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We know you re eager to get into the details of how Microsoft Dynamics CRM 2011 works and learn more about its great customization capabilities. Before we dive into those details, we need to cover some background information about Microsoft Dynamics CRM and introduce some of the core concepts and terminology used throughout this book.

What I m trying to accomplish here is to help you determine how familiar you are with SQL, so you ll be able to decide whether you need to spend some additional time learning SQL after or while you learn PL/SQL..

Think back to a particularly bad customer service experience you had. Maybe you called a customer service phone number and were transferred to five different people, and every single person asked you the same questions so that you had to keep repeating the same answers. Or perhaps a salesperson pulled together a proposal for you but forgot to include your preferred customer pricing in the quote. Or maybe a credit card company mailed you an application for a new account, even though you ve had an account with that company for 10 years. You probably thought to yourself, Why doesn t this company know who I am Do any of these situations sound familiar As its name implies, the goal of customer relationship management (CRM) is to enable businesses to better manage each and every customer experience. More important, CRM strategy recognizes that customer experiences span over time and that a typical customer might interact with your business 50 to 100 times in the course of your relationship. Ideally, your company could provide each customer a personalized experience based on the customer s unique history of interactions with you. For example, when customers call your service department, you wouldn t have to ask them to answer the same questions

The core idea behind a relational database and SQL is so simple it s elusive. Take a look at Table 1-1 and Table 1-2.

over and over again; your most valuable customers would always receive preferred pricing; and you wouldn t ask longstanding customers if they would like to open an account. Important The purpose of CRM is to enable businesses to track and manage all of their

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Object-oriented programming (OOP) is an approach to software development in which the structure of the software is based on objects interacting with each other to accomplish a task. This interaction takes the form of messages passing back and forth between the objects. In response to a message, an object can perform an action, or method. If you look at how you accomplish tasks in the world around you, you can see that you interact in an object-oriented world. If you want to go to the store, for example, you interact with a car object. A car object consists of other objects that interact with each other to accomplish the task of getting you to the store. You put the key in the ignition object and turn it. This, in turn, sends a message (through an electrical signal) to the starter object, which interacts with the engine object to start the car. As a driver, you are isolated from the logic of how the objects of the system work together to start the car. You just initiate the sequence of events by executing the start method of the ignition object with the key. You then wait for a response (message) of success or failure.

customer interactions over the lifetime of the customer relationship. CRM is a business strategy, and companies typically use a CRM software system as a technology platform to help implement their CRM strategy, processes, and procedures.

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In today s competitive business environment, mistreated customers can easily find other vendors or suppliers that are eager to replace you. However, if you give your customers a personalized experience, they re more likely to value their relationship with you and continue to patronize your business. The CRM philosophy makes so much sense, so why do so many companies force good customers to suffer through bad experiences every day As you probably know, it s very difficult for companies to embrace a CRM strategy and create consistently great customer experiences. Some of the factors that make a CRM strategy difficult to implement include the following: