience.

Adding to the above shortcomings was the high attrition rate within the Service industry. The cost of training and operational expenses was high as the newbies needed to be trained on all the internal systems and the learning curve was big.


Customers have always been demanding and had more ‘Needs’ than ‘Wants’. Customer service industry were only able to satisfy the ‘Wants’, but not so much the ‘Needs’. This parallels what the Dynamics CRM product had to offer. Looking back, there was a lot to be desired out of a CRM solution for a Service industry.

In my next blog article, I will talk about the current trends with the Customer behaviour and how the Microsoft Dynamics CRM has scaled up and broad to fulfil the ‘Needs’ of the customer.