Newsmaker: Is Microsoft bringing CRM to the masses?

The customer is king, or so the old saying goes. It's a very popular claim in the CRM sector, which has moved from being the preserve of giants to a free-for-all.

With market leader Siebel Systems losing customers in droves and grasping the security of Oracle ownership, the stage looked set for upstart on-demand player Salesforce.com to sweep the field. Not any more. Next month, Microsoft's CRM 3.0 will hit office desks, backed by the resources and expertise of IT's biggest player.

The man in charge of Microsoft's CRM business unit believes that, until now, CRM--short for customer relationship management--has been too expensive and overcomplicated (think Siebel) or too simplistic and restrictive (think Salesforce). Brad Wilson argues that a combination of simplicity and industry standard software will suit users of all shapes and sizes. That, he says, is the key to success: Instead of forcing users into business models restricted by the vendors, give them the freedom to use the ones they already know.

It sounds like "CRM for the rest of us," so ZDNet UK talked to Wilson to find out.

Q: You finished CRM 3.0 early?
Wilson: Yes, we were going to make it generally available in the first quarter of next year, but now we will be releasing it in early December. We have had a tremendous amount of general anticipation around this and between October and November, we will have reached between three and four thousand partners and given them a full day's training on Microsoft CRM 3.0.

Did you decide to bring out the CRM tool early to take advantage of the situation at Siebel?
Wilson: Not at all. Our development time schedules are independent of external events like that. We finished principal coding back in May. We had a very strong hunch we would ship early, but we didn't want to miss that expectation. But the Siebel acquisition has caused a lot of people to rethink their CRM strategy, and that has created opportunities for us to engage in discussions with clients around what they are doing going forward.

Are you ready to announce some of the strategy around the product, for example, in terms of pricing?
Wilson: We have not announced pricing, but for this edition we will have a small business edition, which is prepackaged for Microsoft Small Business Server. We will also have a Professional Edition, which is geared for midsize and enterprise organizations--for more complex IT environments.

So the Professional Edition is designed to take on the likes of Siebel?
Wilson: Oh yes. We are actually selling very successfully to enterprise accounts right now. We're seeing a lot of interest at the enterprise level in a different kind of solution to what Siebel offers. Our approach is a bit different from that of other CRM companies.

The model has been, here's this very complex CRM app, all you have to do is re-engineer your people. That doesn't often work well.

We tend to really focus on user-adoption and user-experience. We focus on what we call a "native Office and Outlook experience," so it puts CRM where people already are, as opposed to trying to have a complex CRM application and force people to use that.

Our whole approach of putting just enough CRM into the desktop, where people use (Microsoft) Office and Outlook, is a big hit with all kinds of companies. With CRM, one of the biggest problems has been user-adoption in the past five years or so.

Why do you think adoption is specifically a problem with CRM?
Wilson: User adoption has been tough for CRM packages in the past because it has always been geared around this other application--a very complicated application. The model has been: Here's this very complex CRM app, all you have to do is re-engineer your people. That doesn't often work well. Our approach has been: Let's figure out how people live and work all day, and let's fit CRM into how that.

So we say, here is CRM that works the way you do. That is our real message to the marketplace. You shouldn't have to be using Office and Outlook all day and then switching backward and forward to the CRM application. The CRM application should be where you work.

Therefore CRM 3.0 is designed to fit seamlessly into that kind of environment?
Wilson: Exactly. We're really pushing a native Office experience, not integration. It is truly built into Office and Outlook. That's what people want, and it really cuts across all segments. They want the right amount of CRM to do their job, but which lets them work where they are already comfortable working.

At the same time, this release broadens our suite. You can get our CRM through Outlook, through a browser, through a Windows mobile device. We've got a very broad footprint.

Will this be available on a Salesforce model?
Wilson: With CRM 3.0, we are introducing subscription-based pricing. You can pay us monthly to use the software with no upfront license purchase. You go through one of our partners, and you will end up paying us for as much as you use every month--no more, no less. If you stop using it, you stop paying us.

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customization tool set

It is not just that most organizations are not capable of understanding and using proprietary tool set to configure and maintain their CRM system; it is not uncommon that even consultants from the large CRM vendors are not able to do this either. E.g. the Norwegian CRM system 'growBusiness Solution' has a very low-level XML configuration mechanism with hard to understand techno-babble documentation, and the "tool set" is basically Notepad. I have used both, and MSCRM is superior when it comes to easy, visual configuration of the application and database. In fact, we let the client superusers configure MSCRM themselves after only a few hours of training.