Functional Modules Microsoft Dynamics CRM

What is Functional Modules?

The entire Microsoft Dynamics CRM is designed around the following functional modules.

  • Sales
  • Marketing
  • Service Management

These functional modules are often called as Work Areas.

Understanding CRM Functional Modules

The complete CRM application is split functionally for special types of users and teams. hence, if an company is using CRM to manage its methods, the users from the sales group would use the functionalities that come under the sales module, even as the users from the marketing team could use functionalities that fall below the marketing module.

All these three functional modules come together to drive the entire lifecycle of gaining a new consumer (marketing), promoting them the services (sales) and preserving the existing customers (service management).

Functional Modules

To recognize this flow in a higher manner, consider a bank which sells credit cards to its customers. the typical lifecycle of selling a credit card to a customer would be as follows. In each step of this lifecycle, you may see how the sales, marketing and provider modules perform their role.

Sales & Marketing − The bank’s call center office executive gets data of capability customers; often called as Leads in CRM. these Leads are captured in the CRM system through marketing campaigns, sales drives, referrals, etc.

Sales − the call middle executive communicates with those Leads either through phone calls/emails/etc. If the client is interested in the credit card presenting, the Lead record will be converted to an opportunity record (won Lead).

Service − once a customer becomes a part of the system, the organization might assist him/her with bills, billing, refunds, etc. whenever the customer has any queries or issues, they may make a call to the call middle and raise incidents. The executive will followup to resolve the case with the purpose to offer quality provider to the patron. those tasks fall under CRM service management.

Navigating CRM Work Areas

Step 1 − Open CRM home page.

Step 2 − by default, you will see the sales work area as selected.

Functional Modules

Step 3 − To change the work area, click the Show work areas option. You will see the options for selecting Sales, Service, and Marketing.

Functional Modules

Step 4 − click sales. this can show you all the entities which fall below sales including bills, Contacts, Leads, opportunities, competitors, etc. every of these entities are classified through their enterprise method including My work, customers, sales, Collateral, etc.

Functional Modules

Step 5 − Similarly, if you click the Marketing work area, you will see all the entities related to Marketing business functionalities.

Functional Modules

Sales Module

The sales module of CRM is designed to drive the entire income lifecycle of a new customer. The income module includes the following sub-modules −

Leads − Represents a person or an organization that may be a potential purchaser to the organisation in future. this is step one towards getting a ability customer in the system.

Opportunities − Represents a potential sale to the customer. once a Lead indicates interest within the providing, it receives converted to an opportunity. An opportunity will either be gained or lost.

Accounts − Represents a organization with which the company has relations. once an opportunity wins, it receives converted to either an Account or Contacts.

Contacts − Represents a person, or any individual with whom the enterprise has relations. generally those Contacts are the customers of the organizations (e.g. all credit card customers of a bank). once an opportunity wins, it receives converted to either an Account or Contacts.

Competitors − Manages all of the market competitors of the organization.

Products − Manages all the products provided through the organisation to its customers (example, all of the credit card plans).

Quotes − a formal provide for products or services proposed at specific prices sent to a prospective customer (example, yearly pricing of a certain credit card plan sent to the customer).

Orders − A quote that gets common through the purchaser turns into an Order (example, out of all of the plans that the company gives you, you may go for a 6-month subscription).

Invoices − A billed order generates an bill.

Marketing Module

The marketing module of CRM is designed to force the entire marketing method of an organization for its present and potential customers. The marketing module includes the following sub-modules −

Marketing Lists − provides a way to group your Contacts, accounts, and Leads and interact with them through sending promotional emails, event information, newsletters and different updates relevant to the target customers. you may outline the criteria to create your marketing lists (example, contacts aged between 25 and 35).

Campaigns − Campaigns are designed to measure the effectiveness and accomplish a specific result, including introducing a new product or increasing the market proportion and may consist of various communication channels including email, newspaper ads, YouTube ads, etc.

Quick Campaigns − A quick campaign is just like campaign however it may be associated with only one type of activity.

All the above marketing modules work in close co-ordination with the sales module.

Service Management Module

The service management module of CRM is designed to attention, control, and track the customer service operations of an company including supporting the incident-based services, assisting the customers using provider scheduling, and so on.

The service management module covers the following sub-modules −

  • Cases (Incidents) − helps any customer requests, problems, or complaints to be tracked through incidents/cases. A case follows various levels of an issue resolution process and then finally gets resolved and is closed.
  • Knowledge Base − maintains a master repository for all of the common questions and answers that the customer frequently asks.
  • Contracts − Contracts work with cases indicating all of the active contracts that the customer has.
  • Resources/resource Groups − Represents the people, tools, rooms, or pieces of equipment that are used to deliver a provider. these resources can be used to solve a specific customer problem.
  • Services − Represents all of the services that the organization offers to the customers.
  • Service Calendar − Used to schedule work timings and schedules of the users who work in the organization.

Activity Management

All the modules defined above use the activity control module of CRM. An activity represents any type of interaction with the customer including a phone call, email, Letter, etc. these activities can be related to any of the entities explained earlier consisting of Account, contact, Lead, Case, etc. through default, CRM presents following types of activities out-of-the-box –

  • Phone Call
  • Email
  • Task
  • Appointment
  • Recurring Appointment
  • Letter
  • Fax
  • Campaign Response
  • Campaign Activities
  • Service Activity
  • Custom Activities


In this chapter, we have learnt about the three primary modules of CRM – sales, marketing, and service management. We understood how the work regions are prepared in CRM and how the complete lifecycle of a CRM company works. We also looked at the activity control module of CRM which allows to create phone, email, Fax and different types of customer interaction activities.

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