What is Microsoft Dynamics 365 Customer Engagement and how to prepare your company for CRM implementation?

June 2025

Microsoft’s CRM platform is often identified as Microsoft CRM, Dynamics CRM or Microsoft Dynamics 365, depending on the context and level of user awareness. But what is the actual name of a comprehensive solution from Microsoft designed to help businesses manage customer relationships effectively? Let’s take a closer look.

Previously, Microsoft offered a single product that combined sales, marketing and service modules – Microsoft Dynamics CRM. The system’s capabilities fully covered all the necessary functionality for marketing, sales and customer service specialists to perform their daily tasks related to working with both potential and existing customers.

Therefore, over time, it was decided to divide the unified CRM solution into four separate cloud-based, intelligent applications: Microsoft Dynamics 365 Sales, Microsoft Dynamics 365 Customer Insights – Journeys, Microsoft Dynamics 365 Customer Service, Microsoft Dynamics 365 Field Service, and to combine them into a platform called Microsoft Dynamics 365 Customer Engagement. Each application can be implemented individually or seamlessly integrated with one another, as well as with other ERP systems and products of the Microsoft Dynamics 365 ecosystem.

A brief overview of the applications included in Microsoft Dynamics 365 Customer Engagement platform:

• Microsoft Dynamics 365 Sales: provides sales teams with powerful tools to effectively manage both leads and customers, enables planning communications with a comprehensive 360-degree customer view. This module helps companies optimize their sales processes, assign and track tasks for managers, analyze the sales pipeline along with other key performance indicators (KPI) in real time.

• Microsoft Dynamics 365 Customer Insights – Journeys: helps companies understand their customers better and build personalized relationships with them. With capabilities such as segmentation, intent prediction, accelerated engagement in marketing activities and ready-to-use newsletter templates, this module enables marketing teams to attract new customers much faster and strengthen their loyalty. And that’s just part of the features that take the effectiveness and productivity of marketing campaigns to the next level.

• Microsoft Dynamics 365 Customer Service: streamlines the customer interaction process by offering a wide range of features that provide a unified approach to delivering consistent, high-quality service experience. It helps service representatives respond quickly to inquiries and resolve customer issues effectively. For example, the system automatically assesses the severity of requests and assigns their priority. It can also route customers to the most appropriate managers based on geographic location, issue type or severity of the problem. Additionally, the application includes knowledge management capabilities that allow storing, searching and creating information articles to deliver quick assistance.

• Microsoft Dynamics 365 Field Service: provides a wide range of functionality for automating the entire customer asset service lifecycle: from post-sales installation and equipment configuration to preventive maintenance, resource management and product inventory. With built-in planning tools, mobile apps that enable on-site invoicing and integrated AI and analytics capabilities, the solution optimizes workflows related to asset management and maintenance, increasing customer loyalty and trust in your brand. It allows to build seamless communication with clients and generate even more revenue.

At first glance, everything seems clear and straightforward – all the applications included in Microsoft Dynamics 365 Customer Engagement perfectly meet the needs of modern businesses. However, enthusiasm alone is not enough, it is important to determine whether your company is truly ready to implement such a solution. So how can you find out?

In fact, everything is quite simple:

• Willingness to change. You are ready to admit that your company needs changes to improve efficiency and competitiveness.
• Financial readiness. You understand that implementation requires financial investment. However, studies show that these investments tend to pay off quickly. In addition, today the market offers implementation methods that suit different capabilities and budgets.
• Strong team. You are confident that you have a team ready to actively work on the implementation process and help the organization adapt to new workflows.
• Viewing the solution as a tool. You don’t expect instant results and understand that any powerful tool requires constant development, continuous improvement and active employee engagement to be used effectively.

If you answered “yes” to all the points above, you are ready for the successful implementation of the CRM applications of Microsoft Dynamics 365 Customer Engagement platform in your company. And Innoware will be happy to become your reliable partner for implementation.

However, if some of the aspects mentioned above need improvement today, that’s not a problem. We are ready to provide professional advice on each of them and guide you step by step in the future to the implementation of the project.

For additional information or a cost calculation of the CRM implementation project for your company, please contact our specialists: +38 044 490 22 20 (UA), +1(302)4672024 (US), crm.iwsite@innoware.com or reach out to me directly.

Valentyna Zaluska
Sales Account Manager at Innoware

Original article