• Scaling Your Business with Dynamics 365 On-Premises vs Cloud

    Scaling Your Business with Dynamics 365 On-Premises vs Cloud

    Microsoft Dynamics 365 remains one of the most trusted and capable CRM platforms available today. For many organisations, running Dynamics 365 on-premises has provided the control, security, and customisation needed to support critical business operations. Owning your infrastructure offers advantages: full control over data, tailored custom integrations, and the ability to align your environment closely with industry-specific compliance requirements.

    However, as Dynamics 365 Cloud continues to advance, delivering continuous innovation, enhanced security, powerful AI features, and seamless integration with the wider Microsoft ecosystem, the gap between on-premises and cloud is widening. Businesses that remain on-prem are increasingly limited by infrastructure demands, slower access to new capabilities, and growing challenges around scalability and remote accessibility.

    On a commercial level, staying on-prem risks falling behind competitors that are moving faster, operating smarter, and adapting more easily to change. The decision isn’t about abandoning what’s familiar; rather, it’s about choosing a foundation that will keep scaling with you, not against you.

    When Dynamics 365 On-Premises Still Makes Sense — And Why That’s Changing

    On-premises deployment has long been the standard for CRM, especially in sectors where control and compliance are non-negotiable. For businesses operating in or connected to industries like aerospace and defence, the ability to maintain infrastructure control has been essential.

    Advantages of Dynamics 365 On-Premises:

    • Complete Control: Your infrastructure, your rules. For organisations with strict regulatory needs or complex security protocols, this can be a benefit.
    • Data Sovereignty: Some industries (particularly in government or defence) require data to remain within specific physical or geographic boundaries.
    • Custom Integration: If your environment has legacy systems or deeply entrenched custom applications, on-prem may still offer the easiest route to integration.

    These benefits are narrowing. Maintaining control also means absorbing the burden of upkeep, patching, upgrading, and ensuring security. All of these require time, resources, and technical expertise. This usually means maintaining (and retaining) an internal IT team, or outsourcing to an IT consultancy with the required skills and security credentials.

    The Real Cost of Holding Onto On-Prem

    Dynamics 365 On-premises deployments can seem simpler to maintain, but they often conceal costs that increase over time. These hidden costs undermine operational efficiency and future scalability.

    • Maintenance Overhead: Server upkeep, software patching, compliance checks, and hardware refresh cycles all eat into IT budgets and resourcing.
    • Delayed Access to Innovation: New capabilities like AI-powered insights, predictive analytics, and seamless collaboration tools are often reserved for cloud deployments, meaning on-prem systems fall further behind with each release cycle.
    • Security Risk: Cyber threats are evolving rapidly. Without the constant security investment Microsoft delivers through the cloud, businesses risk falling short on protection and compliance.
    • Talent Drain: IT professionals are moving away from managing legacy systems. Recruiting and retaining talent willing to support ageing on-prem infrastructure is becoming harder — and more expensive.

    These technical limitations create commercial risk. The longer an organisation waits to modernise, the more disruptive and costly the gap becomes.

    Dynamics 365 Cloud — Scalability, Security, and Innovation

    Modern businesses need more than a CRM. They need a connected platform that scales, integrates, and evolves with their needs. Dynamics 365 Cloud provides this flexibility, and removes many of the constraints that come with on-prem systems.

    Benefits of Dynamics 365 Cloud:

    • Scalability Without Infrastructure: Add users or expand functionality instantly, without the need to upgrade physical servers. Saving time and money.
    • Security and Compliance: Microsoft invests over $1 billion a year in cloud security. That level of protection is hard to match in-house, especially for mid-sized businesses.
    • Automatic Updates and Innovation: Dynamics 365 Cloud eliminates the need for major upgrade projects. The cloud gives immediate access to the latest features, including Microsoft Copilot, AI-assisted insights, and seamless Power Platform integration.
    • Anywhere Access: Teams can access Dynamics from anywhere, on any device, without the need for complex setups or VPNs that drain bandwidth.
    • Better Integration: Dynamics 365 in the cloud is designed to work effortlessly with Microsoft 365, Teams, SharePoint, and other business-critical tools.

    The cloud enables businesses to adapt quickly, optimise performance, and reduce dependency on large IT teams for routine system changes.

    Cloud-First Dynamics 365: A Platform for Sustainable Growth

    Most organisations operate in spaces where there is stiff competition and tight margins. Growth takes more than aggressive marketing or a winning proposition. It requires speed, efficiency, and insight.

    Cloud-native Dynamics 365 enables organisations to:

    • Launch new services without costly infrastructure upgrades
    • Respond to customer needs in real time
    • Expand into new markets without backend restrictions
    • Empower teams with tools that adapt to them, not the other way around

    With real-time reporting, Power BI integration, embedded AI insights, and seamless collaboration tools, teams spend more time optimising and innovating. Leaders gain faster access to the information needed to act decisively and confidently.

    Competitors that remain on-prem are forced to dedicate time to patching and upgrade planning, while cloud-first organisations are already executing on the next opportunity.

    How to Migrate from On-Prem to Cloud — Without the Headaches

    Moving from Dynamics 365 on-premises to the cloud isn’t just a lift-and-shift exercise. It’s a strategic decision that repositions CRM as an enabler of long-term business growth.

    What a successful migration includes:

    • Discovery and Planning: Reviewing your current CRM setup, identifying customisations, integrations, and critical data that must be migrated.
    • Readiness Assessment: Checking licensing, compliance needs, and technical dependencies to ensure a smooth transition.
    • Migration Execution: Moving data, configurations, and customisations with minimal disruption to your daily operations.
    • Training and Enablement: Equipping users to fully adopt the new environment — including automation, mobility, and new reporting features.
    • Optimisation and Innovation: Building on the new foundation with automation, real-time analytics, and platform integrations.

    Choosing the right partner makes all the difference. With the right approach, the transition can be seamless and the returns immediate.

    Why Dynamics 365 Cloud Is the Right Strategic Step

    On-premises systems are becoming more expensive to maintain and slower to evolve. For organisations experiencing limitations in flexibility, scalability, or innovation, now is the right time to modernise.

    Dynamics 365 Cloud doesn’t just address existing issues — it enables new capabilities, greater visibility, and better decisions across the business. Growth, resilience, and security are easier to achieve with a platform designed to move with you.

    Migration requires careful planning, but the risks of standing still are greater than the challenges of moving forward. QGate helps organisations reduce that risk, accelerate adoption, and build a modern CRM foundation that drives results.

    Book an assessment with a member of the team and learn more how QGate can help you migrate your Dynamics On-Premises to Cloud.

    Phil Spurgeon

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  • Dynamics 365 CRM as a Profitability Engine

    Dynamics 365 CRM as a Profitability Engine

    Many businesses use CRM as just that; a tool for managing customer relationships, tracking leads, logging interactions, and monitoring pipelines. While this isn’t necessarily a bad thing, it’s failing to take full advantage of the CRM’s ability to drive profit in your business.

    A modern CRM, such as Microsoft Dynamics 365, when configured correctly, can be a profitability engine that can increase revenue, cut operational costs, and drive sustainable business growth.

    Choosing the right platform isn’t as straightforward as picking one off the shelf.

    Although plenty of platforms present themselves as an ‘out of the box solution’. Those solutions can, and do, suit many businesses perfectly well but they rely on making the business fit functionality, rather than the other way around.

    Moreover, any out-of-the-box solution will require integration just like any other, which takes time and money and you’re still getting an inflexible solution regardless of how much the solution ends up costing you.

    The result is a CRM that is functional but little else and any changes would be costly, if they were possible at all.

    By combining a robust process of business analysis, CRM strategy and stakeholder engagement you are in a much stronger position to determine the kind of CRM the business requires.  and choosing the right CRM to meet your requirements, based on the identified outcomes. Outcomes like profitability, growth, customer retention, AOV etc.

    Leveraging tools like automation, data intelligence, and process optimisation help to convert more leads, improve customer retention, reduce inefficiencies and drive profitability.

    graphic representing rising profitability

    The True Cost of an Inefficient Business

    Businesses lose money, simply because of disconnected processes, wasted time, and poor resource allocation. This lack of visibility and systemic inefficiencies quietly erode profitability, making it harder to scale and compete effectively. A lack of transparency with sales pipelines, customer history, and revenue forecasting can lead to missed revenue opportunities. Without a clear understanding of lead quality, sales teams waste time on low-value prospects rather than bringing in bigger and/or more profitable deals.

    Operations

    Operational costs can spiral due to outdated, manual processes that require unnecessary labour and data re-entry. When employees are burdened with inefficient workflows, productivity suffers, and businesses incur avoidable expenses. Morale is an inevitable casualty of a business that is plagued by inefficiency, tedious processes and time-consuming manual tasks. As a result, these organisations will struggle to hold on to their best people. It shouldn’t be any surprise that employees will choose to work for businesses that invest in making their jobs both easier and more enjoyable.

    Customer Engagement

    Customer retention is another crucial factor behind profitability. Acquiring a new customer costs significantly more than retaining an existing one, yet many businesses fail to implement proactive retention strategies, leading to higher churn rates.

    Particularly in the B2C markets where competition is fierce, customers need to spend four to six times with a business to consider themselves loyal. With customer loyalty so hard won, an efficient, data-driven and personalised customer engagement strategy is essential to increase sales, boost average order value and increase lifetime customer value.

    IT and Infrastructure

    Disconnected software systems also add to the problem, creating gaps in data integration and increasing IT costs. When multiple tools are used across different departments without proper synchronisation, teams operate with fragmented information, making collaboration difficult. Similarly, poor data management results in inconsistent reporting, meaning business leaders make decisions based on incomplete or outdated information, often leading to costly mistakes. Without automation and strategic data insights, businesses operate reactively rather than proactively, which significantly limits profitability.

    illustration of a customer engagement campaign

    How Dynamics 365 Drives Profitability

    Microsoft Dynamics 365 transforms CRM from a cost centre into a revenue-generating powerhouse by aligning sales, marketing, finance, and customer service under a single, data-driven ecosystem.

    Sales and Dynamics 365

    One of its most valuable features is its ability to increase revenue through targeted selling. Sales teams often waste time chasing low-value or unqualified leads. Dynamics 365 optimises this process by automating lead scoring, ensuring sales representatives prioritise the most promising opportunities. It also provides real-time customer insights, allowing for tailored pitches and improved engagement. With enhanced pipeline visibility, sales managers can identify bottlenecks, predict revenue trends, and adjust strategies accordingly. Ultimately this leads to faster deal closures and increased win rates.

