October 21

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Manufacturing: Dynamics 365 is the perfect CRM software for you – here’s why

By Ryan Freeman

October 21, 2022


Manufacturing businesses were particularly badly-hit by pandemic lockdowns of 2020 and early 2021 – with supply chains disrupted, workplaces physically transformed and seismic shifts in consumer behaviour.

Coping with these changes, while struggling to meet demand or find new markets for their products, meant many manufacturers were forced to significantly modify operations.

A major business area that has required new thinking is customer relationship management (CRM). A CRM system can help manufacturers understand their sales leads better through a centralised customer database, making it easier to identify qualified prospects and focus on the best opportunities, know the status of sales leads in real time without having to ask the sales team, and distribute leads to the right salespeople.

One such system is Microsoft’s Dynamics 365 and here are five reasons why firms need to invest in this tech.

  1. Seamless processes

Perhaps you’re using a few different systems within your company, but what if none of these systems talk to each other? Wouldn’t it be better to have a platform that syncs with all your other systems, and even integrated with your website? The beauty of a Dynamics 365 platform is its easy integration with other platforms, and its ability to grow and adapt alongside your company.

  • Better customer journey

Whether the customer is business or consumer buyer, manufacturers can create a standardised process for managing the journey from that person’s first contact with their company right through to delivery. Adding automation – such as quotes that generate sales orders and inform production schedules – can make the entire process much more scalable. Dynamics 365 also allows customer / client servicing teams to pull data on, for example, order history, shipping details or previous engagements at the moment it is needed.

  • Better sales management

Relying on manual processes means you are more likely to miss those important enquiries and lose out on potential customers. A bespoke CRM with automated processes will save time and remove the element of human error. A good CRM system also allows sales colleagues to look at available capacity so they can give clients and prospects reliable information on potential orders and timescales for delivery.

  • Better use of data

The sources of customer and client data available to manufacturing businesses are increasing on an almost monthly basis. From tools and equipment connected to the internet to social media, data can be used for a substantial number of business improvements, including managing supply chains, evaluating risks, researching markets, or customising product design, to name just a few. How businesses use this data is crucial. Creating a single view of your business data on Dynamics 365, rather than storing it all on separate spreadsheets, will help you forecast demand for products, spot market trends, get better insights on your customers and market to them more strategically.

  • Boost profits

The idea behind all the integrating, streamlining, and improving above is to make a business more profitable. They do this by making the experience quicker, smoother, and more relevant for the customer or client. A happy customer is, after all, a loyal customer.


Ryan Freeman

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