In this age of mistrust, skepticism and general lack of loyalty, organizations are under intense pressure to not only generate new business but also manage and strengthen relationships with existing customers. This isn’t just the responsibility of account managers and salespeople. Every person who interacts with a customer plays a role in this critical business function.
Customer relationship management (CRM) is a discipline that includes the processes, strategies and technologies used to record, manage and analyze customer interactions and information. The goals of CRM are to maintain strong customer relationships, improve customer retention and support, enhance the customer experience, identify and nurture leads, and make marketing more effective, all of which can drive sales.
Critical to achieving these goals is the right CRM software. CRM software allows you to integrate and organize customer data from various sources into a single solution so users always have access to current, accurate and complete information. CRM systems provide valuable insights into customer behavior, purchase history, interests and preferences, as well as basic contact information, so you can make smarter, customer-driven decisions.
There are certain features and characteristics to look for when choosing a CRM solution. Because a CRM is of little value if nobody uses it, look for a system with a simple, easy-to-use interface. Make sure it can be customized to suit your specific business needs. It should be easy to get data in and out of your CRM. The ability to integrate with other business systems such as accounting, email and payment processors is critical. Find out about security and support offerings to protect your data and prevent downtime.
CRMs enabled with artificial intelligence (AI) capabilities are becoming more common. An AI-enabled CRM can correlate various data to score business leads and differentiate solid leads from weak ones. This allows your sales team to make better use of their time. An AI-enabled CRM can use predictive analytics to help you target new prospects, predict future trends, establish realistic goals and forecasts, and fine-tune your marketing.
Microsoft Dynamics 365 unifies CRM and enterprise resource planning (ERP) capabilities, as well as productivity applications, to help you identify and capture new opportunities. All parts of your business become connected. You can collaborate with anyone, anywhere, and you’ll have the insights you need to make better business decisions. Customer needs are constantly changing, and Microsoft Dynamics 365 provides the intelligence to anticipate these changes and respond in real time. You can spot trends, adapt processes, develop innovative products and services, and bring them to market faster.
Microsoft recently added AI solutions to Dynamics 365 that enable you to analyze complex organizational scenarios and issues. One solution is designed to improve customer satisfaction and process more customer requests and inquiries. It includes an intelligent virtual agent for customer care, an intelligent assistant for customer service staff, and conversation management tools. Microsoft also introduced two new modular applications, Attract and Onboard. These apps integrate with Dynamics 365, Office 365 and LinkedIn to help you recruit top talent and provide personalized onboarding.
CRM is one of the pillars of business success, and AI can dramatically improve the effectiveness of your CRM strategy. Let us show you how Microsoft Dynamics 365 with AI capabilities can provide you with the insights and answers you need to improve customer relationships and boost sales.
Written and composed by Principal, Steve Soper
