Customer Engagement (CE)

Dynamics 365 CRM CE – Overview 

What is Dynamics 365 CE?

Dynamics 365 Customer Engagement (CE) is a suite of customer-focused business applications within the broader Microsoft Dynamics 365 platform.

Customer Engagement (CE) is Microsoft's CRM solution for managing:

  • Sales

  • Customer Service

  • Marketing

  • Field Service

  • Project Service Automation (now part of Project Operations)

Core Modules in Dynamics 365 CE:

ModulePurpose
SalesManage leads, opportunities, quotes, orders, and customer accounts.
Customer ServiceTrack and resolve customer issues (cases), manage SLAs, and self-service.
Field ServiceSchedule and dispatch technicians, manage work orders and inventory.
MarketingCreate campaigns, automate emails, lead scoring, and customer journeys.
Project OperationsManage projects, resources, time tracking, and billing.





Standard Business Process Flow (BPF)

BPFs guide users through standardized steps in a business process. Example flows:

🔹 Sales Process (Lead to Opportunity to Win)

  1. Lead Qualification

  2. Opportunity Development

  3. Quote → Order → Invoice

  4. Close as Won/Lost

🔹 Customer Service (Case Lifecycle)

  1. Case Creation (from portal, email, chat, etc.)

  2. Assign to Agent

  3. Investigate & Resolve

  4. Close Case

🔹 Marketing Journey

  1. Create Segment & Journey

  2. Run Campaign (Email, SMS, etc.)

  3. Capture Leads

  4. Route to Sales

Functional Capabilities

  • Dataverse (Common Data Service): Unified data platform

  • Business Rules: No-code field logic and validation

  • Workflows / Power Automate: Automation of tasks

  • Power Apps: Custom model-driven or canvas apps

  • Dashboards & Charts: Role-based visual insights

  • Security Roles: Role-based access control (RBAC)

  • Mobile App: Access CRM data on the go

🧠 AI & Productivity

  • Copilot (AI): Suggested emails, summaries, and insights

  • Teams Integration: Chat and collaborate on CRM records

  • Outlook Integration: Track emails and appointments

📊 Reporting & Integration

  • Power BI: Embedded dashboards

  • Power Automate: Integration with external apps

  • APIs/Webhooks: Extend or integrate with custom apps

Common Use Cases:

  • CRM for sales pipeline tracking

  • Customer ticketing and SLA compliance

  • Marketing automation and email campaign tracking

  • On-site field service management with mobile support

Note:

"Customer Engagement" was previously used to distinguish these apps from other parts of Dynamics like Finance & Operations (ERP). Microsoft has since started referring to the apps individually (e.g., Dynamics 365 Sales), but CE is still widely used as a collective term in architecture and licensing contexts.

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