    Operations and Dynamics 365

    Beyond revenue growth, Dynamics 365 significantly reduces operational costs through automation. Businesses still relying on manual processes for lead follow-ups, data entry, invoicing, and reporting experience unnecessary inefficiencies. By automating these repetitive tasks, organisations can free up employees to focus on high-value activities while also reducing costly human errors. Additionally, integrating systems across sales, marketing, and finance eliminates the need for multiple disconnected tools, cutting IT expenses and simplifying operations.

    Customer Retention and Dynamics 365

    Enhancing customer retention is another key profitability driver. Many companies struggle with disjointed customer experiences due to fragmented data across teams. Dynamics 365 centralises customer records, ensuring every interaction is informed by previous engagements, creating a more seamless and personalised experience. AI-powered analytics can even identify at-risk customers before they churn, allowing businesses to take proactive retention measures. By automating re-engagement campaigns and personalised offers, companies can build stronger relationships with their customers, increasing lifetime value and reducing the need for constant new client acquisition.

    Reporting and Dynamics 365

    Another major advantage of Dynamics 365 is its ability to optimise pricing and forecasting. Many businesses struggle to set the right prices or forecast revenue accurately due to poor data visibility. Dynamics 365 leverages AI-driven insights to recommend pricing strategies based on customer behaviour, market trends, and competitor analysis. Additionally, its advanced analytics tools help businesses predict revenue trends, allocate resources effectively, and make proactive adjustments to their strategies.

    Finance and Dynamics 365

    For finance teams, Dynamics 365 helps streamline financial processes and reduce waste. Many organisations deal with revenue leakage due to delayed invoicing, poor tracking of outstanding payments, and misalignment between sales and finance. By integrating financial management with CRM, businesses can ensure faster invoicing and collections, improving cash flow and overall liquidity. Real-time financial reporting also enables better cost control, reducing unnecessary expenditures and allowing leadership to make data-backed financial decisions.

    Business Transformation and Dynamics 365

    While this may read like some sales blurb from the Microsoft website, the point is that all of these things play an integral part in aligning the various aspects of your business with your objectives.

    It’s impossible to bring budgets under control, reduce costs and boost profitability if the business is inefficient and dysfunctional at its core. Investing in the infrastructure of all of your departments with a powerful CRM system changes the way the business work.

    However, where Dynamics 365 can be the real driver of change, and where it can truly become a profitability engine, is the level of customisation it offers. Working with a business analyst you can identify exactly how you want your internal systems and processes to operate.

    These processes can be created within Dynamics, allowing your organisation a fresh start in terms of how it operates, collects data, engages with clients and makes decisions.

    Real-World Business Impact

    While each area of Dynamics 365 offers value on its own, the true business impact lies in how these capabilities come together to support strategic decision-making and sustainable profitability.

    Let’s take a step back and assess what does profitability hinge on?

    • Smarter use of time and talent
    • Stronger customer relationships
    • Faster, more reliable decision-making
    • Better alignment between revenue and operations
    • The ability to scale without chaos

    Dynamics 365 enables all of this not just through automation or analytics, but by bringing together people, processes, and data under one roof. When your sales, finance, operations, and service teams work from the same system, it’s no longer about what Dynamics can do, but rather how much better your entire business can perform.

    Instead of reacting, you can spot trends, prevent churn, boost sales and grow market share.

    The Business Case for CRM as a Profitability Engine

    For businesses serious about increasing revenue and cutting costs, a CRM like Dynamics 365 is a strategic investment. By aligning teams, automating processes, and leveraging data-driven insights, businesses can achieve sustainable growth without unnecessary expenditure.

    A modern CRM drives profitability in multiple ways. It increases revenue by enabling more efficient sales processes, improving lead conversion rates, and enhancing customer retention. At the same time, it lowers costs by reducing the need for manual work, eliminating redundant IT systems, and providing real-time financial visibility. AI-powered analytics further enhance decision-making, allowing businesses to optimise pricing strategies, forecast revenue trends, and allocate resources more effectively. Faster cash flow cycles, reduced inefficiencies, and improved operational scalability all contribute to a stronger bottom line.

    Businesses that fail to evolve their CRM strategy risk leaving money on the table, while competitors using Dynamics 365 gain the edge through efficiency, intelligence, and automation. In today’s competitive landscape, having a CRM that is fully optimised for profitability and growth isn’t just an advantage—it’s a necessity.

    Ready to Turn CRM into a Profitability Powerhouse?

    If your CRM isn’t maximising revenue or cutting costs, it’s time to rethink your strategy. Let’s explore how Dynamics 365 can help your business operate smarter, faster, and more profitably.

    Are you ready to unlock your CRM’s full potential? Get in touch today.

    Phil Spurgeon

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  • Breaking Down Organisational Silos with CRM

    Breaking Down Organisational Silos with CRM

    Despite the availability of technology, like CRM, in modern business to assist with process, communication and efficiency, many organisations still operate in organisational silos. Sales, marketing, finance, operations, and customer service, operate as separate entities.

    While this structure may seem manageable, it creates bottlenecks, inefficiencies, and missed opportunities.

    These departmental silos lead to fragmented customer experiences, duplicated efforts, and poor decision-making because data isn’t shared effectively. When teams lack visibility into each other’s work, they operate in a vacuum, often at the expense of business efficiency and profitability.

    This is where CRM, particularly Dynamics 365, can be transformative. By integrating data, streamlining workflows, and fostering collaboration, CRM eliminates silos and creates a unified, high-performing business environment.

    The Cost of Organisational Silos

    Siloed businesses suffer in multiple ways, often without realising how much it’s holding them back. Silos can exist for good reason – like a desire to protect company information. But there is an element of ignorance here as utilising tools like Dynamics 365 to streamline processes. That doesn’t mean every piece of information will be accessible to every employee. It simply makes it easier for the information to end up where it’s meant to.

    Unfortunately, it’s all too common for department heads to see tools like CRM as a threat to their job or those of their team. Automation and streamlining – they fear – will result in a reduced headcount. In reality freeing up team members from mundane, repetitive tasks allows them to focus on more meaningful output or innovate and deliver value in other areas of their roles. Here are some of the biggest challenges organisational silos create:

    Poor Cross-Team Communication

    The proverbial left-hand not knowing what the right hand is doing. Consolidating data so there is a single customer record makes it easier to deliver great customer service. If customer service is dealing with a complaint and has added all the information against that customer record. With that visibility, marketing can choose to either suspend marketing to them or, working with customer service, do something special to win back their loyalty.

    Silos make inter-department communication and collaboration significantly harder. Moreover, opacity breeds resentment. When one department can’t see what the other is doing, especially when results aren’t always obvious or tangible, resentment can set in.

    This fosters negativity and an obstructive way of working, making it less likely that data is shared or shared in a timely manner. Departments begin to make unreasonable demands or assume every demand made of them is unreasonable. Without a transparent approach, silos can slow the flow of business and undermine the company culture.

    Duplication of Work & Inefficiency

    Duplication of work costs money, wastes time and creates a lousy customer experience. This is compounded when departments aren’t collaborating and sharing data as in organisational silos.

    The result can be customers receiving two very similar offers from the same company which can be confusing and undermine trust. Simply put, why would a company trust you with their money and their time if you can’t get your communications aligned?

    On an operational level, inefficient ways of working result in multiple customer records, duplicate notes or conflicting notes. It can result in inaccurate quotes or incorrect pricing being applied.

    A single source of truth is essential to managing the flow of information across the business, without it time is wasted chasing information and informed decision-making is hampered. Moreover, de-duplication is a lengthy process that takes resources away from the important work, sucks up employee morale and ultimately wastes money.

    Limited Data Insights and Decision-Making

    Organisational silos have a significant impact on your ability to make informed decisions. Assuming the data is obtainable, the need to manually collate and analyse the information is incredibly time-consuming and fraught with human error and inconsistencies.

    But, crucially, by the time any manual report is fully compiled, it’s obsolete. The ingestion rate of new data into the business means that manual reports are effectively useless.

    Things get more complicated when data doesn’t marry up, or you don’t have access to the data at all If multiple departments are producing their own reports, using their own solutions or approaches, the act of consolidating that information into a meaningful, digestible, format is insurmountable with the time available. And all the while that data is being collected, collated and analysed, the business isn’t moving forward. Simply because decisions aren’t being made.

    A CRM like Dynamics 365 allows you to integrate all those disparate data sources and create a single source of truth. A single repository where all your company’s information can be accessed. So you can see how well sales are performing while getting insight into which clients aren’t paying their bills.

    Better still the data automatically compiles and with AI-generated insights to save time with analysis.

    Having the data readily available, in the format you need it accelerates the decision-making process while also helping you to make better, more informed, decisions.

    The alternative is decisions that don’t align with identified objectives and cost the business money.

    people working in organisational silos

    How Dynamics 365 CRM Breaks Down Organisational Silos

    A properly implemented CRM transforms how businesses function by connecting data, people, and processes across the entire organisation. But, not all CRMs are created equal. Here’s how Dynamics 365 tackles the silo problem head-on:

    A Unified Data Hub for All Teams

    Instead of scattered data across spreadsheets, email threads, and separate systems, Dynamics 365 centralises all business information. This means:

    • Sales, marketing, finance, and service teams access the same customer records.
    • Automated updates ensure information is always accurate and up to date. 
    • Decision-makers see real-time reports rather than waiting for manual data collection. 

    When everyone has access to the same data, they can collaborate seamlessly.

    Automated Workflows and Process Alignment

    Dynamics 365 allows businesses to automate and integrate processes, ensuring information flows effortlessly across departments. 

    • Leads generated by marketing are automatically visible to sales. 
    • Customer service requests trigger updates for sales and account managers. 
    • Finance receives real-time updates when deals are closed or invoices are due. 

    This eliminates manual handovers, reduces errors, and improves efficiency.

    Seamless System Integration

    Organisations rely on multiple tools from finances to HR, leading to complex tech stacks and disconnected data. Dynamics 365 integrates with:

    • ERP systems.
    • Marketing automation tools.
    • Customer service platforms. 

    By consolidating tools and reducing fragmented software, businesses save money and simplify operations. Dynamics also has these tools available as part of its configuration so it can consolidate as well as integrate your tech stack.

    Real-Time Visibility & Reporting

    One of the biggest advantages of Dynamics 365 is its powerful reporting and analytics including:

    • Live dashboards give leadership real-time insights. 
    • AI-powered analytics predict trends and customer behaviour. 
    • KPI tracking ensures every team understands their impact on business goals. 

    Rather than working in silos, teams can collaborate based on real, actionable data.

