How To Listen To Customers With These Integrated CRM Solutions

How do CRM systems help teams gain insights from all their data so that individual client voices are heard?

And, how can CRM increase understanding of individual customer actions to make personalised communications that resonate?

The answer lies in connecting individual apps and services to create an intelligent, coherent view of each relationship across all touch points for a single source of truth to better engage customers.

In this post we've shared a selection of examples that demonstrate how Microsoft Dynamics 365 (CRM) helps businesses gain actionable insights from their data to better understand customers and keep them loyal.

Integrated Survey Data

Integrated case management tools enable service agents to manage and effectively resolve customer issues.

Resolving a service issue is a great opportunity to ask for feedback to understand each client's experience, and what could be improved.

Using the example of Microsoft Dynamics, automated processes can be configured that send an automated email each time a case is completed asking customers to rate the service. This can include the natively integrated Voice of the Customer solution, or integrated external services including Click Dimensions or dotMailer survey tools.

These surveys enable various question types including smiley ratings, tick boxes and branching logic for both simple and complex survey structures.

The same solutions can be used to carry out bulk satisfaction survey campaigns.

Regardless of the survey type, every outcome is tracked in CRM. 

As the example below shows, an individual survey response is captured as a CRM record. This includes a satisfaction rating and supporting comments which is linked to the associated contact record enabling customer facing staff to easily reference this data.

Having a CRM integrated survey is just part of the requirement.

With potentially hundreds, or thousands, of responses the challenge is to gain timely, actionable insight from this data.

Manually clicking through each record isn't viable.

A simple option can be to create a series of views in CRM for the main survey questions. These lists are dynamically updated with new completed surveys to view these responses at a glance.

The example below reflects a filtered CRM list showing all answers to a specific survey question:

To easily identify individuals who have given poor rating the filters on this view could be adjusted. 

For example, this list might only show the individual survey responses when people have rated their experience as 5 or lower. As a result, this provides an actionable list of relationships at risk. CRM users can then immediate focus on these, drill-down to see supporting comments and take appropriate action.

This process can also be automated. Background CRM workflows can be applied that scan answers on completed surveys and trigger email alerts when conditions are breached.

Using the same example as shown above, a CRM automated workflow could alert account owners with an automated email notification if one of their clients responds to this survey with a poor rating. Action can then be taken towards improving the health of this relationship.

Finally, CRM survey data can be connected with Power BI to clearly visualise these responses. 

This provides both a high level view of sentiment across all respondents across each survey question and also enables drill down analysis of each survey component.

Relationship Insights

A recent change in the CRM market is the emergence of articial intelligence to uncover customer insights and engage with clients like never before.

The first release of Microsoft Dynamics 365 includes a series of relationship insights helping sales teams gain clarity about their customers.

Here are just a few examples to demonstrate how this new technology listens to customer interactions and enables sales people to stay on top of these relationships.

Relationship Analytics help to answer the fundamental question, 'Do we have a good relationship with our customer?'

From a customer record or opportunity, relationship analytics help sales people determine the health of each relationship, and how likely each deal will proceed.

Signals from tracked Exchange emails and CRM entries determines the status of each relationship and any trends based on these interactions and their frequency. 

Armed with this intelligence sales teams can assess the risks and focus efforts on the right opportunities and activities.

The Microsoft Dynamics 365 Relationship Assistant uses multiple sources of data and customer interactions to present sales and other users with actionable cards.

These provide contextual alerts including notifications that a customer has not opened an email or where as buying signal has been identified in a recent email.


Email Activity

Inbuilt email tracking for Microsoft Dynamics 365 provides contextual email activity views to understand what actions individual recipients have taken in response to sales quotes, service proposals and other email communications.

Email engagement statistics provide a timeline to show how recipients interact with CRM emails.


CRM solutions integrate with many email marketing services that track individual actions across campaigns helping marketing teams identify recipient interests, understand preferences and qualify sales-ready leads from CRM.

Using the example of dotmailer connected with Microsoft Dynamics 365 this includes:

  • Identifying the top prospects for each email campaign based on individual open, click and message forwarding actions
  • Enabling recipients to select their email preferences and storing these settings in CRM to ensure content relevance
  • Sending repeat messages to contacts who haven’t opened your email
  • Reviewing which blogs, videos, PDF's & other links each customer has clicked in response to your recent message

Integrated marketing automation services like dotmailer and Click Dimensions also support automated campaigns to send a sequence of emails over several days, weeks or months and alert CRM users when individuals respond.

For example, a nurture campaign can be a useful tactic to send a series of drip emails to leads. Based on the email links which are clicked, automated rules will alert sales and marketing teams so they can easily concentrate on the most engaged people. 

A great example that demonstrates that an organisation is listening to its customers in its email marketing is to use dynamic content.

Rather than sending the same standard template to every recipient, dynamic content driven by CRM data adjusts parts of these communications to promote images and text based on what you know about each recipient.

Recipients will receive varying versions of the same template featuring content that can reflect gender, location, order history, previously shared preferences and any other data stored in CRM with the aim of increasing engagement with these messages.

Web Visits

Thanks to web tracking services included with ClickDimensions, company visits can be identified and tracked in CRM.

If an existing customer visits your website it’s an opportunity to identify a new sales requirement based on the search terms they’ve used or which pages they’ve visited.

New prospects are easily identified in CRM enabling sales teams to proactively contact organisations that have yet to enquire and use this web visit intelligence to connect with the right individual.

Social Engagement

Monitor and respond to what customers are saying about your company, products or brand on their social networks.

Microsoft Dynamics 365 includes integrated Microsoft Social Engagement enabling CRM users to:

• Identify and manage influencers and detractors
• Assess individual comments that reference your company to respond quickly to negative and positive comments

Social listening capabilities are relevant for several roles. 

For marketers this measures brand sentiment and influencers. Sales teams can use this data to identify new opportunities and service teams can react to customer issues.

Leveraging machine learning, social intent tags automatically identify purchase decisions, complains, requests for information and other forms of 'intent' enabling CRM and Social Engagement users to cut through social noise and zero in on the social posts that matter to them.

Once these and other priority issues are identified across social channels, rules can be triggered that automatically create service cases and leads in Microsoft Dynamics enabling issues and opportunities to managed in this interface and within the context of these defined processes.

Contact us to learn more about these examples and discover how CRM solutions will help you stay tuned in to your customers actions and comments.