Jukka Niiranen

Tag: exam

  • From MS CRM to Dynamics 365 Customer Engagement

    From MS CRM to Dynamics 365 Customer Engagement

    Last year when Microsoft officially launched their Dynamics 365 commercial offering, it marked the end of the Dynamics CRM brand. Initially launched as “Microsoft CRM” in 2003 and then rebranded as “Microsoft Dynamics CRM” in 2005 (see the first 10 years of the platform’s history in this blog post), the acronym “CRM” had become a big part of the identity for the ecosystem surrounding the software product. Nevertheless, there were fair arguments for why those three letters had gradually become a bit of a liability for the rapidly expanding cloud business applications platform that now reaches far beyond the familiar CRM grounds. My point of view can be found from the post “The End of CRM as (Microsoft) Software”, which turned out to be one of my most popular writings in 2016.

    So, out with Dynamics CRM and in with Dynamics 365. Problem solved! Except that this time around the rebranding had a bit wider reaching impact, due to the fact that it covered not only CRM but also the ERP side of the house. And not just one but two ERP’s: AX and NAV. With the catchy names “Microsoft Dynamics 365, Business edition” and “Microsoft Dynamics 365, Enterprise edition”, MS has almost managed to hide the fact that each of the editions consists of two completely separate application platforms. A bit like what they did with Office 365, which seemed to have worked out very well for MS, so not a surprise we’re seeing the same playbook in action again.

    In this new world, we now have the concept of an “App”. You could, for example, license just “Dynamics 365 for Sales, Enterprise edition” if you don’t want to manage cases, or “Dynamics 365 for Customer Service, Enterprise Edition” if leads and opportunities are not on your radar. Financially the incentives for buying the complete “Plan 1” with all the Apps is quite strong, though, so the App model may not become a big part of the conversation after the customer has made the license acquisition and the real fun begins – as us “consultants formerly known as CRM consultants” surely are well aware of.

    The real question that remains is: what exactly do you have once you’ve bought the software license? Unless you opted for the full suite of Plan 2 and also acquired the ERP application called Operations (in the Enterprise edition), you’re dealing with a subset of Dynamics 365 that does not have any name. If you go XRM and create custom entities, they do not exist inside the walls of “Sales” or “Customer Service” specifically. They’re in “CRM”, just like 90% of the platform functionality exists across all the Apps.

    Why using the generic Dynamics 365 name can become confusing is that you can’t assume any text containing it to be about the ex-CRM part of it. It might as well be about ex-AX or ex-NAV. If you go and look at the SDK documentation on MSDN or the newer site at docs.microsoft.com, all they talk about is “Microsoft Dynamics 365”.

    As long as you have a long history of working with any of the three platforms, you’ll probably be able to identify what the text you’re reading refers to after a while. But what about all the newcomers that the Dynamics ecosystem needs to attract, in order to continue on its growth trajectory? How will they know what applies to which platform? As an example, here’s what the new MB2-715 certification exam page originally looked like:

    “Microsoft Dynamics 365 Online Deployment”. Mmm, yeah, so will this cover both CRM and AX? If you would ignore the CRM old logo with the “Sails” that have actually been discontinued since WPC 2015 announcement already (and can still found in some Microsoft sites & services), the actual description text of the exam never once mentions if its about CRM or ERP. By scanning through the related course material on Dynamics Learning Portal, the word “CRM” is completely avoided in every place – even though it’s obviously all about our beloved platform. The reason of course being that there hasn’t been anything sensible available to replace CRM with, if you stick to the official MS branding guidance.

    This is just silly, and being the brutally honest consultant that I am, I also voiced my concern over on Twitter about this. In fact, there was already an earlier discussion I had with some of the community members about this lack of proper product names for us to use. Nick Doelman wrote a great blog post about this, so go and check it out for context. Yesterday, when I was again browsing through a list of the latest DLP materials, though, I came across a term that I had been expecting to see in public facing Microsoft sites for quite some time now. Here it is:

    Microsoft Dynamics 365 Customer Engagement. There we have it, folks! The MB2-715 exam description was updated not just with the new logo but also a name that properly describes which particular platform the exam is about. I’ve seen this term being unofficially used among MSFT personnel, but now we get a search engine hit for it that’s not just partner content.

    What do I think of the name? I believe it’s the right compromise to make, given that CRM must go and XRM is too technical for the wider audience. It’s most likely not a brand that Microsoft is too thrilled about promoting, but it’s a name that must exists – because there aren’t really any other good options around. The way I see it, Dynamics 365 Customer Engagement isn’t so much the result of a grand vision but rather it has been born out of necessity. And I for one am perfectly happy with starting to use it, if indeed this becomes the third name for the XRM platform. Not the Apps, but the thing that was MS CRM and Dynamics CRM back in the days.

    So, should I now rush out to buy a suitable domain name for “Surviving Customer Engagement”? Hmm, I think I’ll hold off from any rash decisions, since the kind of changes that we saw with the Dynamics 365 launch last year are maybe good for grabbing media attention but not the optimal approach if you just want to get your message across to the Dynamics community. CRM will be around for a while, even though we may gradually need to shift towards using a bit different vocabulary when talking about the business application platforms that we work with.

  • Know your application: the MB2-868 exam for CRM 2011

    You pass! That’s a sight for sore eyes after staring at 75 grey screens full of Microsoft Dynamics CRM 2011 Applications certification exam questions for almost 2 hours. I received 750 points out of the required 700 minimum, so not exactly a walk in the park, but who’s going to care about the detailed statistics of how you acquired your MCTS certification?

