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BKD Technologies

Systemize Personalization with Microsoft Dynamics CRM and SharePoint

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In real estate, the experts say the key to success is location, location, location.  And in business, especially today, it is personalization, personalization, personalization.

Bottom line is, if you are not relevant to your customers and clients on an individualized and personalized basis, your competitor or new entrant into the market will be, either now or very soon.

Customer Relationship Management (CRM) solutions, like Microsoft Dynamics CRM and others, help businesses better understand and know what their customers are currently doing with their company, what they have done in the past and what they are likely to do in the future by providing a 360-degree view of their customers.  This full enterprise-wide access and exposure to key data, account details and content can help enhance processes and drive improved performance in multiple areas across the organization.

CRM can help companies achieve personalization through integrating their systems and data, which drives enhanced information, intelligence, knowledge and insight.  Insight to help create even more qualified leads by better utilizing the full capabilities of marketing automation and related technologies.

By making all content accessible to the key individuals and parties on a team internally or to external stakeholders by leveraging an Enterprise Content Management (ECM) system, like Microsoft SharePoint and others, companies can increase sales through more relevant and targeted offers and programs custom fit to their unique interests and needs – think “relational recommendations.”

The more relevant data and tailored content that is available allows sales, marketing and client service representatives to better understand who they are engaging with and what their background is with the organization in areas such as preferences, account history, past issues, requests, etc.  One can also provide customers with more personalized and tailored offers based on specific information on a customer’s industry, buying history, location, etc. – think Amazon.com (www.amazon.com).

This helps with management reporting and gaining insight into new opportunities with individual clients.  The better customer data also allows for enhanced predictive analytics, driving further lifetime value and clearer visibility, supported by the “traceable activities” that marketing automation can now easily provide.

In summary, by providing your sales, marketing and client service professionals and key executives with access to a top-tier Client Relationship Management (CRM) system for better customer information, individuals and the organization will better know what their customers are doing, and what the customers want to do, based on real personalized information.

It will help break down organizational silos and reduce “stepping on toes” by allowing everyone to look at the same system and information, at any time, from any device.  If appropriate, cloud-based CRM software-as-a-service (SaaS) models help lower IT infrastructure costs and improve flexibility.

Finally, by allowing for the CRM system to connect and sync to more existing back-end systems, it can enhance data management, and thus business intelligence, for the business, which in turn is how you “systemize personalization.”

For more information, please reference BKD’s recent webinar on this topic at:  http://www.bkd.com/webinars/2013/the-three-keys-to-driving-new-business.htm or contact Bret Rhodus at brhodus@bkd.com.

by BKD Technologies

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