106 FEATURE for change Agents Generative and agentic AI are creating new opportunities for organisations to grow, connect with customers and unlock transformation in Microsoft Dynamics 365 BY AMBER HICKMAN The working world is changing. Many organisations are struggling to keep their customer relationship management (CRM) systems up to speed with the evolving expectations of modern customers, the needs of the people managing those relationships or the call for digital transformation in line with new technology. Modernising CRM systems can be challenging. One of the most common pain points is caused by organisations having disparate legacy systems and data silos. Legacy systems often sit apart from the tools employees use every day, which can result in inconsistent data and a disconnected experience. “Legacy CRM systems often rely heavily on manual data entry,” says Nitasha Chopra, vice president and chief operating officer of business applications at Microsoft in an online blog post titled Agentic CRM systems: Learnings from organizations making the switch. “They’re difficult to adapt as businesses grow and are frequently designed more for reporting than for allowing sellers, marketers and service teams to succeed in real time. While this may have sufficed when field reps had hours between customer visits or when service agents had time to type up detailed call notes, these conditions no longer exist.” Enter Microsoft Dynamics 365. The platform has long been a cornerstone of business operations by providing organisations with comprehensive CRM and enterprise resource planning (ERP) capabilities that empower employees to complete everyday tasks. The platform is built with AI at its core, so organisations can keep pace with ever-evolving business transformation trends. The embedded Microsoft Copilot generative AI capabilities also help sellers and customer service agents work smarter by generating content, surfacing insights and summarising customer interactions. For example, when Microsoft’s human resources (HR) team sought out a solution to unify its knowledge base, it turned to Microsoft Copilot in Dynamics 365 Customer Service.
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