    Improved Collaboration & Transparency

    This is key. The lack of collaboration and opaqueness of processes is the root cause of inefficiencies and bad practices. How Dynamics helps:

    • Sales teams know which leads have interacted with marketing campaigns. 
    • Customer service teams have full visibility into customer history. 
    • Finance teams can track invoices and forecast revenue without chasing updates. 

    When teams are aligned, trust increases, and the workplace becomes more collaborative and efficient.

    The Business Benefits of Breaking Down Silos with Dynamics 365 CRM

    Eliminating silos with Dynamics 365 has a transformational impact on business efficiency, cost reduction, customer experience, and overall growth. By streamlining workflows and ensuring data is entered once and shared across teams, businesses eliminate duplicate work, freeing employees to focus on high-value tasks rather than navigating disconnected systems. Automated processes save time, while fewer standalone tools reduce IT and licensing costs, ultimately lowering operational expenses. This efficiency extends to customer interactions, ensuring consistent communication, faster issue resolution, and more personalised experiences that boost satisfaction and loyalty. Internally, a clearer, more collaborative workflow reduces stress, enhances employee morale, and fosters a more engaged and motivated workforce. With real-time insights at their fingertips, leaders can make faster, data-driven decisions, allowing businesses to scale efficiently, stay agile, and maintain a competitive edge in an ever-evolving market.

    Breakdown your Business Silos

    If your teams are wasting time on duplicated work, struggling with fragmented data, or frustrated by inefficient processes, it’s time to rethink how you operate.

    Dynamics 365 isn’t just software—it’s a business transformation tool. 

    By unifying data, automating processes, and fostering collaboration, it eliminates silos and unlocks new levels of efficiency, profitability, and growth.

    Ready to break down the barriers in your business? Let’s talk about how Dynamics 365 can help.

    Phil Spurgeon

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  • Behind the Rebrand: The Story of QGate’s New Look

    Behind the Rebrand: The Story of QGate’s New Look

    At QGate, we’ve always been committed to helping businesses grow by offering consultative, tailored solutions that make the most of Dynamics 365 to streamline processes and fuel growth. As our business has evolved, so too have the needs of our clients. To better reflect our approach and values, it became clear that our brand needed to evolve alongside us.

    Our new brand isn’t just about a fresh logo or a new colour palette, although we think they look fabulous, it’s about aligning who we are today with the forward-thinking, results-driven solutions we deliver every day. Here’s a behind-the-scenes look at the process that led to the rebrand and why it’s such a pivotal moment for QGate.

    Why the Change?

    The decision to rebrand was driven by more than aesthetics. Our previous branding had served us well, but it no longer reflected the dynamic nature of our work or the consultative approach we take to helping businesses unlock their potential with Dynamics 365.

    Moreover, we found that the old look didn’t reflect who we were as a team. The greys and blues, traditionally techy colours, also gave the impression we were a bunch of very starchy people dressed in suits huddled around laptops looking pensive.

    We are not a bunch of starchy people and while we all have laptops, we’ve never huddled around one looking pensive or otherwise.

    The branding process began when we re-examined our mission, vision, and values. Since QGate was founded in 1997, our offering and approach have evolved considerably, so what we say about ourselves, how we work, and manage our professional relationships need to evolve too.

    This was the genesis for our new brand. However, distilling the behaviours and values demonstrated by a team into words is a delicate process. ‘We’re an awesome bunch of people’ while honest lacks flair.

    But, with that process completed we were able to look at how we can translate those statements into a visual design.

    We wanted to communicate our mission to be the premier Microsoft Dynamics 365 deployment and recovery partner in the UK and Ireland and, on a deeper level, reflect our collaborative and open approach to how we work with each other and our clients.

    The Process Behind the New Identity

    From the start, we knew we wanted our rebrand to be about more than just looks; it needed to be authentic and rooted in our values. Here are some of the key elements we focused on during the process:

    Consultative Approach: At the heart of what we do is working closely with clients to understand their business needs. This emphasis on partnership and collaboration guided our thinking throughout the rebrand. We wanted the new brand to reflect our role as strategic advisors, not just service providers.

    Growth Through Innovation: With Dynamics 365 as a core part of our offering, we’re always looking for ways to help businesses grow and thrive. Our rebrand needed to embody that forward-looking perspective, showing that we’re not afraid to push the boundaries and explore new ideas.

    Simplification and Clarity: We aimed to simplify the way we present ourselves, both visually and in messaging. We believe in being clear and transparent with our clients, so it was important that our new branding reflected this. We want to cut through the noise and showcase our core values of integrity, trust, and innovation.

    The New Look

    The new logo, colour palette, and tagline are bold steps forward for QGate. We moved away from the more traditional blues and greys of our previous brand, embracing a vibrant green palette that symbolises growth and renewal. The logo, with its sleek, modern design, captures the energy of the new QGate, while the tagline underscores our commitment to helping businesses thrive through Dynamics 365.

    While the visuals are a big part of the change, the real impact comes from how the new brand reflects the way we work—through insight, innovation, and meaningful partnerships.

    What’s Next?

    The rebrand isn’t just a one-time event, it’s a step towards a future where QGate continues to grow alongside our clients. The rebrand coincides with a brand-new website, alongside a renewed focus on helping businesses unlock their next big idea with Dynamics 365.

    We’re excited to share this new chapter with our clients, partners, and the wider business community. We believe this fresh look and feel will help us communicate more clearly who we are, what we do, and how we can help businesses grow in the years to come.

    Thank you for being a part of our journey, and we look forward to helping you achieve your goals with the power of Dynamics 365 and QGate’s expert support.

    Explore the new QGate today and discover how we can help unlock the potential of your business.

    Working with QGate

    To learn more about how QGate can support your business transformation through Dynamics 365, get in touch today to speak to a member of the team.

    Phil Spurgeon

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  • How AI Can Improve Customer Engagement

    How AI Can Improve Customer Engagement

    CRMs like Dynamics 365 and CDPs harvested data and allowed businesses to provide customers with greater value at a time when competition online was at an all-time high. Powered by AI, CRMs allowed businesses to do far more than let a customer know their order was on the way.

    Although life returned to normal, customer expectations did not and businesses are under pressure to meet, if not exceed, those expectations and engage with them in a more personalised way.

    Artificial intelligence (AI) represents an opportunity for businesses to drive their customer engagement. By simplifying processes, offering actionable insights, and enabling personalised interactions, AI allows marketing teams, especially small teams, to do more for their audiences. For organisations using platforms like Microsoft Dynamics 365, AI-driven tools such as Copilot offer new possibilities for enhancing the customer experience.

    Some businesses have been reluctant to adopt AI in any meaningful way with legitimate concerns giving them pause. Whether AI proves to be a boon or a curse, for now, it is still one of the most powerful ways to create a more personalised customer experience, allowing the team to take on other tasks.

    The Role of AI in Customer Engagement

    Artificial intelligence has become a cornerstone of modern customer engagement strategy, supporting business in two key areas: administration and execution. With customer expectations so high, it’s no longer enough to react to customer needs, businesses must anticipate them.

    Equally, the level of intervention required to produce the customer experience demanded is prohibitive.

    AI enables organisations to deliver proactive, personalised, and seamless interactions that meet customer expectations and, over time, foster loyalty.

    At its core, AI analyses data and identifies patterns in moments, providing valuable, actionable insights. Powerful CRMs, like Dynamics 365, can consolidate data from various customer touchpoints such as email, phone calls, website visits, and more. Using those data points it can create a unified customer profile. This consolidated view allows businesses to understand customer behaviour better and tailor their engagement strategies accordingly.

    AI allows you to enhance customer engagement at scale. Personalisation that might previously have required hours of manual analysis takes moments. This enables businesses to provide high-quality, consistent interactions across a growing customer base without overburdening teams already in place.

    Customer-centric AI

    AI can improve the efficiency of internal processes, ensuring teams are more responsive and better equipped to meet customer needs. For example:

    • Customer Prioritisation: AI can identify high-value customers or urgent issues, escalating them before they become unmanageable or the customer becomes too frustrated.
    • Trend Identification: By analysing customer feedback in real-time, AI can uncover emerging trends which can help businesses take advantage of opportunities or adapt before a negative trend becomes a threat.
    • Employee Assistance: Tools like Copilot offer real-time guidance to employees, such as suggesting answers during customer interactions or automating follow-up tasks.

    AI is a force multiplier for your team’s capabilities, enabling them to focus on building meaningful relationships while the technology handles the heavy lifting.

    How AI Streamlines Processes

    CRMs like Dynamics 365, augmented by AI simplify customer engagement in several ways, making interactions more seamless and efficient. While streamlining can be viewed a threat to someone’s role within a business, it allows those individuals to do more, faster. It also frees them from mundane tasks to focus on where they can deliver the most value for the customer and to the business.

    In an ideal world, it should free up time to allow for personal development as well.

    Analysing Customer Communications

    AI can process and analyse customer interactions across multiple channels, such as email, chat, and social media. With Dynamics 365, AI-driven analytics uncover patterns and sentiment in customer communications, offering insights into how customers feel and what they need.

    AI can identify recurring complaints or frequently asked questions, allowing businesses to address these proactively. This improves customer satisfaction and reduces the workload on customer service teams.

    Automating Responses

    AI can generate pre-set responses to common queries, reducing the time spent on repetitive tasks. Dynamics 365 Copilot goes a step further by crafting dynamic, context-aware responses. When correctly integrated, Copilot can answer questions about products or provide customers with an update on delivery times.

    These tasks are usually handled by a member of the team via email. It’s time-consumin work and provides a frustrating experience for the customer who wants a quick answer to a simple question.

    Enhanced Decision-Making

    With its ability to process vast amounts of data, AI helps businesses make informed decisions. Dynamics 365 leverages AI to provide actionable recommendations, such as identifying upselling opportunities or suggesting ways to resolve customer issues. This data-driven approach ensures that decisions align with customer needs and business objectives.

    microsofr ai copilot

    The Power of Copilot in Dynamics 365

    Microsoft’s Copilot integrates directly into Dynamics 365 giving users a suite of tools designed to enhance customer engagement and streamline processes. Having this functionality native to the platform gives users a competitive edge, both in terms of functionality and compatibility with the CRM. Notable functionality includes:

    Chatbot Capabilities

    Copilot can be programmed as a chatbot to handle customer queries 24/7. Copilot can be customised to reference specific resources to inform its answers as well as pre-programmed with set responses to specific questions. By pointing Copilot at specific internal resources, you can ensure it provides accurate answers to your customers’ questions.

    Personalised Customer Journeys

    With access to customer data in Dynamics 365, Copilot enables businesses to create highly personalised interactions. It can suggest the next best action based on customer history or recommend content tailored to individual preferences, driving better engagement and loyalty.

