Bringing AI and Automation into CRM and ERP: Lessons from a People-Centric Approach

The Use Case Presentation and Discussion meeting at the Dynamic Communities event focused on how Dukal, LLC is transforming the medical supply industry through the integration of AI and Microsoft 365 tools, leaders explored the shift toward a more people-centric approach in CRM and ERP implementations. As technology advances, it’s easy to focus on software and features while losing sight of the core purpose, which is serving the people who work within and benefit from these systems. Through real-life examples, the meeting offered insights into how companies can embrace AI and automation to empower their workforce and improve operational efficiency. Here’s a summary of what decision-makers can take away from this conversation.

People Before Technology: Shifting to a People-Centric CRM and ERP

One of the key takeaways from this session was the reminder that technology should be implemented with a people-first mindset. During the discussion, a participant reflected on how easy it is at technology events to get excited about the latest innovations without considering their impact on the people using them.

The speaker emphasized that technology is ultimately about empowering people, whether they’re employees using the CRM or customers interacting with the business. By focusing on people first, companies can better evaluate whether a CRM or ERP upgrade truly serves its intended purpose.

Takeaway: As your organization adopts new tools like Dynamics 365, remember that the primary goal is to enable your team members to work better and more effectively. The technology should complement their strengths, not add complexity.

Real-World Implementation of Dynamics 365 and Microsoft 365: The Dukal Example

The discussion continued with a look into how Dukal, a medical supplies manufacturer, approached a CRM overhaul. Dukal recently transitioned its CRM to Dynamics 365 for Customer Engagement (CE), along with other tools within the Microsoft 365 ecosystem, including Power BI and Power Apps, and migrated its ERP from NAV 2017 to Business Central.

Quoting Process Transformation: Before the upgrade, quoting was managed with disparate tools like Excel and Word. Now, with Dynamics 365 CE, quoting is integrated, giving teams a unified system for customer management and tracking. This shift highlights the value of cohesive, centralized dat, allowing all departments to work from the same system, streamlining operations, and reducing errors.

Takeaway: A comprehensive CRM system like Dynamics 365 can transform traditional workflows, making it easier for teams to collaborate and access real-time data in one place. If your organization is working with siloed tools, an integrated platform could be worth considering.

AI for Enhanced Productivity: Learning from Copilot in Microsoft 365

A major part of the session focused on the value of Microsoft Copilot, an AI-powered assistant available across Microsoft 365 applications like Teams, Outlook, and Dynamics 365. The participants shared their experiences with using Copilot’s summarization and follow-up features, which streamline productivity by automating mundane tasks.

Meeting Summaries and Email Threads: One speaker mentioned how Copilot saves time by summarizing meetings and long email threads. With AI-generated summaries, employees don’t have to manually note everything down; instead, they receive a clear overview with key points and action items. This is especially useful in lengthy email exchanges where catching up can be time-consuming.

Coding Assistance: Some employees have also used Copilot for coding, whether it’s JavaScript, PowerShell, or other scripts. By automating parts of the coding process, Copilot helps reduce human error and speeds up project timelines.

Takeaway: AI tools like Copilot can automate repetitive tasks, helping employees focus on more strategic work. For teams that spend a lot of time on manual note-taking or coding, integrating Copilot into the workflow could drive significant productivity gains.

Building Collaboration and Knowledge Sharing with Viva Engage

In addition to Copilot, the session highlighted the use of Viva Engage as a tool for fostering collaboration and knowledge sharing. Dukal created an internal community called “How I Aided” within Viva Engage, where employees are encouraged to share their AI experiences and discuss use cases. This community-focused approach to AI adoption has helped teams learn from each other and find creative ways to use new technology in their daily work.

Encouraging Knowledge Sharing: Employees use the community to share wins, challenges, and best practices, creating a network of learning across departments. As one speaker mentioned, “work out loud” practices in Viva Engage allow for open dialogue and innovation, making it easier to identify valuable use cases.

Takeaway: Internal communities for knowledge sharing are powerful tools for AI and technology adoption. Creating a similar platform within your organization can encourage cross-functional learning and improve technology buy-in across teams.

The Role of AI in Forecasting and Data Management

Looking forward, the speakers discussed the potential of AI to simplify complex data tasks. Dukal’s team, for instance, is exploring AI-powered solutions for forecasting and data analysis within their ERP system, Business Central. This includes leveraging AI to handle the cross-referencing of large Request for Quote (RFQ) lists - tasks that are usually time-consuming and prone to error when done manually.

Forecasting Demand: AI’s predictive capabilities can help forecast demand, manage inventory, and analyze sales trends. With automated insights, teams can respond faster to market changes, improving their decision-making process.

Takeaway: AI-driven forecasting tools allow companies to streamline data-heavy tasks. For enterprises handling large datasets, AI-enhanced workflows can translate into faster service and increased productivity.

Challenges in AI Adoption: Licensing, Prompting, and Change Management

While AI offers numerous benefits, the session also discussed common challenges in adoption. Participants noted issues like complex licensing structures, the need for prompt engineering skills, and the importance of change management to drive adoption.

Licensing Complexity: One of the speakers noted the difficulty in understanding the different licenses for Microsoft Copilot and other AI tools. This confusion can create barriers to adoption, especially for larger organizations with diverse needs.

Learning Curve in Prompting: AI tools like Copilot rely on precise prompts for the best results. Unlike traditional search, which accepts simple inputs, Copilot works in a more conversational way. This requires users to learn “prompt engineering,” or the art of phrasing questions to get accurate answers.

Change Management and Culture: Driving adoption also requires a culture shift within teams. As one speaker highlighted, employees need to understand the “why” behind using AI. When they see how these tools can make their work easier and enhance their skills, adoption becomes smoother.

Takeaway: Successful AI adoption requires the right approach to licensing, training, and cultural integration. Developing an adoption plan that includes clear guidance, prompt training, and support for employees can significantly enhance outcomes.

Embracing a Future with AI and People-Centric Technology

The session at the Community Summit 2024 underscored a powerful point: AI and automation are tools that, when implemented thoughtfully, serve people. By prioritizing employees’ experiences and enabling them with the right technology, businesses can achieve meaningful transformations. Whether it’s simplifying workflows with Copilot, enhancing forecasting with AI, or building collaboration through Viva Engage, the right approach to CRM and ERP can drive lasting value.

Interested in learning more about how AI and automation can empower your team and take your organization to the next level? Get in touch with Fusion Flow for a free consultation!