Customer relationship management

Customer relationship management

Drive business transformation by implementing a modern CRM solution which connects your teams, optimises your processes, and creates exceptional customer experiences

Get started with CRM

Customer relationship management (CRM) is a strategic discipline that focuses on building and maintaining profitable customer relationships which involves managing all aspects of the customer journey, from initial contact to purchase and support.

CRM helps manage and analyse customer interactions and data throughout the customer lifecycle to improve customer relationships, drive sales growth and gain a competitive advantage. CRM covers a broad range of business practices, tools, and technologies that enable companies to:

Optimise customer interactions: CRM systems centralise customer data, providing a holistic view of each customer’s interactions across various channels, including phone, e-mail, social media, and website visits.
Personalise customer service: By understanding customer preferences and past interactions, business can tailor their interactions, offering proactive support and personalised recommendations.
Automate repetitive tasks: CRM systems help automate repetitive tasks such as lead generation, marketing campaigns, customer service, and case management, freeing up employees to focus on more complex, value-added activities. This automation streamlines operations, improves efficiency and reduces costs.

Analytics and customer insights

CRM systems generate comprehensive reports and analytics that provide businesses with valuable insights into customer behaviour, preferences, and market trends which guide strategic decision-making.

Improve marketing campaigns: By understanding customer demographics, interests, and engagement patterns, businesses can refine their marketing campaigns for better targeting and increased effectiveness.
Develop new products and services: Customer insights reveal unmet needs and preferences, guiding the development of new products and services that align with customer demand and enhance market competitiveness.
Optimise resource allocation: Data-driven insights inform resource allocation decisions, ensuring that resources are directed towards areas with the highest potential for customer satisfaction, market expansion, and revenue growth.

CRM is not limited to sales and marketing

CRM goes beyond sales and marketing, involving the entire customer journey from initial contact to purchase and beyond. By fostering long-term relationships with customers, businesses can obtain significant benefits, including:

Increased customer satisfaction: Personalised service, proactive support, and tailored recommendations lead to improved customer satisfaction and higher loyalty.
Improved customer retention: CRM-enabled insights help businesses identify unhappy customers, enabling proactive measures to address concerns, resolve issues, and prevent churn.
Increased revenue: Up-selling, cross-selling, and personalised marketing campaigns drive revenue growth by maximising the value of existing customer relationships.

CRM implementation is a meaningful investment for businesses of all sizes. However, selecting the right CRM system is crucial for maximising its true benefits.

Implement a leading CRM platform

Microsoft Dynamics 365 and Salesforce are the two leading CRM platforms available. Both platforms share similar core CRM functionality, are primarily cloud-based, and provide extensive customisation options to tailor the CRM to specific business needs and processes. The platforms also have incorporated leading generative AI capabilities in their solutions. These two CRM platforms provide a multitude of applications which include the following solutions.

Sales

Dynamics 365 Sales and Salesforce Sales Cloud both help businesses streamline their sales processes by providing tools for lead management, opportunity tracking, and forecasting which can help businesses close more deals and increase revenue.

Service

Dynamics 365 Customer Service and Salesforce Service Cloud help business provide better customer service by providing a 360-degree view of each customer. This includes information about the customer’s past interactions with the company and their preferences, which can be used to provide more personalised and proactive customer service. Both solutions have advanced case management flows, queues, and case routing.

Marketing

Dynamics 365 Customer Insights – Journeys and Salesforce Marketing Cloud are both powerful marketing automation platforms that help businesses create and manage customer journeys and marketing campaigns across multiple channels. They both provide a unified view of customer data that helps personalise the customer experience and evaluate the effectiveness of the marketing efforts to identify areas for improvement. Generative AI capabilities help segment specific target groups and provide personalised messages.

Commerce

Dynamics 365 Commerce and Salesforce Commerce Cloud are both unified commerce platforms that help businesses manage their online and offline stores. They both provide a single platform for managing product information, pricing, inventory, orders, and customer data, which help businesses create a seamless and engaging online shopping experience that drives conversions. Customer data can be used to personalise product recommendations and offers, and omnichannel functionality helps integrate online and offline stores to provide a consistent customer experience across all channels.

Your CRM partner

Both Dynamics 365 and Salesforce are powerful CRM platforms with their strengths and weaknesses. However, which CRM platform is the best choice for your business depends on your specific needs and preferences.

Solita is not just your solution provider. No matter which solution you choose, we are ready to help you analyse your current system, processes, and business needs. We will provide you with a suitable recommendation and help you develop and implement the solution – and subsequently, we can also manage your application through the entire product life cycle.

Let us help you realise your digital potential. – Contact us!

Lise Vestergaard Senior Vice President, Sales, Solita

[email protected]
Jesper Dan Christiansen EVP, Denmark, Solita

[email protected]

Customer relationship management