    Advanced Resource Management

    Copilot can pull information from a variety of sources, whether internal databases, specific web pages, or even the broader internet, to answer queries. This ensures that customers always receive accurate and up-to-date information, regardless of the complexity of their question.

    Practical Applications of AI in Dynamics 365

    As AI is part of Dynamics 365, users can take full advantage of it to help them run their businesses more effectively. By streamlining and speeding up tasks or processes that would otherwise require hours of manual intervention businesses can operate more efficiently, and more profitably.

    Proactive Customer Support

    AI tools in Dynamics 365 can predict potential issues before they arise. For instance, AI can flag delays in delivery schedules or identify customers at risk of churn based on historical data. This allows businesses to take proactive measures to address concerns, enhancing customer trust and loyalty.

    Real-Time Insights

    AI-powered dashboards in Dynamics 365 provide real-time insights into customer interactions, enabling businesses to respond promptly and effectively. For example, managers can track response times and satisfaction rates, ensuring customer service teams meet performance benchmarks.

    Automated Campaign Management

    For marketing teams, AI simplifies campaign planning and execution. Dynamics 365 uses AI to segment audiences, optimise messaging, and schedule communications at the best times for maximum impact. This level of precision drives engagement and improves ROI.

    Intelligent Sales Assistance

    Dynamics 365 Copilot can assist with lead scoring, identify cross-sell and upsell opportunities, and even draft personalised follow-up emails. This ensures sales teams focus on high-priority tasks while AI handles the heavy lifting.

    Concerns Around AI in Customer Engagement

    Despite its benefits, some businesses hesitate to adopt AI due to concerns about cost, complexity, or the fear of losing the ‘human touch’. However, tools like Dynamics 365 Copilot work alongside human teams, not replace them. The intention is to provide teams with greater bandwidth by letting the technology handle the low-level or mundane tasks.

    Cost and Implementation Challenges

    Some perceive adopting AI technologies as expensive and resource-intensive. Businesses may worry about the initial investment required for software, training, and system integration. Additionally, the implementation process might disrupt existing workflows, causing temporary inefficiencies. However, this is mitigated with the right planning and support, and the long-term ROI often outweighs the upfront costs. Native solutions like Copilot make integration much less of a concern.

    Data Privacy and Security

    AI thrives on data, which raises concerns about how it collects customer information, stores, and uses it. Businesses must adhere to data privacy regulations like GDPR and maintain robust security protocols to prevent breaches. Transparency about data usage can help alleviate customer concerns and build trust.

    Over-reliance on Automation

    While automation can streamline processes, over-relying on AI for customer interactions may result in impersonal experiences. Customers still value genuine human connections, especially for complex or sensitive issues. Striking the right balance between automation and human intervention is key to maintaining strong relationships.

    Bias an AI Decision-Making

    AI systems learn from the data provided, which means they can inadvertently inherit biases present in historical datasets. This could lead to unfair or inaccurate decisions, negatively impacting customer satisfaction and brand reputation. Regular audits and careful training of AI systems can help mitigate these risks.

    Resistance to Change

    Both employees and customers may resist the introduction of AI, fearing it could lead to job losses or depersonalised service. Clear communication about the purpose of AI, as a productivity multiplier, not a replacement is important. Buy-in from company leadership and robust training for employees can ease this transition and foster acceptance.

    The Future of AI in Customer Engagement

    The potential of AI in customer engagement is still in its early stages, and the future promises even greater possibilities. As technologies like Dynamics 365 Copilot continue to evolve, businesses can expect AI to play an even more integral role in their customer strategies.

    Hyper-Personalisation

    AI is already helping businesses personalise customer interactions, but as the technology progresses how the AI leverages the data will become more efficient and its responses will be more authentic. There is a downside; removing humans from customer interaction can create distance between the business and their customers. However, with appropriate triaging and reporting (which the AI will get better at too), team members can still have customer contact when required.

    Voice and Sentiment Analysis

    Future AI tools will integrate more advanced capabilities like voice and sentiment analysis. We’re all familiar with assistants like Siri and Alexa who we can speak to, and they respond with answers to our questions.

    The technology behind them is improving at an impressive rate. Aside from understanding a wider range of questions, the AI will be able to analyse the voice and understand tone and sentiment. This would allow AI to triage calls and either adjust responses or provide customer service teams with notes about the customer’s stress/agitation levels to help them manage the situation more effectively.

    End-to-End Automation

    From initial inquiries to post-purchase support, AI will streamline the entire customer journey. The first two points feed directly into this. The more data the AI can access and understand the more useful it can become. Handling post-purchase support can be an effective way of dealing with teething problems and gauging customer satisfaction while keeping the team productive. The AI can be trained to escalate issues if an answer isn’t immediately available, preventing frustration on the part of the customer.

    AI, when used correctly, can help businesses engage with their customers more often and more efficiently. It can help users to glean valuable insights from the CRM to make customer interactions more rewarding. It can also lighten the load so customer success teams can focus more on the success side of their role and less on the brush fires that can break out. With Dynamics 365, organisations can streamline processes, provide deeper insights, and deliver personalised experiences that build trust and long-term loyalty.

    If your business is ready to take customer engagement to the next level, now is the time to embrace AI.

    Learn more about how you can combine CRM and AI to drive customer engagement.

    Phil Spurgeon

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  • Strategies for Changing CRM Platform

    Strategies for Changing CRM Platform

    Changing CRM platforms is not a decision taken lightly. It’s usually the result of years of trying to make the incumbent system work with countless, patches, workarounds, and manual processes. The latter bypasses the CRM altogether.

    Inevitably, the cost and time involved in forcing a CRM to work with the business becomes prohibitive, so an alternative is required.

    On occasion, the business’ demands have outpaced the functionality making the CRM a hindrance to achieving business objectives.

    Either way, the threat of a poorly performing or unsuitable CRM can be severe – even existential. Despite this many organisations shy away from deciding to change. Cost is undoubtedly a concern, as is the time it takes to implement a new CRM. Those perceived pains associated with changing CRM platforms can seem overwhelming. Familiarity with the incumbent system, concerns about disrupting workflows, and resistance from staff are also common barriers. However, holding on to an outdated or ineffective CRM often hinders growth, stifles customer engagement, and prevents businesses from realising the benefits of digital transformation.

    Transitioning to a new CRM platform, like Dynamics 365, offers an opportunity to modernise operations, streamline processes, and deliver personalised customer experiences.

    However, hesitancy is natural so it’s important to understand where problems and resistance may arise and what you can do to overcome them to ensure a successful transition that benefits your entire organisation.

    Why Businesses Hesitate when Changing CRM Platform

    For many organisations, their CRM is deeply embedded in their technology stack, integrating with systems such as ERP, marketing tools, and analytics platforms. Extracting the old CRM and ensuring system compatibility with the new one can seem like a massive task, with fears of data loss, errors, or extended downtime.

    Even when a CRM platform is outdated or inefficient, it often feels safe because employees know how to use it. Even if that means relying on workarounds for its shortcomings. Over time, these workarounds become habits, making the thought of change seem unnecessary or overly complicated.

    The problem is compounded by team members training new starters with these unhealthy habits and workarounds. As information becomes second or third-hand, further workarounds and by-passes arise, gradually corrupting the CRM’s data over time.

    The staff themselves can be one of the biggest causes for concern. Some employees may like the current CRM and be unduly negative about the alternative, spreading discontent throughout the team.

    Others may fear the learning curve associated with a new system, worried it they won’t be able to adapt. Or they simply see a new system as disruptive to their productivity. Without clear communication and training, this fear can lead to reluctance or outright rejection of the new platform.

    Reduced productivity is a legitimate concern, especially if the new CRM is drastically different from the old one or offers unfamiliar features.

    It takes time to get up to speed with any new system, especially something as vast as a CRM like Dynamics 365. Businesses need to set expectations around output with the new CRM. Make it clear the business has planned for lower output and give the team both detailed training and a roadmap to getting up to speed.

    A representation of a team changing CRM by building a rocket

    Reframing CRM Migration as Part of Digital Transformation

    Rather than viewing CRM migration as a disruptive change, it’s essential to frame it as a step toward broader digital transformation. A new CRM isn’t just a replacement system—it’s a tool that can revolutionise your business processes and customer engagement strategies. When approaching a new CRM whether it’s part of a wider digital transformation or not, planning is key.

    Define What Success Looks Like

    Before embarking on a CRM migration, businesses need a clear understanding of what they want to achieve. Whether it’s improving processes or streamlining customer engagement, there needs to be a clear output in terms of productivity, efficiency and what that could equate to in terms of money saved or revenue generated.

    Providing CRM improves how your business operates and makes it more profitable; it isn’t a cost to the business. That is a true measure of success for a CRM system.

    A good place to start with any CRM project is to understand what you need a CRM to do and objectively critique that against your current solution.

    Some solutions, like Dynamics 365 are highly customisable so just because it doesn’t do what you need it to now, doesn’t mean it can’t. Similarly, sometimes a CRM is underperforming because it hasn’t been configured correctly. So, a new CRM platform isn’t required at all, but rather a specialist to support you through a CRM recovery project.

    Once you’ve established the requirements and what success means for your business – be it enhanced reporting for streamlined workflows – you’re in a much stronger position to move forward.

    Recognise the Strategic Value of your CRM Platform

    By positioning the new CRM as a catalyst for growth, businesses can generate excitement and buy-in across the organisation. This is especially important for organisations that are new to CRM. An integrated system that records every communication or interaction about a customer or contact can seem like ‘Big Brother’ is watching. Although there is greater accountability with CRM, it’s far more about working transparently and making it easier for everyone to gain insight and learn. So, all the information doesn’t just sit with one person as that represents a huge risk to the business.

    However, the right CRM, such as Dynamics 365, provides more than just consolidated data. CRM is meant to function as the nervous system for your entire business. It facilitates efficient movement of data, automates repetitive tasks, and can serve as a sophisticated means of communication to your customers.

    A correctly deployed CRM will drive data-driven insights and allow your organisation to make better, more informed decisions, faster. This makes the business more agile, more competitive, and more profitable.

    Engage Cross-Functional Teams

    Depending on the size of your organisation, your CRM system could interact with every department. This means you should make every effort to include those departments when assessing what your CRM needs to do. A solution that makes IT, marketing, and sales happy but frustrates finance is not the right solution.

    This can eliminate CRM platforms with compelling features, but half a solution is no solution at all. Especially when platforms like Dynamics allow you to create automation that forwards invoices and even authorises payments for recurring set amounts.

    Including departments from across the business in early discussions may feel like you are moving slower than you’d like, it will prevent problems and additional development costs further down the road.

    These departments will also bring with them procedural insight and understanding that sales, marketing, and IT are unlikely to have. This can result in a better brief and more robust CRM strategy.

    Engaging these teams early in the process ensures the new system meets the organisation’s diverse needs while fostering a sense of shared ownership.

    Plan for Scalability

    A key part of a digital transformation strategy should be scalability. CRMs don’t just help your business grow but grow with your business. This can take the form of extra functionality that smaller businesses may not require at the outset but, the technology is there to set you up for success.

    All CRMs should be built for scalability to meet future business needs. Dynamics 365, for example, offers flexibility and integrations that grow with your organisation, ensuring long-term value and reducing the risk of needing another migration down the line.

    Many businesses opt for free or cheap CRMs, often to test the waters but it quickly becomes apparent the tool isn’t up to the task as demand grows. At least not without significant investment. Even then it’s a case of making the business fit around the CRM rather than making the CRM work with what you already have.

    Microsoft Dynamics 365’s highly customisable nature means businesses can shape it to your specific needs, as well as integrate it with your existing systems.

    Strategies to Overcome Resistance

    Team resistance is common when changing the CRM platform. It’s understandable, especially when the incumbent system has been in place for a long time. And team members are comfortable with its workings – or the workarounds. Anxiety around job performance is also perfectly natural as well. Transitioning from one system to another might mean a brief drop in insights and reporting.

    Whatever the concerns it’s important for the business not to trivialise them and bring everyone on the journey.

    They need to see that the new CRM platform will be a help, not a hindrance.

    Prioritise Training and Onboarding

    One of the most effective ways to address resistance is to provide comprehensive training. Building confidence in the new solution is the most effective way to reduce anxiety.

    Tailored training sessions help employees understand how the new CRM will make their jobs easier. Hands-on workshops, live demonstrations, and ongoing support ensure staff feel confident and capable.

    Appoint Change Champions

    Identify capable individuals within each team who can act as advocates for the new CRM. These champions can help address concerns, share best practices, and encourage adoption by demonstrating the system’s value in day-to-day operations.

    Communicate the Benefits

    Clear communication is vital. Highlight the tangible benefits of the new CRM platform, such as improved efficiency, better customer insights, and streamlined processes. Sharing success stories from similar businesses can also help build enthusiasm and alleviate concerns.

    Leverage Incentives

    Encouraging early adoption through incentives, such as recognition programs or small rewards, can motivate employees to engage with the new system. Gamification techniques, such as progress tracking or friendly competition, can also make learning the CRM more enjoyable.

    A Collaborative Approach to CRM Adoption

    One of the biggest obstructions to a successful CRM migration is a lack of engagement from company leadership. Either through indifference to the decision-making or a detachment from team members, it’s incredibly damaging.

    Not least because the CRM platform should be something everyone uses to understand the business better. A lack of engagement from the top could mean the wrong solution gets selected. It could also mean that leadership won’t use it properly which creates the very problems you’re trying to stamp out.

    Involve Leadership

    If they are not involved in the process currently, they should be. Leadership buy-in is critical to the success of any CRM project. When leaders actively support the transition, it sends a strong message to employees about the importance of the change. It should also dispel some of the

    Develop a Roadmap

    A clear roadmap that outlines timelines, responsibilities, and milestones ensures everyone understands their role in the transition. This roadmap should include plans for data migration, integration testing, user training, and post-launch support.

    Test and Iterate

    Before rolling out the new CRM platform across the organisation, conduct a pilot phase with a small group of users. Use their feedback to address any issues and refine the implementation process. This iterative approach reduces the likelihood of major disruptions during the full rollout.

    CRM Migration as Part of a Bigger Picture

    Transitioning to a new CRM is rarely a standalone initiative. It’s part of a broader effort to modernise operations and improve customer engagement. Businesses that approach CRM migration with this mindset are more likely to see it as an opportunity rather than a challenge.

    Align with Business Goals

    Ensure the new CRM supports broader business objectives, such as increasing customer retention, reducing operational costs, or expanding into new markets. This alignment ensures the system delivers measurable value.

    Foster a Culture of Continuous Improvement

    CRM adoption isn’t a one-time event, it’s an ongoing journey. Regularly review how the system is used, gather feedback from teams, and adjust to ensure it continues to meet the organisation’s needs.

    Migrating your CRM Platform to Dynamics 365

    Changing CRM platforms is a complex process, but it can deliver transformative benefits when approached strategically. By addressing hesitations, engaging stakeholders, and framing the change as part of a larger digital transformation journey, businesses can ensure a smooth transition and long-term success.

    With the right CRM strategy and tools like Dynamics 365, organisations can overcome the challenges of migration and unlock new opportunities for growth and efficiency.

    To assess how well your CRM platform is working, why not take our free CRM Snapshot Assessment and gain some valuable insights? Or, if you’d like to learn how we could help you transform your business with Dynamics 365, get in touch to speak to a member of the team.

    Phil Spurgeon

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  • Why Do CRM Implementations Fail?

    Why Do CRM Implementations Fail?

    Implementing CRM systems like Dynamics 365 is a transformative step for any organisation aiming to modernise. CRM can simplify operations, improve customer engagement, and streamline processes. With powerful tools like Dynamics 365, businesses have the potential to centralise their customer data, automate workflows, and gain insights that drive growth. However, successful CRM implementation requires more than just installing new software. It involves strategic planning, clear goal setting, and a commitment to ongoing user engagement and support.

    Despite the significant and long-term benefits, a CRM represents, some CRM implementations fall short of expectations, resulting in costly setbacks and wasted resources. Understanding why CRM implementations fail is essential for organisations aiming to avoid common pitfalls.

    From mismatched systems to poor user buy-in, the challenges associated with CRM implementation can undermine the very benefits and cost savings it’s meant to deliver. Without a clear purpose, organisations risk wasting resources, frustrating employees, and even damaging customer relationships.

    However common these mistakes are, they are easily avoided with the right strategy, the best solution and corrected execution. This ensures that the investment in a system like Dynamics 365 truly pays off rather than your implementations disintegrating into a salvage operation.

    Lack of Clear Objectives and Vision

    One of the biggest reasons CRMs fail – essentially while they’re still in their infancy – is due to a lack of clear planning or strategy. A CRM strategy is an essential component to any CRM implementation as it outlines key requirements, timelines and objectives.

    Without a clear statement detailing what the CRM needs to do for the business, it’s impossible to meet those requirements accurately.

    Despite this, many organisations adopt a CRM without defining what the system needs to do. Whether that’s to improve customer engagement, automate functions, or streamline operations.

    When the objectives are vague or undefined, it becomes challenging to assess progress, measure success, or make informed decisions about the CRM implementation.

    But before you even get that far: failing to build a CRM strategy means that the business is setting up its team to fail as well. Whether it’s the person or team responsible for deploying the CRM or those using it.

    The absence of a plan and, with it, any measure of success means everyone involved is doomed to failure. As is the platform itself simply because without the proper planning, there’s no guarantee the CRM will currently integrate with existing systems or improve the processes in place.

    This leads to frustration both with the system and the business. This kills user adoption and can increase staff turnover as well.

    To combat this, define measurable objectives for the CRM from the outset. Identify specific goals, such as reducing manual data entry by a certain percentage, improving response times, or increasing customer retention rates. That will guide the implementation process. A clear vision of success helps maintain focus, enabling businesses to deploy CRM solutions that support both short and long-term goals.

    Choosing an Unsuitable Solution

    Choosing the wrong CRM solution is another critical factor in implementation failure. When organisations don’t fully understand what they need from a CRM, they may select a system based on brand recognition or specific features rather than overall functionality. While brand name recognition can be appealing, it doesn’t guarantee the CRM will meet the unique requirements of your business.

    The risk here is that organisations may end up with a system that doesn’t align with their processes or that it lacks the flexibility required for growth. This issue can be compounded by the absence of clear objectives. Without a roadmap, businesses adopt CRMs without properly understanding how they will fit into their operational landscape.

    Focusing on functionality over brand helps mitigate this risk. Evaluate CRM options based on how well they align with your business requirements rather than purely on their reputation. Assess each option by asking how it will handle your specific tasks and how flexible it is for future growth. By prioritising function over brand, businesses are more likely to choose a CRM that provides long-term value.

    However, the importance of a CRM strategy cannot be stressed enough. The absence of a concrete plan in terms of how the CRM needs to operate – be it Dynamics 365 or any other – is imperative. Without a detailed review of your operational requirements, the most sophisticated features will be for nothing.

    Assuming you’ve even been able to deploy them.

    illustration of a team working on crm software development

    Failure to Consider Existing Infrastructure

    CRM implementations often fail when organisations don’t consider how the new system will integrate with their existing technology infrastructure. An incompatible CRM can create more challenges than it solves, leading to frustration, inefficiencies, and unexpected costs. In some cases, businesses attempt to retrofit existing processes to align with a new CRM, which can result in complex workarounds and ultimately, a poorly functioning system.

    Or worse, manual processes that sit outside the CRM that lead to information gaps, and inconsistencies. The more often these manual processes occur the greater the chance users will abandon the CRM altogether. Not least because they will perceive their spreadsheet as more useful to their role, rather than recognising the bigger issue for the business.

    Forcing a CRM to fit into an ill-suited environment leads to user resistance and a suboptimal experience. While some process adjustments are natural, they should be strategic and result in tangible improvements rather than additional complications.

    To avoid this, evaluate integration requirements as part of your CRM selection process. A successful CRM implementation involves understanding your current technology stack and ensuring the CRM will work seamlessly within it. Dynamics 365, for example, offers extensive integration capabilities, making it adaptable to various business systems. By ensuring compatibility, businesses avoid costly workarounds and maximise the benefits of the new CRM.

    Insufficient Data Migration and Quality Control

    The successful migration of data from the legacy system to your new CRM is crucial. Data migration has to be carried out with the utmost care to avoid any data loss. Missing our corrupted data can harm data integrity and consistency making it harder for the business to act with confidence.

    A lack of trust in data can be fatal to a business as decisions start being made in spite of the data, rather than because of it.

    Once data integrity slips it is difficult to prevent further decline. Bad data is being continually accessed and more bad data is created. The longer this goes on for, data quality declines at an accelerated rate.

    The risk of moving users while data is recovered, it might be a challenge to move them back.

    Old habits may have returned, or entirely new ones formed. Users may have created their own processes and systems leveraging other tools but are now reluctant to give them up.

    Especially if they no longer trust the integrity of the CRM system.

    Data Integrity and Trust

    This is a big barrier to overcome as if your team no longer trust the CRM to help them do their jobs. As a business, you’re going to be hard pushed to convince them otherwise.

    Fundamentally, trust in the system is key to a successful CRM implementation.

