CRM in the Age of 1984: Are You Building Loyalty—or Big Brother?

Today is the seventy-seventh anniversary of the publication of George Orwell's dystopian novel, 1984.  When Orwell imagined the bleak world of 1984, he wasn’t gazing into a distant sci-fi future—he was holding up a mirror to his present.  The title wasn’t chosen at random; it was a deliberate twist on 1948, the year he penned the novel.  By simply reversing the digits, Orwell delivered a chilling message: the horrors of totalitarian control, mass surveillance, and truth distortion weren’t just possibilities—they were already taking root. 1984 is less prophecy, more warning. And its urgency hasn't faded.

The comparison of modern CRM to Orwell's novel may seem dramatic.  After all, CRM is designed to improve relationships, not control them. But with increasing data collection, automation, and AI, there’s a fine line between customer-centric and customer-surveilled.

Let’s take a look at some Orwellian themes and how they might show up in CRM—along with how to avoid turning your CRM into MiniLuv.

Without High-Quality Data, Your CRM - even with AI - Initiative is Sailing on Choppy Waters

Implementing any Customer Relationship Management (CRM) solution is like setting sail on a ferry across busy waters. The CRM holds the promise of smoother operations, better customer insights, and ultimately, stronger business growth. But without high-quality data, that ferry is navigating treacherous, choppy seas — and no amount of AI-powered technology can stabilise the journey on its own.

Avoid Costly Surprises: What Microsoft’s New Dynamics 365 Licence Enforcement Means for You

Starting in November 2025, Microsoft will begin blocking user access to Dynamics 365 Finance and Operations apps for users in organisations that using more functionality than they’ve paid for.  Are you sure your team is correctly licenced — or could you be in for a nasty, inconvenient and perhaps costly surprise?

Why Analysts Are Backing Microsoft Dynamics 365 Sales as the Future of CRM and AI-Driven Transformation

At this time of year, many Australian organisations are looking to boost next year’s sales or beat this year’s sales achievements.  Many organisations identify problems in these areas and start their CRM journey with a sales project aimed to boost sales revenue or profit.  Automating more of the sales function not only reduces the time spent on manual sales tasks in the future and so increases the time available to work with clients and future clients.  Read on to see why Microsoft Dynamics 365 Sales is seen as the Future of CRM and AI-Driven Transformation by the key analysts.

Organisations see the benefits of moving from point solutions and fragmented application stacks to the integrated solution offered by Microsoft while leveraging the transformative potential of generative AI.  The AI functionality can massively reduce the time taken on manual tasks, so salespeople gain valuable hours each day to work on live opportunities.  Gartner has predicted that by 2026, B2B sales organisations using generative-AI-embedded sales technologies will reduce the amount of time spent on prospecting and customer-meeting preparation by more than 50%!  If you are not adopting a fully integrated suite of products, meeting your customers’ demand for a fully personalised experience across all of their interactions with you, is likely to be a complex and expensive undertaking.

Microsoft Dynamics 365 Sales offers a true, 360° view of your customers and prospects and as part of the Microsoft Dynamics 365 family which also includes Microsoft Dynamics 365 Project Operations, Microsoft Dynamics 365 Field Service, Microsoft Dynamics 365 HR as well as the more well-known Microsoft Dynamics 365 Customer Service, Microsoft Dynamics 365 Customer Insights and Microsoft Dynamics 365 Business Central and Microsoft Dynamics 365 Finance and Operations forms part of complete solution for any business.

The Microsoft Dynamics 365 family is a unified platform for marketing, sales, service, finance, project management and HR with AI supporting efficiencies across the organisation.

The Hidden Cost of Shortcuts: What a 1985 Tragedy Can Teach Us About CRM Design Decisions

On this day in 1985, a tragic fire at Bradford City's Valley Parade stadium claimed 56 lives and injured many more. The stadium, over 80 years old at the time, had not kept pace with changing safety standards. A dropped cigarette and accumulated debris beneath the wooden stands turned a small incident into a catastrophe.

It's a sobering reminder—but also an invitation to reflect on our own work.

In CRM projects - as implementers, architects or business analysts - we often make design decisions that may seem minor in the moment. But do we pause to ask:

🔷 Will this still work for users in two years’ time?
🔷 Is this a shortcut today, but a costlier fix tomorrow?
🔷 Do we fully understand the ripple effects of our decisions—for the business, users, and the support team?

The future impact of our choices isn’t always visible - and more often than we want to admit can lead to expensive technical debt in the future. But thoughtful planning, curiosity, and care can help us build solutions that stand the test of time—safely, sustainably, and successfully.

👉 If you’re planning or reviewing a CRM project, now is a great time to pause and ask the bigger questions. I’m always happy to have a conversation if you'd like a sounding board.