Customers stand at the core of every business, so successful companies know they need to engage with their customers, not only in the initial sales process but also afterward, when the customer needs service and support. All new business implementations have the final purpose to give the customer a better experience.
Business CRM users need their attention focused on helping their employees engage with the customer to build and strengthen the relationship. It means we have to change the way we think about CRM.
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Two questions arise: How can we use CRM to empower CSRs in the field to fully engage with customers? How can a business generate more leads and sales using Dynamics CRM Customer Engagement module?
Employees should use the data captured in CRM to improve how they interact with everyone who uses their service. By anticipating needs and preferences, a company can empower its representatives to deliver an unparalleled experience.
Here’s how Dynamics CRM can help your business.
1. As a business, you need to deliver a message to your clients
Your Dynamics CRM holds the insights you need to compose a compelling message. Within your software, you can find all your customer’s stories. What products did they buy? Did they have any issues? How have these been communicated and solved? These are all insights into how your organization can fulfil their needs.
2. Target the right audience to deliver the right messages
After you’ve identified and developed your message, decide which groups are most interested in what you have to say. Dynamics CRM has a vast range of ways to segment your customer, prospect and partner data, and create a targeted distribution list. This allows you to communicate in more personalized ways.
Before sending your message, make sure it reflects the language and priorities of your audience. Those in the high managerial chain usually focus on profitability, while marketing people focus on lead generation, and searching for the right tools to monitor and improve their effectiveness.
By understanding and speaking directly to the needs of your audience, you can definitively improve the results of your engagement activities.
3. Choose the correct timing
As a business, it is essential to consider timing and frequency when developing a customer engagement campaign. Timing means that you should not talk about the fiscal year in September or recommend a renewal immediately after you’ve purchased a product or service. Dynamics CRM can alert you to a customer’s recent issues and tell you when to recommend an upgrade or the purchase of an add-on product.
Regarding frequency, let’s say you are working on an email campaign. You’ll want to communicate often enough to stay top of mind, but not so frequently that you increase opt-outs. And what’s the right amount for social media? Although some may argue that more is better when it comes to posting, it’s equally important that your posts are meaningful and have value. Companies should create rich, compelling content and post at the right frequency.
You’ll increase customer loyalty and satisfaction if you engage with them proactively and anticipate their needs.
4. Automated campaigns to take care of your leads
Within Dynamics CRM you can create campaigns, emails or landing pages that have an intuitive interface to attract potential customers. Configure and personalize templates and manage events that gather data and keep leads engaged throughout your sales cycle.
5. Better customer insights = better decisions
How can you obtain customer insights? Create online forms and store the information to identify customer interests and market trends. You can also generate scores based on criteria you decide.
6. Self-service portals to drive customer engagement
Organisations need to acknowledge and work with their customers’ desire for independence and flexibility. Customer self-service is a combination of contact centres , CRM systems, technical support teams, and service or product information behind a single online ‘omni-portal’ for customers to access when they need it.
How can you integrate sales-driven (lead-centred ) and marketing-driven (contact-centred ) processes using Dynamics CRM? Try these techniques:
7. Automatically generate contacts for “orphaned” leads
Some Dynamics 365 for Marketing features require that each lead has a contact associated with it. However, many sales processes have leads created at the first step, so they won’t necessarily have a contact record associated with them.
This situation can easily be solved using a Dynamics 365 custom workflow. It automatically generates and links a contact record for each new or existing unmatched lead record.
8. Build marketing segments by querying lead records
As you create contacts from an orphaned lead, you will make marketing contacts easy to tell apart from sales contacts so you can set up custom views that show the right contacts to the right people.
It will also ensure that leads first qualify with marketing and then move to sales. When a salesperson user profile enters a lead, the system will assume that the sales team has engaged with that lead, just as they would with a marketing-qualified lead.
It’s a win-win situation, and you also maintain a clean database that includes both qualified and non-qualified contacts while avoiding duplicates and orphaned records.
9. Separate the automatically generated contacts
You can use a flag on the contact entity called “marketingonly.” This will differentiate contacts that have been automatically generated (marketing-only) from other types of contacts. This simple flag will make it simple to set up list views for salespeople who only need to see sales-qualified contacts.
I hope this post has given you valuable insights on how to use Customer Engagement to increase your business potential.
