DynPro & CRM

Customer Relationship Management (CRM) is a term heard frequently when discussions turn to how a business can improve its sales and marketing effectiveness and enhance the customer experience.

At DynPro we see the solution to your effective implementation of CRM as more than just the installation of a software solution. The real key to success in CRM is to first undertake a full business process review and develop a solid understanding of your business needs and supporting processes that deliver on these needs. Secondly, these processes are reviewed to see where technical solutions can deliver additional value to you and your customers. Only once this correlation of technical solutions to business needs has been completed can an effective decision be made as to the type of CRM solution to implement within your organization.

Business Process Review

When a review is done of your business processes DynPro will take a complete end-to-end investigation of the customer life-cycle. This investigation will include policies and procedures, front-office customer service, sales, marketing, systems and current technical infrastructure.  All customer touch-points will be identified and categorized.

The outcome of this review will form the foundations of an effective CRM strategy that will align with your current business drivers and your customers’ needs and expectations.

Technical Solution

The technical solution can have a number of manifestations within your organization. Only once the business process review has been completed can these types of deployment be identified. It is generally agreed that most CRM technical implementations will take one or more of the following three key formats.

Operational CRM

Operational CRM provides support to the front-office business processes which can include marketing, sales and service. The objective here is that all customer interactions are recorded in a central system in a consistent manner so that any member of your staff can see how and why you have communicated with that customer in the past.

 This is particularly beneficial to organizations that have many people responsible for customer service and support, for example call centres.

Collaborative CRM

Collaborative CRM is for those situations where your customer will interactive with your company independently. Common examples of this “self-service” channel are internet post-sales customer support, email help lines, automated voice response phone systems (AVR).

The interactions with the customer in these cases focus on delivering cost-effective solutions to law value interactions as well as providing the customer with 24x7 support.

Analytical CRM

Analytical CRM provides you with a view into the accumulated information on your customer life-cycle. This information can be used for a variety of purposes including

What Next?

At DynPro we do not have only a single solution we try and fit every client to. What we offer is a range of CRM solution that will fit every budget and organizational structure. There are three key CRM offerings we specialize in and these offerings suit a broad cross-section of businesses.



The most cost effective means to enter the CRM space is an implementation of SugarCRM. With the OS edition the software can be obtained free of charge and deployed within your organization on either MS Windows or Linux platforms. SugarCRM OS delivers all the basics in customer data retention, opportunity management and campaign delivery. Integration is available to existing infrastructure such as email. Basic reporting of business metrics is also provided.

With SugarCRM Pro and Enterprise license subscriptions you can improve on SugarCRM OS with the addition of extra functionality. SugarCRM is rapidly gaining territory in the CRM marketplace and is well worth consideration.

Microsoft Dynamics™ CRM

For organizations that have already invested heavily in Microsoft solutions the deployment of Microsoft Dynamics CRM is an attractive option. Microsoft Dynamics CRM is part of the Dynamics range of business solutions from Microsoft that integrate tightly with your existing solutions. For example, customer contact management can be accesses through the Outlook Client you would already have on your desktop.  

With modules for sales, marketing, and customer service, Microsoft Dynamics CRM delivers a fast, flexible, and affordable solution that drives consistent, measurable improvements in every business process, enabling closer relationships with customers and helping to achieve new levels of profitability.

Oracle Siebel CRM

With more than 5.6 million live seats, Oracle's Siebel applications are the most deployed CRM application in the market. Favoured by Fortune 500 companies and other large scale organizations Siebel has developed a number of specialized vertical solutions for areas such as manufacturing, pharmaceuticals and call centres. Siebel is now being developed to meet the needs of small and midsized business through the release of specialized SMB solution packages.

Oracle's Siebel Customer Relationship Management applications help provide insight to the right person at the right time, leading to faster, better informed decisions. With solutions tailored to the specific needs of more than 20 industries, Siebel provides predictive analytics capabilities that deliver real-time intelligence, greater flexibility through support of both J2EE and .NET, and a lower total cost of ownership.