    Without it CRM usage falls and you’re faced with the time and cost of re-educating and re-engaging with your users. Without it there is no gaurantee that they will continue to use the CRM correctly and effectively. As a result, monitoring usage may be required to spot bad habits have started to creep back in.

    Plan for data migration from the start of the CRM project. Establish a strategy that includes data mapping, validation, and quality control to ensure data accuracy in the new system. Regularly test the data during the migration process to address any inconsistencies or errors early on. This ensures users have access to reliable, high-quality data from day one.

    Over-Customisation

    Over-customising a CRM can be as detrimental as underusing it. While customisation to meet business needs can be necessary, excessive modifications creates a system that’s difficult to manage and maintain.

    This can be a common mistake with platforms like Dynamics 365, which can be customised to meet almost any requirement. This is one of Dynamics 365’s greatest strengths as it can be shaped to fit any business in any industry.

    However, without specialist knowledge and understanding of what each feature is and how it works, the CRM can be rendered unusable.

    Over-customisation can lead to slower system performance, higher maintenance costs, and challenges when it comes time for system updates or upgrades.

    Your CRM strategy should include a section on required customisations with a detailed explanation of the benefit to the business. While every new solution, be it a CRM or a website, has a list of ‘nice to haves’, the ‘need to haves’ mustn’t compromised along the way.

    Focus on configurations that align directly with your business needs, avoiding unnecessary add-ons or modifications. With a CRM like Dynamics 365, customisation should enhance the user experience and support operational goals rather than creating complexity.

    Poor User Engagement and Buy-In

    Lack of user engagement is another significant contributor to CRM implementation failure. When users don’t understand the purpose of a new CRM, they’re unlikely to use the new solution effectively. Without user buy-in the CRM system will struggle to generate a return on the investment. Lack of use results in diminished data quality and limited insights. As a result, employees may revert to old methods if they feel the CRM adds no real value to their daily tasks.

    CRM implementations require users to be fully engaged and informed about the purpose and potential of the system. However, this can only happen if there is clarity around the CRM’s role and how it benefits each user.

    To foster engagement, involve users early in the process. Communicate the purpose and objectives of the CRM system clearly and offer role-specific training. This helps employees see the system’s value in their everyday work. Buy-in should occur from the start, rather than trying to introduce the CRM after implementation. Where possible, allow users to be part of the testing process so they can see the benefits. They can also flag potential issues that the implementation team might miss.

    When users are actively involved, they’re more likely to contribute to the CRM’s success.

    Insufficient Training and Support

    A successful CRM implementation doesn’t end at installation. Even the most intuitive CRM system requires proper training and support to ensure users can fully leverage its functionality. More significantly, it establishes expectations with the team in terms of usage. It underscores what systems and processes are being replaced by the CRM and where it integrates.

    A lack of training poses a real danger to successful implementation as users can be left to figure out the system on their own. This can cause frustration and disengagement but, more significantly, it can lead to workarounds, bodges or sidestepping the CRM altogether.

    The result is underutilisation of the CRM, which affects data quality, efficiency, and the overall value of the system.

    Investing in comprehensive training customised to different user roles, along with ongoing support, is essential. By providing role-based training along with regular refresher sessions, businesses empower users to make the most of the CRM’s advanced features. Additionally, access to support resources ensures that users can quickly resolve any issues, keeping adoption high.

    CRM Recovery: Addressing Underperforming CRM Implementations

    When a CRM implementation hasn’t delivered the expected results, businesses may need to consider CRM recovery. This process involves diagnosing and addressing the root causes of an underperforming CRM system. This often requires a full CRM audit including current practices, system configurations, and user engagement.

    CRM recovery is particularly valuable for businesses that have invested in a CRM system that isn’t delivering on its promise. Whether the issue is poor integration, lack of engagement, or ineffective processes, CRM recovery can help identify the necessary adjustments to get the system back on track.

    Key steps include conducting a system audit, engaging users to gather feedback on pain points, reevaluating initial objectives, and implementing the necessary adjustments. CRM recovery can revitalise an underperforming CRM, ensuring it meets the evolving needs of the business and provides a solid return on investment.

    Turning Failure into Success

    CRM implementation is a complex process that requires clear objectives, the right technology, and strong user engagement, backed up by a CRM partner that knows their craft.

    Dynamics 365, with its extensive functionality and integration capabilities, offers a powerful solution for businesses aiming to achieve true digital transformation. However, without a strategic approach, CRM implementations are vulnerable to failure.

    By understanding the main reasons CRM implementations fail, such as unclear objectives, unsuitable solutions, lack of infrastructure compatibility, poor user engagement, inadequate training, data migration issues, and over-customisation businesses can take proactive steps to avoid common pitfalls. For organisations struggling with an underperforming CRM, a well-executed CRM recovery plan can provide a fresh start, ensuring the system aligns with business goals and delivers the expected value.

    Successful CRM implementations aren’t just about technology; it’s about building a system that supports the business, empowers users, and enhances customer relationships. With a clear strategy and a commitment to continuous improvement, Dynamics 365 can be a cornerstone of growth and engagement for businesses of all sizes. To learn more about how we can help you start your CRM implementation, speak to a member of the team.

    Phil Spurgeon

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  • Digital Transformation and Customer Engagement

    Digital Transformation and Customer Engagement

    Digital transformation involves modernising processes, systems, and customer engagement strategies to improve efficiency, scalability, and the overall customer experience. It is a complex journey that explores every digital component of your business and either enhances, replaces or discards it. The result is a business that can meet the demands of the industry and its customers.

    Central to this transformation is implementing a robust CRM system like Dynamics 365.

    CRM systems provide businesses with tools to streamline operations, personalise customer journeys, and gain insights that drive growth. However, as with any notable change, adopting a new CRM system can present challenges. Particularly when moving away from legacy systems that feel familiar and comfortable.

    However, while businesses or individuals within those organisations may want to maintain the status quo, customer expectations are changing.

    The ubiquity of personalisation in multichannel communication makes the absence of any personalisation in a communication strategy more noticeable. To be clear, using a customer’s first name is not personalisation. In today’s competitive markets, it’s just below the bare minimum.

    With relevance a key factor in buyer decision-making, generic communications will not cut it.

    However, without a, sometimes painful, digital transformation process, businesses cannot hope to engage with their audiences in a meaningful way.

    The Challenge of Letting Go

    Abandoning a legacy CRM system that has been in place for years can feel daunting. These systems, while no longer fit for purpose, are familiar to employees and have shaped how their role is conducted. Moving away from these systems means stepping into the unknown, and that can be intimidating for any workforce.

    A key principle of digital transformation is bringing everyone along for the journey. It has to be collaborative. Equally, it isn’t reasonable to hold back an entire organisation because some find the thought of a new solution intimidating.

    The adage of innovate or die has never been truer for businesses faced with making these kinds of decisions.

    Sunsetting the Incumbent System 

    Legacy systems, despite their limitations, are heavily integrated into the workings of the business. Users are familiar with its workings, and they know all the quirks, bugs and workarounds.

    Despite these challenges and the lack of insight, or actionable data, the familiar comfort of repeated processes is preferable.

    This is despite the incumbent CRM lacking the functionality and flexibility to meet the evolving demands placed on the business. Without even knowing it the business can become its own bottleneck for growth and innovation.

    Transitioning to a CRM like Dynamics 365 as part of a digital transformation can be met with resistance. It requires not only a shift in technology but also in mindset. Employees may be reluctant to embrace the change. Concerned that the new system will be difficult to learn or that it won’t accommodate their specific needs. This resistance can slow down adoption and hinder the success of the transformation.

    Resistance to Automation: A Common Fear

    One of the major hurdles in digital transformation is the fear of automation. Automation is a key feature of Dynamics 365, streamlining processes, reducing manual workloads, and enhancing efficiency. However, many employees perceive automation as a threat to job security, fearing that automating tasks might render their roles obsolete.

    Perceived Threat to Jobs 

    Automation is heavily associated with robotic production lines and the gradual process of replacing human workers with machines. While automation does reduce the need for manual, repetitive tasks, it doesn’t eliminate the need for human input. Certainly not within the realms of CRM and customer engagement. AI, for example, can help us to understand data. It still requires a human mind to understand the data and make a decision. Automation frees employees from tedious tasks, allowing them to focus on more strategic, higher-value work. By automating data entry, routine recurring payments or basic customer interactions, teams have more time to build relationships and innovate.

    Reframing automation as an enabler, rather than a threat, is essential to overcoming this resistance. By showing employees how Dynamics 365 can improve their productivity and enhance their roles, businesses can reframe the solution as an opportunity, rather than a treat.

    Opportunity for Higher-Value Work 

    The reality is that automation through Dynamics 365 opens the door for employees to focus on the work they enjoy and bring value to the business. Handing off the monotonous, time-consuming jobs to the CRM creates the capacity for strategic planning, creative problem-solving, and personalised customer interactions. boosts productivity and improves job satisfaction, leading to a happier, more engaged workforce.

    Aside from outputting better quality work, it will also help with staff retention and recruitment.

    isometric image of digital marketers driving customer engagement

    Dynamics 365: Enhanced Customer Engagement

    Once organisations overcome the initial challenges of digital transformation, the benefits of Dynamics 365 are evident. One of the most significant advantages of Dynamics 365 is its ability to provide a unified, single source of truth for customer data. This centralised customer record ensures that every interaction is tracked, analysed, and available in real-time to all departments, fostering better communication and coordination across the business.

    One Source of Truth 

    At the heart of Dynamics 365 is the customer record, a single, comprehensive view of each customer that spans across sales, marketing, customer service, and beyond. This unified source of truth means that everyone in the organisation has access to the same data, ensuring that decisions are informed by accurate and up-to-date information. No more disjointed data silos or fragmented customer journeys—everything is integrated into one system.

    The significance of this can’t be understated as internal silos are one of the biggest barriers to both innovation and delivering an effective customer engagement strategy.

    Silos make it easy for multiple departments to speak to the same customer without any knowledge of that fact. This creates a frustrating experience for the customer and costs the business money through lost opportunities.

    By creating a single view of the customer, businesses can deliver more meaningful customer engagement strategies. Whether it’s tailoring marketing campaigns, providing personalised recommendations, or offering faster, more effective customer service, Dynamics 365 empowers businesses to create highly personalised experiences that resonate with customers.

    Personalised Customer Experiences 

    Personalised customer engagement isn’t new which means customers expect personalised interactions that cater to their unique needs and preferences. Dynamics 365 makes this possible by enabling businesses to capture and analyse detailed customer insights, such as purchasing behaviour, engagement history, and preferences. These insights can be used to build tailored customer journeys that nurture relationships and foster loyalty.

