October 14


Improve the experience for your customers by using a CRM to harness data

By Ryan Freeman

October 14, 2022

The many ways in which customers experience products, services and brands play a huge part in how they are judged.

But what does customer experience actually mean? Put simply, customer experience is the impression your customers have of your brand as they move through all parts the buyer’s journey. It’s crucial because it affects key business metrics, like how much customers spend, whether they buy more or whether they recommend your product or service.

A Customer Relationship Management (CRM) system can help you create a great experience by using data to personalise and tailor your communications with prospects, first-time customers and repeat buyers. So, let’s dig into the four ways a CRM can improve your customer experience.

Engage with customers on the channels and devices they love

When you choose a CRM system, like Microsoft’s Dynamics 365, you can make support hassle-free for you customers. They will be able to find solutions to their queries via self service, a community or social media channels with the CRM software intelligently directing them from any channel to the right agent. Responses can even be automated using artificial intelligence, meaning bots can be at the ready any time of day or night with a quick response. That frees up the humans for the bigger, or more important, enquiries. A good system will also analyse data from connected devices, meaning support issues can be flagged and headed off way before they have the chance to develop into real headaches.

Get personal!

A good CRM system will allow you to collect data on why your customers are buying your products or services, providing key insights on the customer experience. Your agents can find out how a customer first heard about you, what the contact points were that led up to them buying from you and how well did those interactions worked. It delivers the relevant data to your customer service agents through a single interface and dynamically guides them to the right actions. Having this information at your fingertips allows you to anticipate needs, personalise every interaction, and deliver value at every touchpoint.

Learn and improve

CRMs use questionnaires, chat forums and social media conversation-tracking to help you improve your customer experience. You can also accelerate onboarding with tailored in-app learning that keeps your new customer service colleagues informed of new features and identified best practices.

A good CRM system can speed up your time to market by enabling you to use no-code visual editors and tools to build and deploy web and mobile apps easily. It can also help you integrate your service systems, creating better engagement experiences. Dynamics 365 does this by automating processes across Dynamics 365 Customer Service, the Dynamics 365 stack applications, and third-party systems. And if you choose Dynamics 365 Customer Service and the Microsoft cloud platform, can trust Microsoft’s state-of-the-art data centres to keep your information secure.

Ryan Freeman

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