Microsoft Dynamics CRM Gets More Social

After inking a strategic partnership with Salesforce last week, Microsoft is rolling out its Dynamics CRM spring wave. The latest iteration comes with Microsoft Dynamics Marketing, Microsoft Social Listening, and a new Unified Desk.

The spring wave integrates marketing, sales and customer care tools with Microsoft productivity apps like Microsoft Office 365, Yammer, Lync, Skype, SharePoint and Power BI for Office 365.

Bob Stutz, corporate vice president at Microsoft Dynamics CRM, said the company focused its development efforts on understanding what customers need. EUWe redesigned our user interface, implemented a six-month rapid release cycle, made three acquisitions and built many new features -- all culminating in the wave of releases we are bringing to market today,EU he said.

This is Really Different

Social listening is a much-anticipated update to Microsoft Dynamics CRM. The tool lets sales, marketing, and service professionals tap into conversations on social media platforms to get real-time feedback on their brands, products, competitors, campaigns, and issues that could impact their businesses.

Microsoft points to a prime example of the practical applications of social listening at Sealord, a global sustainable fishing enterprise. Sealord uses Microsoft Social Listening to better understand its stakeholders, including their beliefs about key industry and sustainability issues, and the chatter from organizations and individuals influencing opinions in this area.

When the topic of shark-finning sparked social media outrage, for instance, Sealord listened in to social channels and leveraged the opportunity. The company took a clear stand on the issue and won global recognition and achieved a reach that it could measure, understand, and communicate internally.

EUWithout Microsoft Social Listening, we would not have had the opportunity to hear what was top-of-mind for our stakeholders and the community we serve, and ensure SealordEUs work to be sustainable in these areas was understood,EU said Alison Sykora, public affairs and communications manager...

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