    With tools like Dynamics 365 Customer Insights and Customer Insights Journeys, businesses can create automated journeys that deliver the right message at the right time, based on real-time customer behaviour. Whether a customer is browsing the website, engaging with marketing content, or reaching out for support, Dynamics 365 ensures that every interaction is seamless and relevant.

    Customer Insights and Automated Journeys 

    The insights gathered through Dynamics 365 enable businesses to take customer engagement to the next level. By understanding individual customer needs and behaviours, companies can tailor their communications and offer relevant solutions at just the right moment. Automated journeys allow businesses to guide customers through a personalised path, whether it’s a marketing funnel, a service interaction, or a post-purchase follow-up.

    This level of personalisation builds stronger relationships with customers, increases satisfaction, and ultimately drives growth.

    Overcoming Resistance: Embracing the Future with Dynamics 365

    While change can be difficult, especially when it involves introducing a new and advanced CRM solution, the benefits of Dynamics 365 far outweigh the initial discomfort. Digital transformation is essential for businesses to stay competitive, and the opportunities that come with it are vast.

    Streamlining and Automating Processes 

    Streamlining processes through automation isn’t just about doing more with less; it’s about empowering teams to work smarter. By automating routine tasks, businesses can operate more efficiently, reduce errors, and scale more effectively. This allows employees to focus on the areas where they can have the greatest impact, such as developing customer relationships or driving innovation.

    Empowering Teams with the Right Tools 

    A successful digital transformation isn’t just about implementing new technology, it’s about providing employees with the tools they need to succeed. Dynamics 365 empowers teams by giving them access to data, insights, and automation that help them do their jobs better. When employees understand the benefits and have the right support, they are more likely to embrace the changes and contribute to the system’s success.

    Start your Digital Transformation

    Digital transformation, particularly with the implementation of Dynamics 365, is a game changer for businesses looking to enhance customer engagement and streamline operations. While the journey to transformation can be met with resistance, especially when it involves letting go of familiar systems and processes, the opportunities far outweigh the challenges.

    Dynamics 365 offers a unified source of truth, automation, and customer insights that empower businesses to personalise customer experiences and drive long-term growth. By focusing on the benefits of automation, streamlining operations, and engaging employees throughout the process, organisations can successfully embrace digital transformation and position themselves for future success. To learn more about how we can help you start your digital transformation, speak to a member of the team.

    Phil Spurgeon

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  • Best Practices for CRM User Adoption

    Best Practices for CRM User Adoption

    Effective CRM user adoption directly impacts the success and return on investment of a CRM system like Dynamics 365. You can deploy the most advanced, personalised, user-friendly, and insightful CRM ever devised, but it won’t mean anything if no one uses it.

    Data quality improves when users fully engage with a CRM, leading to more informed decision-making and better customer relationships. Businesses often face poor user engagement, inconsistent data, and underutilised features without proper adoption, leading to CRM failure. Training, continuous support, and aligning the system with user needs are essential to driving adoption and maximising the value of the CRM.

    It may seem hyperbolic to say user adoption is critical to a successful Dynamics 365 deployment, but it’s accurate. A CRM system like Dynamics 365 is tailored to the business, its processes, requirements and objectives.

    Every system compatible with Dynamics 365 will be integrated and processes reviewed and rewritten to affect the new way of working.

    It takes little in the way of resistance, internally, for the CRM to fail as data won’t be recorded consistently, if recorded at all. Once errors and inconsistencies start to creep in, it becomes increasingly difficult to manage the CRM effectively.

    At this point, you may need to start exploring your options for a Dynamics 365 recovery project.

    Common CRM User Adoption Challenges

    Despite the array of CRMs available and the varying levels of complexity, the challenges facing CRM user adoption are usually the same.

    • Lack of Training: Users may struggle to adopt the system if they don’t understand its features or benefits. Inadequate training leads to low confidence and resistance to change.
    • User Engagement: Without proper engagement, users may see the CRM as a burden rather than a tool that adds value to their work. This disengagement can lead to incomplete data, poor system usage, and CRM failure.
    • New Starters: Without a dedicated team member supporting new starters and training them on using the CRM correctly, mistakes will occur or they will avoid using it altogether.
    • System Complexity: If the CRM has not been correctly customised to meet your business needs, the CRM can feel frustrating or overwhelming. A poor user experience discourages adoption.
    • Inadequate Technical Support: Problems, blockers and mistakes inevitably arise. Without adequate support users can attempt to fix the problem, making it worse; ignore the problem and hope it resolves itself, or stop using the CRM entirely.
    • Leadership Support: A lack of executive buy-in can reduce the emphasis on the importance of the CRM, leading to lower adoption across teams.

    Addressing these challenges through tailored training, consistent communication, and strong leadership support is essential for successful CRM adoption.

    Key Factors for Successful CRM User Adoption

    Successful CRM user adoption starts and ends with planning. You need to have a clear CRM strategy and know how your Dynamics 365 deployment will help the business, align with its business goals, and deliver a significant return on investment.

    If you don’t know what your CRM needs to do for your business, then it’s doomed to fail.

    Laying out these objectives is the first step in your CRM journey, along with drawing up a technical specification to ensure your solution can successfully integrate with existing systems.

    Similarly, when scoping a CRM project, you must set realistic expectations of what you need the CRM to do and what you expect of end users.

    Deploying a CRM, whether it’s Dynamics 365 or another, with every conceivable piece of functionality when your teams only need 50% of that is pointless and wasteful in terms of cost, time and development. It’s time that could have been spent in other ways or allowing for more training and support.

    Take Everyone on the Journey

    It’s essential to take your team on the journey with you. Make them aware of the solution you’re adopting, and how that will work with existing systems and make it clear training and support is provided.

    Equally important is setting realistic expectations and clear objectives for your end-users. CRM systems can sometimes feel overwhelming, particularly if employees don’t understand how the system benefits their day-to-day work. Define what success looks like for CRM adoption and how each team member can contribute to it. Establishing key performance indicators (KPIs) and achievable goals for different departments helps to motivate users and fosters a sense of ownership in the CRM’s success.

    Finally, engaging leadership is critical for successful CRM adoption. As the highest moral authority in the business, ambivalence from leadership results in the same from their subordinates. Whether the leadership is using it daily or not, they have to champion the use of Dynamics 365. Their passion and commitment to the project set the tone for the entire organisation. Leadership involvement signals that CRM adoption is a priority, making users feel supported. From securing resources to advocating for training, leadership buy-in helps to create the culture. They will help CRM to be seen as an invaluable tool for growth and success.

    crm champion leading a crm user adoption training session

    Training and User Engagement

    CRM can only be as effective as its users, so a robust training model is key. Without proper training, users won’t engage fully with Dynamics 365 or any CRM simply because they can’t.

    Users don’t know what they don’t know so without training they can never fully explore the CRM’s potential.

    Without clear guidance on the correct use of the CRM, inconsistencies occur and will ultimately result in a failed implementation. Training builds confidence and ensures users understand how the CRM system can make their work more efficient and impactful. Users that see the value that Dynamics 365 brings to their daily tasks, are more likely to embrace it.

    Best practices for Dynamics 365 training include tailored sessions that reflect the specific needs of different departments and user roles. A one-size-fits-all approach rarely works. Role-based learning ensures users are trained for specific tasks within the CRM, making it more relevant and easier to absorb.

    New Starters and Continuous Training

    Give users time to use the CRM in a controlled setting so they can make mistakes without damaging company data. Or inadvertently sending a practice email campaign out to clients. The more comfortable users are the more confident they will be using the CRM with live data.

    The same should be provided for new starters. Organisations should have an internal CRM training programme so each new team member can get to grips with the platform within the context of their role. Without a robust training programme in place, new starters will struggle or, worse, make mistakes within the system that cause problems further down the line.

    Additionally, create a programme of continuous training. Platforms like Dynamics 365 are always being improved so there’s always something new to learn. But, fundamentally, it’s good to keep the basic best practices fresh in everyone’s minds. This keeps bad habits to a minimum and maximises consistency across your data estate.

    Building a culture of ongoing support and user feedback is essential for sustained CRM success. Encourage users to share their experiences and challenges and provide responsive support to help them overcome any issues. Feedback loops create a more user-centric environment, ensuring the CRM is continually refined to meet real-world needs.

    There are a lot of reasons why CRM deployments fail. Most stem from a lack of strategy in the planning phase. Other times it’s simply a lack of knowledge or experience deploying a solution as complex as a CRM.

    But even with getting all that right, a CRM deployment can fail if you lack comprehensive training to ensure users are fully prepared. A well-planned deployment sets your team up for long-term success by avoiding common pitfalls like underutilisation and low engagement.

    Without it, problems and inconsistencies can start to arise. Functions get under-utilised or used incorrectly. Users start to find workarounds or give up using the CRM altogether. Disillusioned teams start to keep records on spreadsheets, replacing databases and vital information to the business begins to disperse.

    Such practices are common when CRM isn’t been deployed or adopted successfully and represents an existential threat to the business.

    Left unchecked your CRM becomes unmanageable and will need recovering.

    CRM recovery requires a thorough audit of what’s not working, followed by interventions to address gaps in training and usage. In many cases, organisations need to revisit their user engagement strategy and reintroduce tailored training sessions to re-engage employees.

    In both CRM deployment and recovery, lack of training and user engagement is often the root cause of failure. Whether you’re starting fresh or optimising you CRM, ensuring that users are properly trained and engaged is vital for success.

    Strategies for Boosting User Adoption in Dynamics 365

    There is no definitive approach to engaging your team with their CRM. Inclusion, however, is a good place to start. Make sure everyone is on the journey with you. Let them feel heard if they have a suggestion. Not every idea has to be actioned but make sure they are acknowledged; the good ideas are acted upon and the person responsible recognised. These small acts of difference to the team go a long way to boosting morale around the CRM. It can even inspire team members to take more of an active interest in CRM as a practice.

    Taking the health of the platform seriously should be a key consideration. Utilising a support function, either internally or externally, to field issues and monitor the CRM’s performance can prevent mistakes from becoming major issues.

    Equally, it will flag persistent misuse and identify potential training issues for team members. This helps to maintain both the overall integrity of the CRM and allows you to continually invest in your team as well.

    Regular performance tracking and reporting are also essential to demonstrate the value of using Dynamics 365. By showcasing how CRM usage directly impacts business outcomes—such as improved sales or enhanced customer service—users can see the tangible benefits of engaging with the system. These reports also allow management to identify areas where additional support or training may be needed.

