What is customer management and lead management

Customer and lead management

Customer management and lead management are also called CRM (Customer Relationship Management) and helps companies manage activities related to leads and customers.

Matthijn Hoogenboom

By Matthijn Hoogenboom, Sales Director, MicroPartner

What can lead management and customer management be used for?

Having an overview of your customers / leads and your contact with them is valuable knowledge. And that is exactly what you can use CRM and customer/lead management for.

With a CRM system, you can see which of your employees have and have had contact with the customer, as well as which activities have been on the customer in connection with sales, marketing, service (customer service and technical service).

All information about the customer is stored in one place, where all departments can access it. That helps you e.g., avoiding having the same customer being contacted by several of your employees. Each customer has a primary customer manager, which gives you structure and clarity, for example in relation to communication.

In addition to customer management and lead management, the CRM system can help you track sales opportunities, automate marketing tasks, gain insight into customer behavior, and build customized reports and dashboards.

Thus, allowing you to offer your customers a better service and a better customer experience.

Dynamics 365

At MicroPartner, we work with CRM in the form of Dynamics 365 CRM, which in general will be able to help you with:

Increasing your sales

Win more orders

Better understand customers

Connect sales, marketing, and service

Dynamics 365 consists of several different applications that can be used together and separately. When we talk about customer management and lead management, we are talking primarily about the Sales application and secondarily about Marketing, Customer Service and Field Service.

Let us dive into the various options for customer management and lead management, that Dynamics 365 allows:

1. Track leads and sales opportunities

You can monitor all sales opportunities through the sales process. You can see where in the process the sales opportunity on the lead is located, just as you can see which employee is responsible for the lead.

You will also be able to follow the probability (pipeline) for the sales opportunity to be converted into an order.

In Dynamics 365, you can adapt the sales process to the individual company’s needs, for instance which phases are needed to close an order. Some companies have a sales process where they only work with the following:

Other companies may have longer sales processes such as

2. Monitor sales

You can get an overview of your sales in real time. You can monitor the pipeline and see if there is a need for any additional efforts targeting specific sales opportunities to convert them into orders. You can get an overview of the “hottest” sales opportunities, and you can see which sales opportunities are won and lost and possibly who sales opportunities are lost to and why. This information provides you with an insight into whether you, for example, need to adjust your prices and / or products.

3. Get insight into marketing

Via Artificial Intelligence (AI), you can get help identifying leads marketing can deliver for sale, and which ones need additional nurturing. You can see which sales opportunities have the highest probability of becoming orders and which have the lowest probability. You can track your marketing activities and see which customers have previously purchased based on promotions and which have not. That way you can better prioritize your time and effort.

Companies lose up to 40 percent of all leads, and this alone is reason enough to optimise and analyse the entire sales chain, TheLeadCompany believes.

Read the blog here.

4. Automate tasks and workflows

You can automate routine tasks, so you have more time to focus on other tasks. You can, for example, create activities in the calendar based on calls, collect feedback from your customers / leads, send standardized emails, marketing campaigns and much more.

5. Understand customer behavior

CRM can help you track communication with the customer across touch points. This allows you to see which communication is working and not working. As a result, you can continuously optimize your communication.

6. Reach customers where they are

Customer management and lead management help you reach customers across platforms, such as chat, calls, email, forms, and social media. You get all the tools, including case management, to manage your interaction with the customers and provide them with world-class customer service.

Do you need customer management and CRM?

Both large and small companies need customer management and lead management. With a CRM system from Dynamics 365, you can streamline workflows, increase collaboration between departments, improve communication both internally and externally and deliver a better customer experience.

Want to know more about customer management and lead management and all the other Dynamics 365 CRM options?

Do you want more information?

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