Microsoft Dynamics 365: Understand the customer journey

Deliver a Superior Customer Experience by Understanding the Customer Journey

A customer may have many interactions with your business that go beyond the relationship with a sales representative. Marketing, sales and customer service interactions offer many opportunities to nurture the relationship and develop insights that promote long-term loyalty. To deliver a superior customer experience, you must fully understand the customer journey.

Understand and Satisfy Customers Through Journey Mapping

Your sales representatives work hard to understand and satisfy your customers. Ask any one of them and they’ll be happy to list off a specific customer and their preferred products, how long they’ve been a customer, and any number of unique things about that customer or the business they represent. While all of this is important to increasing customer satisfaction, your sales reps aren’t the only employees who engage your customers.

Customers may interact with your business or employees through marketing campaigns, sales orders, customer service, your accounting team, on social media or your website, and with post-sale follow-up. Many businesses perform journey mapping to identify each of these touch points, and for good reason. Each touch point is important. While a positive customer experience with your sales team is essential, on the other side of the coin, a poor experience with your accounting team or being routed through the call center to get a simple product question answered could cost you a loyal customer.

Turn Customer Data into Actionable Insight

Mapping the customer journey uncovers information you need to make improvements and strengthen customer relationships. Using a modern business management solution to capture key customer data is essential for turning this information into action. Dynamics 365 is a powerful solution that will support these efforts. Formerly known as Microsoft Dynamics CRM, Dynamics 365 is being used by many businesses to capture core business data in addition to key marketing, sales and customer information.

Dynamics 365 will centralize key data from across your organization from accounting to inventory to sales and marketing. Centralizing data makes it easier for your employees to enter, locate and analyze. By centralizing data within Dynamics 365, you will be able to hone in on the customer experience through each touch point within your company.

Armed with real-time, reliable information, you will be able to identify what makes your customers tick. Business intelligence features will highlight trends in sales, marketing activities and other key areas. You will be able to discover which marketing campaigns are getting noticed and which are converting to sales. You will learn which platforms your customers prefer - whether that’s online, social networks or email.

Just as important as knowing how to engage customers, you will also be able to follow trends that may suggest friction. Should marketing efforts fall flat or sales begin to drop, you can take action to address potential weaknesses before they grow into bigger problems.

Strengthen Sales, Marketing and Customer Satisfaction with Dynamics 365

Capture the data being generated each day with Dynamics 365, then put it to good use. Modern technology offers many benefits, but it all comes down to your ability to capture the right information, analyze it and use it to drive growth. Contact OTT, Inc. to learn how to strengthen sales and deliver a superior customer experience.