    During the test I did have to go back to some 15 questions I marked for review during the initial round and spend a fair amount of time rolling the virtual dice in my head. Well, not exactly like that, but rather trying to reverse engineer the process of how the people at Microsoft might have designed the application to function in different scenarios and what reasons and practical limitations lead them to these choices. While many of the questions could well be taken from real life use cases, the way in which you need to be able to solve these problems in the exam is quite far from the normal routines. In real life you experiment, investigate and iterate, whereas here you’ve only got a few words to work on; each of them possibly containing a hint towards the right answer, or alternatively loaded with the malicious intent of leading you astray.

    Just because you’ve been working with the Dynamics CRM application on a daily basis for several years, doesn’t guarantee you would pass the MB2-868 exam. Even MVP’s have failed on their first attempt, so beware! The amount of product information covered in the Applications exam is growing all the time as new features are introduced and with CRM 2011 there’s a lot to read, let alone to try out in the application itself. At least when I was going through the training materials, the most time consuming part was when I constantly kept coming up with new ideas about “hey, this is something we must also set up for our presales demos”. Even though I had started digging deeper into the new version functionality already before the beta of CRM 2011 was released (and compiled my findings into two “what’s new” presentations you can find here: pt1 and pt2), preparing for the Applications exam made me realize how much of pre-2011 functionality you also need to keep in mind at the same time.

    So, tell me then, how important is it to remember by heart from which menus a particular standard report can be executed, when they’re A) all available from the Reports menu anyway and B) usually available in the right context for the user? Or what about studying all the different record statuses in which certain actions can be performed, when we’ve got a graphical, context sensitive ribbon persistently available in the UI, gently reminding us of the things we can and cannot (greyed-out/hidden buttons) perform at any given time? Like it or not, this is the direction that these multiple choice exams tend to drift towards: detailed information that’s perhaps nice to know, but won’t matter much in terms of real life skills required while actually using Dynamics CRM.

    If we look at Microsoft’s target audience definition for this exam, it reads:

    This exam is intended for individuals that plan to implement, use, maintain, or support Microsoft Dynamics CRM 2011 in their organization.  The exam is also intended for service schedulers, administrators, office managers, CEOs, and consultants who want to demonstrate foundational understanding of the application functionality.

    Quite a broad definition then. If you as an end-user or administrator are interested in learning details about the default functionality available in Dynamics CRM 2011, by all means do attend the training courses and download the training manuals from CustomerSource. They contain a wealth of useful information and some nice exercises you can try out in, for example, your very own 30-day trial environment of CRM Online (which may offer you quite a different “vanilla” training environment than your customized production CRM server). However, don’t worry too much about “demonstrating foundational understanding” of Dynamics CRM through the MB2-868 exam. The system is far easier to use in everyday life than how the exam questions portray it, so you’re better off in directing that time and energy towards exploring the possibilities that Dynamics CRM gives you in customizing the system to fit your business data and to automate your business processes. That’s where the real ROI of your CRM system is hiding, after all.

    Microsoft Dynamics CRM 2011 Applications courseware

     

    For those of you who need to take the exam due to MS partner competency requirements, the MB2-868 exam page section “skills measured”  is a useful document to keep by your side when browsing through all the CRM 2011 applications MOC courseware. Checking the topics enables you to better balance your study efforts, to make sure you’re not just diving deep into one module and neglecting another. This is how everything counts:

    • Marketing automation: 27%
    • Sales management: 30%
    • Service management: 24%
    • Service scheduling: 19%

    For example, service scheduling and service contract management have been standard features of the Dynamics CRM product for a long time, yet I find it hard to discover real life use cases of customers having deployed these processes into production use. Either the organization has initially tried using them, but later given up due to the mismatch of the built-in process flow and solved their problem with custom entities instead, or then they’ve gone down the customization route directly. As a result of this, it’s not necessarily an area that CRM consultants would be too knowledgeable on, when considerably more of their time is spent configuring and training the sales process in CRM.

    Does this then mean that these modules should have less emphasis in the exam? Well, at the end of the day, probably not. If you look at things from Microsoft’s point of view, it is in their best interest to have CRM consultants be aware of all the different functionality that their product contains out of the box. Precisely because their common tendency might be to focus on what they already know best and leave out the rest of the story when discussing with potential and existing Dynamics clients, it’s actually a fair exercise to make these specialists step outside of their comfort zones for a while during the certification process. Sure, you may not need the information in the projects you’re working on right now, but you need to have the ability to get up to speed quickly when duty calls.

    Finally, here’s a few practical tips from me on how to prepare for the CRM 2011 Applications exam:

    • Goal management: understand what values are recorded on which entity, the impact of ownership, fiscal year settings.
    • Teams and queues: this is where most of your answers based on experience from CRM 4.0 will guide you down the wrong path, so forget what you know and learn the new CRM 2011 way of working.
    • Charts and dashboards: what the user can do vs. what the admin can do, this should actually be pretty much 101 stuff if you’re well in grips with the solution management side of things. However, you shouldn’t forget about SSRS entirely: open each default report at least once and try them out, just to refresh your memory.
    • Marketing lists: Try building a few dynamic marketing lists to see how they’re different from the traditional static ones, and also how to mix’n match them.
    • Scheduling: you’ll need to understand how capacity management and resource selection rules work from the service and the resource perspectives, there’s just no way around this.
    • Record statuses: trust me, things that require no attention from you in everyday life will be very important here, so play around with as many different entities as you have time for and examine what actions are available on the ribbon in which record status.
    • RTFM: knowing how the system works is not good enough, as some of the questions are clearly derived from how the use cases are described in the training material, and in these kind of exams every word in the questions and answers is significant. So, don’t just play around with the fun tools built into CRM 2011 or trust what a lecturer tells you – also read through the MOC PDF’s.

    And just to close things off, some useful links for seeing what others think about MB2-868: