20 Ideas to Improve Customer Retention with Dynamics 365

With the total cost of acquiring new customers many times higher than servicing existing clients it’s no surprise that retaining business is at the heart of many organisations CRM strategy.

CRM applications have numerous service functions but how can they be used to help you keep your best customers and protect future revenues?

Here are 20 tips for using Microsoft Dynamics 365 to keep clients loyal and coming back for more.

Proactively Stay in Touch

1. Schedule reminder activities that prompt you, and other users, to proactively follow up with customers.

2. Make sure clients aren't neglected by applying an automated processes that alert account owners if no recent activity is detected on an account.

3. Connect Dynamics 365 with email marketing such as ClickDimensions or dotMailer to send personalised messages that communicate news, offers, events and other relevant content. Use email reports to assess individual responses through email opens and click analysis to assess interest and send increasingly targeted communications.

4. Track expiry dates, membership information and other time sensitive detail in your CRM database to have activities and email scheduled automatically around these dates that will boost renewal rates.

5. Invite customers to events and use Dynamics to plan and manage each task including automated processes for invitation reminders, post-event follow-ups and handling the resulting leads. The Dynamics 365 for Marketing app included a dedicated event management module while ClickDimensions offers native integration with GoToWebinar and EventBrite.

6. Use dynamic content for advanced personalisation of messages which can reflects a customer’s order history, their preferences and other detail that will help increase engagement. For example, this could include publishing details of your nearest outlet to a client’s location or promoting holiday deals based on previous bookings to predict their current interest.

Understand Clients & Increase Account Value

7. Customise D365 to track complete detail about each relationship in a single interface so that your team have all the information they need to quickly respond to customer requests however, people contact you.

8. Profile customer records enabling CRM users to clearly see the value of each account. For example, create a drop down list that grades the account profitability, or use a tick box if a client is a reference site.

9. Connect Dynamics with your accounting or ERP system. As well as improving order processing and eliminating double-entry, customer facing staff can easily check the order history on an account to anticipate future requirements and make recommendations for cross selling opportunities that will increase account revenue.

10. Identify dormant customers in your database and target them with compelling offers to re-engage will be one of the quickest ways that you can increase revenue. Remind them of your services, understand why they haven't recently transacted with you and communicating that you still value them will often result in some immediate opportunities and improved client relations.

Deliver Amazing Service

11. Empower customer facing teams to access the relationship and process detail that matters to them wherever they work via mobile, tablet or desktop that will empower everyone to deliver a personalised service that other providers can't match.

12. Use case management tools, including workflow automation, to track customer issues for clear visibility of outstanding customer service items. Utilise knowledge management, case routing and queue function to transform service delivery.

13. Keep customers updated with progress on service cases with automated email notifications when cases are opened, updated and closed.

14. Publish self-service web portals enabling clients to log new service requests outside regular office hours, search a knowledge database to find answers, check the status on existing cases and directly update registered detail in Dynamics.

15. Enforce service level agreements that prioritise customer issues and trigger alerts if terms are at risk of being breached to protect SLA's and make sure that the most valuable customers receive a premium service.

16. Adapt Dynamics 365 guided processes that direct users towards a successful outcome in line with your rules and methodology. For example, create scripts that help service agents qualify support requests by prompting them to ask questions and progress a resolution in line with your processing logic to streamline processes, increase data quality and ensure service consistency.

17. Track social conversations through Microsoft Social Engagement to measure sentiment towards your organisation and brand, and use Dynamics 365 integration to create actions when service issues are detected, or where selling opportunities are identified.

Assess Service Performance

18. Capture timely customer feedback scores in Dynamics. For example, include a link to a short survey form in an automated email when a support ticket is closed, or when an order is dispatched. Use feedback reports, email alerts and reports to assess performance and take corrective action if problems are identified.

19. Use Dynamics 365 dashboards or Power BI to review service delivery performance and identify areas for improvement. Use metrics to identify recurring support or service problems, or assess what % of issues are being resolved in a single call.

20. Use this insight to develop staff incentive schemes that reward users for outstanding performance in key metrics, for example, cases closed per week / month or highest scoring customer feedback per month.

Learn more

To find out more about any of these points and how CRM applications can be used to help you strengthen customer loyalty in your business please contact us.


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