CRM_

Improve customer relationships and easily manage your communications, with a focus on providing high-quality experiences that drive loyalty. 

Feefo logo

Speak to our experts

Why do customer relationships matter? 

Without customers, no business would survive. This means that how you build relationships with them is critical. When customers feel valued and understood, they are more likely to become loyal advocates for your brand. This loyalty translates into repeat business, positive word-of-mouth referrals and increased customer lifetime value. This can fuel your growth and resilience. 

In today’s digital age, where information is readily available and customer expectations are constantly evolving, cultivating meaningful customer relationships is more important than ever. By prioritising customer experience, fostering open communication and demonstrating genuine care, businesses can build lasting relationships that drive growth and success. 

CRM is a critical tool to help you manage customer relationships more effectively, so you win more leads, retain more customers and deliver personalised experiences that delight audience. 

Speak to us

What are the challenges associated with customer relationship management? 

Effective CRM needs consistent and accurate customer data. Inconsistent or outdated information can lead to miscommunication, missed opportunities and damaged relationships. Additionally, maintaining data privacy and security is crucial, especially in today’s regulatory landscape. 

Another challenge lies in the cultural shift required within organisations to embrace a customer-centric approach. This often involves breaking down silos between departments, fostering collaboration and empowering employees to make decisions that benefit the customer. Resistance to change and a lack of buy-in from key stakeholders can hinder the successful implementation of CRM strategies. 

Finally, measuring the effectiveness of CRM initiatives can be difficult. Traditional metrics, such as sales figures and customer satisfaction surveys, may not fully capture the long-term impact of building strong customer relationships. Developing innovative metrics that accurately reflect the value of customer loyalty and advocacy is an ongoing challenge for many organisations. But the right CRM system can make these challenges disappear. 

Speak to us

What are the benefits of an effective CRM system? 

Centralise customer data: Gain access to a single source of truth for all customer information, allowing for consistent experiences 

Improve customer service: Deliver more personalised interactions, using data to better predict and serve needs 

Enhance sales efficiency: Streamline sales processes with communication at the right times, and increase deal closure rates 

Better targeting: Craft more effective campaigns based on customer segmentation and behaviour to increase conversion rates 

Increase customer satisfaction: Stronger relationships lead to higher customer satisfaction score and a loyal base 

Improve decision-making: Access data-driven insights to inform strategic business decisions and better align with customer requirements 

Automate tasks: Reduce manual effort and increase productivity, saving your teams’ time to focus on strategic work 

Scale: Simplify management as your customer base grows and your business priorities evolve 

How can Infinity Group help? 

We understand the challenges associated with customer relationship management. We also know how crucial effective management is to business performance – and that rests on a great CRM system.  

Microsoft Dynamics 365 Sales is a market leader for CRM, delivering extensive capabilities like pipeline management, automated workflows for sales and marketing, data intelligence and AI-powered recommendations to improve customer experiences. 

We’ve worked with countless businesses to embed D365 Sales and revolutionise their customer relationships. Our experts can help you identify the features that will most add value to your business and find appropriate licensing packages to offer maximum ROI. 

We can also build, customise and deploy your D365 Sales instance, including supporting you through the technical implementation like data migration and thorough testing. This ensures a smooth transition, granting fast results from your CRM system. 

Woman from a small business on her laptop

Key CRM areas in Dynamics 365_

Customer data management: Collect, store and analysing customer information to gain valuable insights, with AI powered intelligence 

Sales force automation: Automate routine sales tasks, such as lead generation, opportunity management and forecasting 

Marketing automation: Automate and personalise marketing campaigns, email marketing and social media engagement 

Customer service and support: Streamline customer support processes, track issues and improve resolution times 

CRM FAQs_

How does a CRM system work?

A CRM system typically works by collecting and storing customer data from various sources, such as email, phone calls, social media and website interactions. This data is then organised and analysed to provide valuable insights into customer behaviour and preferences. 

What are the key features of a CRM system?

A comprehensive CRM system typically includes the following key features: 

  • Contact management 
  • Sales force automation 
  • Marketing automation 
  • Customer service and support 
  • Reporting and analytics 
  • Integration capabilities 

What is the difference between CRM and customer service?

While CRM is a broader concept encompassing the entire customer journey, customer service is a specific function within CRM focused on resolving customer issues and inquiries. CRM provides the tools and data to improve customer service by offering a holistic view of the customer, enabling agents to provide more personalised and efficient support. 

What are the common mistakes in CRM implementation?

Common mistakes in CRM implementation include: 

  • Lack of clear objectives: Not defining clear goals and objectives for the CRM system. 
  • Poor data quality: Failing to clean and maintain accurate customer data. 
  • Insufficient training and adoption: Not providing adequate training and support to users. 
  • Ignoring user feedback: Not actively listening to user feedback and making necessary adjustments. 
  • Overcomplicating the system: Trying to implement too many features at once, leading to confusion and user resistance. 

What are the benefits of a CRM system with integrated marketing automation?

Integrating CRM with marketing automation offers several benefits, including: 

  • Personalised marketing campaigns: Delivering targeted messages to the right audience at the right time. 
  • Improved lead generation: Generating high-quality leads and nurturing them through the sales pipeline. 
  • Enhanced customer segmentation: Segmenting customers based on various criteria to optimise marketing efforts. 
  • Better campaign tracking and measurement: Tracking the performance of marketing campaigns to measure ROI. 

Related resources_

CRM comparison guide: How Dynamics 365 stacks up against the rest_
Dynamics 365

CRM comparison guide: How Dynamics 365 stacks up against the rest_

Key takeaways Choosing the right CRM is critical for managing customer relationships effectively: th......

17 Oct 2024 | 16 min read
How Dynamics 365 Sales CRM can improve your sales process_
Dynamics 365

How Dynamics 365 Sales CRM can improve your sales process_

Pipelines full of relevant leads, happy existing customers and a high deal closure rate. It’s what......

30 Jan 2024 | 8 min read
Dynamics 365 vs HubSpot: a comparison guide_
Dynamics 365

Dynamics 365 vs HubSpot: a comparison guide_

Customer relationships lifeblood of any thriving business. Because of this, it’s crucial to build ......

18 Jun 2025 | 9 min read

We would love
to hear from you_

Our specialist team of consultants look forward to discussing your requirements in more detail and we have three easy ways to get in touch.

Call us: 03454504600
Complete our contact form
Live chat now: Via the pop up


Feefo logo