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How to manage customers in Business Central

As many of us already know, data is usually moved about using Microsoft Excel or manually and most interfaces are usually designed to be used for something more than automated processes. This can often cause a few headaches for the users in your business. 

When it comes to ERP systems, the feedback that we receive from users is the fact that both customer and product data should be held in a fully integrated database. By having this data in one place, both information about articles or customer master data can be accessed quickly and effectively as and when required. 

If you are already using Business Central, you will notice that there are some basic CRM functions available, so you don’t have to use a separate CRM system to be able to manage your customers. However, there are a whole host of benefits of integrating both ERP + CRM systems

What benefits can a central contact management system bring? 

  • A central address database will help to make sure that your master data in Business Central is consistent. You will find that these contacts are both created and managed using contact cards. 
  • In addition to the above, you will notice that an automatic duplicate check runs in the background meaning that you won’t have any unwanted records in your system. 
  • You can easily manage each contact’s information, opportunities, segments as well as documentation. 

Managing opportunities in Business Central 

You will find that the sales management functionality of Business Central makes it easier for users when it comes to building specific sales steps and gives a top-level view of the whole sales pipeline. Through the use of sales steps in Business Central, you could in theory track inquiries as well as build offers. 

After these offers have been built, they can be sent directly from Business Central to the customer. Taking this one step further, if a sales order is made, this sets the wheels in motion for the procurement element of Business Central. It is important to also note that the sales department always has full visibility of any procurement availability through either the app or on desktop. 

As well as the above, phone calls and emails can be tracked and almost instantaneously converted into tasks to form part of the sales opportunity management. The responsibilities contained within this part of Business Central can be allocated to individual employees. Therefore, this means that all users can review all customer activities from the customer card. 

Any sales possibilities that are created can be reviewed and monitored at any point in time through the ever so customisable and intelligent Business Central dashboard. 

Campaigns can be used to target certain customers 

You will notice that campaigns in Business Central allow you to address certain customers. To put this into context in the form of an example, you can send a follow up to a webinar with a specific offer for those customers. As well as this, activities inside campaigns can be created and the sales possibilities to go with it can be controlled.  

You will find that any offers you create can be sent straight to the customer from Business Central. After a sales order has been actioned, all procurement logic in Business Central becomes active.  

Next Steps? 

If you are a business that is using Business Central and are interested in seeing how you can use it to manage customers through some specific Business Central consultancy or dedicated Business Central support then please talk to our team of Business Central experts now to discuss your specific needs. If you are looking for more comprehensive CRM functionality, then please consider looking at the specific CRM options we have available here at Advantage

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