    Finally, customising Dynamics 365 to fit user needs can significantly reduce friction and improve adoption. By tailoring the system to reflect specific workflows and processes, users will find it easier to navigate and more relevant to their day-to-day activities. A user-friendly CRM is one that people are more likely to engage with regularly.

    Start your CRM journey

    User adoption is at the heart of CRM success. Without it, even the most advanced system will fall short of its potential. Dynamics 365 offers a powerful tool for driving business growth, but it requires continuous training, active engagement, and strategic planning to unlock its full capabilities.

    By focusing on ongoing user support, role-specific training, and maintaining a strong connection between the CRM and your business objectives, you can ensure that your Dynamics 365 implementation is not only successful but also scalable as your organisation evolves. Remember, a well-adopted CRM is the foundation of better customer relationships and improved business performance.

    To learn more about how we can help you with your CRM deployment or CRM recovery, speak to a member of the team today.

    Phil Spurgeon

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  • How to use your MS Dynamics CRM for marketing

    How to use your MS Dynamics CRM for marketing

    MS Dynamics is an established and powerful CRM that helps businesses manage customer data. Dynamics was designed to be the backbone of your data-gathering efforts and a means for you to understand the level of engagement accurately.

    By integrating with other systems and applications, replaces data silos with a complete 360-degree view of your customer data.

    Dynamics 365 can give you one source of truth for each customer record, seeing every interaction you’ve had with them since their initial enquiry or response to your outreach.

    Aside from making it easier to understand your client or prospect’s requirements, it eliminates confusion and duplication of work.

    Importantly it makes it relatively easy for anyone to pick up a client account should the need arise. With every quote, order, email, phone call and record in one place.

    But effective and accurate data collection isn’t the end of the journey with MS Dynamics, it’s the beginning.

    MS Dynamics 365 has powerful marketing functionality in the form of Customer Insights Journeys (formerly Dynamics 365 Marketing).

    Customer Insights Journeys takes the wealth of customer data you’ve collected and puts it to work delivering a personalised experience for your customers.

    The more personalised you can make the experience, the more likely your customers are to transition from repeat customer to loyal customers. And from there become an advocate.

    The effectiveness of your marketing with MS Dynamics comes down to how well you manage your data and how well you can leverage that data in Customer Insights Journeys.

    Data Ingestion and Segmentation

    Data is the fuel for most modern businesses and, as with any engine, the better the fuel the smoother the engine. Your ability to gather, cleanse and ingest data into your Dynamics 365 CRM will have a direct impact on its performance.

    The old adage of garbage in, garbage has never been truer.

    Dynamics 365 integrates with a wide range of platforms allowing a free flow of data into your CRM without any manual intervention. This is powerful from both a labour perspective but also from an efficiency standpoint. Having the data ready to use allows your business to go much faster. And respond to potential issues as well.

    Equally, the more data sources and touchpoints you can link your MS Dynamics to, the more insightful and valuable that customer data becomes.

    It’s the difference between knowing a customer buys women’s skirts and tops and knowing what colours, sizes, styles and brands they choose.

    The first instance is useful, but the second instance is powerful. That level of granularity gives you enough data to engage with that customer in a personalised, meaningful way.

    Integrating Multiple Data Sources

    One of the most powerful features of Microsoft Dynamics 365 is its capability to integrate data from a wide range of sources, creating a unified and comprehensive view of each customer. By pulling in data from various channels, including customer interactions, social media activity, purchase history and website behaviour, MS Dynamics enables businesses to build a detailed and nuanced profile of their customers.

    By capturing as many touchpoints as possible, businesses develop insights into customer preferences and sentiment, while analysing purchase history can reveal buying patterns and product affinities.

    Combining these data points in MS Dynamics 365 gives you the ability to segment your audience more accurately, leading to more targeted and effective marketing campaigns.

    Moreover, integrating multiple data sources enriches your customer data and ensures that your marketing strategies utilise the most relevant and up-to-date information.

    Ensuring Data Quality

    Integrations alone don’t ensure data quality, the data itself has to have been well maintained or, at the very least, gone through a cleansing process before integrating with your CRM.
    Bad data can lead to ineffective marketing campaigns, miscommunication, and ultimately, a loss of customer trust. To maximise the value of your data in Dynamics 365, it’s crucial to maintain clean and accurate records through regular data quality management practices.

    Deduplication and standardisation of your data, preferably before it enters Dynamics 365, are key. Identifying and merging duplicate records prevents the very kind of mistakes and duplication of work a CRM can help you to avoid.

    Fragmented customer profiles can result in an inconsistent customer experience at best or losing the customer at worst. So, managing your data properly is key.

    Similarly, standardising your data means your data is consistent. Consistent data is manageable data. Ensure that all data entering Dynamics 365 follows a consistent format. Standardisation helps prevent errors during data analysis and ensures that all marketing communications are accurate and professional.

    In addition to deduplication and standardisation, it’s also important to regularly audit and cleanse your data. This means periodically reviewing your data for accuracy, removing outdated information, and updating records as necessary. By keeping your data clean, you enhance the effectiveness of your marketing campaigns and improve the overall customer experience.

    Segmentation within MS Dynamics

    Dynamics 365 can segment your data by almost any data point you care to use. If the data exists, it can be used for segmentation. This gives your marketing team a substantial number of options to engage your audience with.

    Demographical, transactional, behavioural and search data can all exist within your Dynamics CRM. So not only can you send a campaign to that customer who buys tops and skirts, but you can recommend products that match both their purchase history and their search history.

    The value of that email vastly outstrips anything generic hitting inboxes from your competitors.

    Just be careful; the more you segment your data, the more you have to keep track of it. Carefully plan your segments before you add them to Dynamics 365 so you know exactly what you can do with your marketing campaigns.

    It doesn’t preclude you from adding further segments in the future, it’s about making the process as manageable as possible early on.

    As you get more experienced using Customer Insights Journeys, you can start to use advanced functionality like predictive modelling and AI-driven segmentation.

    Predictive modelling can help you to identify changes in customer behaviour and allow you to take action. Churn analysis, purchase propensity and lead scoring can be predictively modelled so your team can put their energies where they will yield the best results.

    Trigger-based campaigns are highly effective when used in conjunction with predictive modelling. You can engage with your audiences at just the right moment which can result in higher customer retention or increased sales. Or both.

    The Impact of Data on Segmentation

    The more data sources you can draw upon, the richer the data available becomes. Again, it’s knowing a customer likes to buy clothes and knowing specifically which clothes in brand, size and colour. And, actually going a step further and recognising the difference when a customer is buying for themselves or buying for someone else.

    The more data you can integrate with Dynamics 365 from across your business, the more precise their segments become.

    While this may seem a lot of busy work to some, be under no illusions, your audience expects personalised communication. Not least because, fundamentally, the people who spend money with you want to feel seen and they want to feel valued.

    This has been a marked shift from traditional transactional relationships, especially in eCommerce. Goods at a low price with free delivery aren’t enough anymore.

    According to a study by Evergage, 88% of marketers report a measurable improvement due to personalisation, with more personalised content leading to better customer engagement.

    Better customer engagement usually equates to sales.

    image of a marketer creating and delivering an email marketing campaign

    Segmentation and Customer Insights Journeys

    Once you have the data, you can put it to use with Customer Insight Journeys. This tool, within MS Dynamics 365, allows you to go through a strategic process of mapping out and understanding the various stages a customer goes through when interacting with your brand. From initial awareness all the way through to post-purchase engagement. These journeys allow you to tailor communications and interactions to meet the specific needs and behaviours of each customer segment at every touchpoint.

    In Microsoft Dynamics 365, Customer Insight Journeys is enhanced by the CRM, allowing you to create highly personalised and automated marketing strategies. By leveraging the data ingested and segmented within Dynamics 365, companies can craft detailed customer journeys.

    Each journey can reflect the individual preferences and behaviours of each segment and adapt in real-time as customers progress through the different stages.

    Personalised Communication Strategies

    The ability to segment customers effectively within Dynamics 365 enables marketers to develop communication strategies that are not just personalised but also contextually relevant. Segmentation allows for the creation of dynamic customer journeys, where each communication is tailored to the specific interests and behaviours of the individual, leading to more meaningful interactions.

    Providing you have the segmentation in place, you can create campaigns based on their behaviour and interests, as well as special offers (including individualised offers), and relevant content.

    Similarly, customers who have abandoned a shopping cart can be automatically sent reminders or incentives to complete their purchases. These tailored and timed messages, driven by the segmentation within MS Dynamics 365, help to build stronger relationships with customers by delivering content that resonates with them.

    Statistical Insight

    According to research by Epsilon, 90% of consumers find personalised content appealing, and 80% are more likely to make a purchase when brands offer personalised experiences. This underscores the importance of using segmentation to drive personalised communications.

    Automation and Customer Journeys

    One of the standout features of Dynamics 365 is its ability to automate customer journeys based on the data-driven insights gained from segmentation. This means you can set up automated workflows that trigger specific actions, such as sending emails, notifications, or SMS messages, at the optimal time for each customer segment.

    MS Dynamics 365 can automate the nurturing of leads by sending targeted content based on a prospect’s behaviour, such as downloading a whitepaper or attending a webinar. As the customer progresses through the journey, the system can automatically adjust the messaging to reflect their changing needs and preferences, ensuring that each interaction is timely and relevant.

    This level of automation enhances the efficiency of marketing campaigns but also ensures that customers receive a seamless and consistent experience across all touchpoints. It reduces the manual effort required to manage complex customer journeys, allowing marketers to focus on strategy and creative development.

    Measuring Success

    To ensure that the segmented and automated customer journeys are achieving their desired outcomes, Dynamics 365 provides analytics and reporting tools. Marketers can track key performance indicators such as open and click-through rates, conversion rates, and overall engagement across segments and campaigns.

    By continuously monitoring these metrics, you can refine their segmentation strategies and optimise their customer journeys to improve results. This iterative process of analysis and optimisation ensures that customer journeys remain effective and aligned with business goals.

    Maximising your MS Dynamics for Marketing

    Dynamics 365’s marketing functionality allows you to engage with your customers in a hyper-personalised way, and without the need for a third-party tool to do it.

    You can create your campaigns in Dynamics and see all the reporting come through, along with ever-enriching customer profiles.

    The more data-driven campaigns you send, the more refined they become based on customer interaction. And, by extension, the more insight you gain about your customers, clients or prospects.

    However, your ability to effectively market to your audiences is dependent on the data you’re using and how it exists within Dynamics 365.

    Without proper configuration, integration and segmentation your ability to create personalised journeys will be severely impaired.

    To learn more about how Dynamics 365 can be configured to your precise business needs, or how to utilise Customer Insights Journeys to better engage with your audience, speak to a member of the team today.

    Phil Spurgeon

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