With the closing of the old year, there is the anticipation of the new, and the change that comes with it. This month, Microsoft Dynamics CRM (Customer Relationship Management) has announced new features with a focus on heightened customer engagement, giving CCM (Customer Communications Management) a little time in the spotlight.
Microsoft’s focus on combining ERP (the process) and CRM (the data) and having them work together rather than as separate counterparts, allows for more integrated processes and more immediate customer engagement.
Think of a sales transaction like a train ride, complete with a beginning and an end, with stops in between. The route is navigated by ERP (enterprise resource planning). You could say that’s the logistical transport, the process that moves data throughout the entire journey, from the initial meeting with a customer to invoicing a successful sale. It’s like the train automatically knows its cargo – the data – which also knows the stops on its journey.
Here is an example: Say you’re in a busy city conducting business (you’ll see the significance of that “busy” part in a minute). You sell specialty cheese and nuts to restaurants that provide high end catering services. When you meet with your potential client, you already have the person’s information in the system, accessible your mobile phone.
The meeting goes well, but the client should consider how much to purchase. In the cab, back to the hotel, while you are updating the information in Dynamics, your phone beeps. It’s your potential client asking for a quote for 300 pounds of nuts and five wheels of cheese. Immediately, from your phone, you can respond to your client and render a compelling quote and have it emailed to the client, even before you arrive at your hotel. It takes literally a minute or two to engage your customer.
Because of your prompt response and heightened engagement, you receive a second email asking for additional orders. The original document already exists, so there’s no searching for anything; you just edit the information and send an updated order quote.
Your client has a stellar experience with you and your business, like the train, is rolling.