Breaking Customer Relationship Management into 6 key areas - and why Dynamics 365 is vital
In our previous blog, we discussed why customers are your most important asset – and how a Customer Relationship Management system can radically improve
each aspect of the lifecycle through finding, engaging and servicing to retention.
Now, we want to go deeper into the six key aspects of a CRM tool that enhance that customer experience and builds deeper, longer relationships.
The aim is to demonstrate that, by using Microsoft Dynamics 365 CRM at the heart of your organisation, you can transform the customer journey and build a
genuine win-win for you and them.
Here at Solutions Shared, we break down the customer relationship into the following six areas.
1. Customer Care
Does your organisation care about your customers? And I mean, do you really care about them? Do you and your people know what they need, what their key
pressure points are, who their key people are, what is their business strategy?
The probable answer is that one or two members of your staff have a good grasp of how to care for each individual customer.
But what happens if they leave or go on holiday when a problem flares up? You end up scrambling, can look unprofessional and ultimately simply don’t provide
the right care for them.
A good CRM system will keep all the information you need about every customer, accessible by all the right employees, so that they can receive the right care
at the right time.
It’s hard to quantify how powerful a tool this is.
2. Customer Engagement
Do you engage with your customers in the appropriate way at the right time? Are you sending them regular email newsletters or communications that they appreciate?
Do you do a regular review of the relationship, either over Teams/Zoom or face to face? Do you engage with them before troubles brew up. Do you have the right people
engaging at the right time?
Being structured about how you engage and communicate with your customers is critical. There is almost certainly not a one-size-fits-all method, but there may
be different levels of engagement for different types of customers.
Having this information in your database and managing this engagement effectively can save a lot of randomisation and ensure that your customer feels
the love, however much they are paying you.
3. Customer Experience
You want your customers to have such a great experience that they will happily tell their own network about you. This type of recommendation is priceless.
Dynamics 365 CRM enables you to build the level of experience over time with quality information that can be tracked and analysed.
It means that not only can you continually improve each single customer’s experience, but can understand the patterns and challenges of each level to
improve your offering across the board.
Good data and smart analysis is the cornerstone of a strong, robust organisation, so that not only are there no surprises, but you are ahead of the
game in fixing any issues.
4. Customer Interaction
Whoever is working with each individual customer should be logging each interaction to build a strong picture of how you are connecting with them.
This does not need to be onerous on your employees but is key to understanding their experience and to be ahead of any potential issues.
Simple fields can be added to your CRM to indicate what is going on so that the right people in your org can see what is happening at any point in time.
As you grow in size, this is vital to keep track of your interactions over time, as you won’t be able to relay on personal interactions.
5. Customer Loyalty
There is a lot of talk about loyal customers and the value of customer loyalty.
Simply put, it means that they won’t leave you even if enticed by a similar – and even better priced – rival because they value what you bring to their business.
Building real customer loyalty takes time and effort.
But a good CRM helps you be systematic in building that loyalty by consistently being on top of the customer’s needs and, over time, how well you
understand how their business is evolving and shifting.
Without your CRM, it all becomes a bit hit and miss, relying on personal relationships that can wax and wane.
6. Customer Service
You can surmise that all of this is about customer service, but how you service each tier of customers is key to how they perceive you.
As we said earlier, not all customers are equal. Someone paying you more, or buying more of your products, will expect a greater level of service.
A big brand whose name helps you in your marketing may be of more value than an anonymous one.
Using Dynamics 365 to identify the key factors to build the right level of service is the way to go, building in a data-driven approach that makes all the difference.
If you want to discuss how Microsoft Dynamics 365 CRM can improve your customer relationships, contact us here for a free assessment.
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About the Author
John Clark
Founder | Microsoft Dynamics 365 & Power Platform Consultant, Solutions Shared Ltd