Describe customer relationship management
A customer is an individual or company that receives, consumes, or buys a product or service. The primary goal of a commercial enterprise is to attract customers. But that isn't just a one-time event. It involves maintaining a strong relationship with customers over time, ensuring they want to continue doing business with your organization.
Organizations manage customer relationships through customer engagement. Customer engagement represents the emotional connection between a customer and a brand. How an organization engages their customers directly impacts their relationship with them. Highly engaged customers buy more and demonstrate more loyalty.
Many organizations use Customer Relationship Management (CRM) software to assist them as they engage with their customers. These applications help organizations fundamentally reimagine how they engage customers. They help organizations create personalized marketing, sales, and service experiences using data and intelligence to improve every interaction.
Dynamics 365 customer engagement apps, which are built on the Power Platform, are Microsoft’s CRM applications that help organizations manage customer relationships. Organizations can utilize these applications individually or together to create powerful end-to-end relationships with their customers. For example, an organization that's selling products and services to their customers can use Dynamics 365 Sales to assist sellers in managing their sales pipeline, engaging with customers, and building relationships.
While each application provides a specific solution, they share common elements that are the same regardless of the application you're using. This module introduces you to the different Dynamics 365 customer engagement apps that are available, and examines elements that are common across all of them.