MB-910 is Microsoft's foundational certification for Dynamics 365 customer engagement applications — the CRM (Customer Relationship Management) side of Dynamics 365. It covers Sales, Customer Service, Field Service, and Marketing/Customer Insights, explaining what each application does, its core features, and how they work together. This is the entry point for business users, consultants, and IT professionals new to Dynamics 365 CRM.
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Dynamics 365 customer engagement applications are built on the Power Platform (Dataverse as the data layer, model-driven Power Apps for the UI, Power Automate for workflows). Sales: manage leads, opportunities, accounts, and contacts — sales pipeline visualisation, forecasting, AI-driven insights (Sales Insights — relationship analytics, predictive lead scoring, conversation intelligence for call analysis). Customer Service: case management (support tickets — queue routing, SLA timers, escalation rules), knowledge base (self-service articles linked to cases), omnichannel engagement (unified agent desktop connecting chat, email, phone, SMS, social media). Field Service: dispatch technicians to customer sites — work orders (job tracking), resource scheduling optimisation (RSO — AI assigns the right technician based on skills, location, and availability), customer self-scheduling via portal, IoT integration (connected field service — devices send telemetry, trigger work orders automatically when anomalies detected). Customer Insights — Journeys (formerly Marketing): customer journey orchestration, email campaigns, event management, lead nurturing. Customer Insights – Data (formerly Customer Insights): unified customer profile from multiple data sources, predictive segments, churn prediction, AI-driven insights.
All Dynamics 365 CRM applications share common platform capabilities. Dataverse: the data foundation — tables, relationships, security roles (business units, teams, user permissions), business rules, calculated fields. Activity timeline: log calls, tasks, appointments, and emails against any record — full interaction history visible in context. Business process flows: guided multi-stage processes that walk users through the steps of a business process (lead to opportunity, opportunity to quote to order) — ensures consistency and data completeness. Outlook integration: Dynamics 365 App for Outlook — track emails and appointments to CRM records, create contacts and leads from email, view Dynamics data alongside emails in Outlook. Teams integration: collaborate on Dynamics records in Teams channels, embed model-driven apps as tabs, receive notifications from Dynamics in Teams. Power Platform: Power Automate (automate CRM workflows — send approval requests, create tasks, send notifications), Power Apps (extend with custom canvas or model-driven apps), Power BI (embed analytics in Dynamics dashboards), Copilot in Dynamics 365 (AI assistance — summarise cases, generate email drafts, suggest knowledge articles).
Dynamics 365 Sales and Salesforce are direct equivalents
Both are CRM platforms but with different architectures and ecosystems. Dynamics 365 is deeply integrated with Microsoft 365 (Outlook, Teams, Power Platform), making it a stronger choice for Microsoft-centric organisations. Salesforce has a larger third-party ecosystem and a longer market leadership history.
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