Business Central: Improving Customer Relationship Management

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If you use Dynamics 365 Business Central in a sales environment and have been thinking about ways to improve customer engagement, you can actually use Business Central for order processing and finances – and even experience seamless integration in the lead-to-cash process.

Before we go any further, let’s cover a couple of basics: With the spring 2018 release, Dynamics 365 Business Central now brings the full power of Dynamics NAV to the cloud and replaces Dynamics 365 for Finance and Operations, Business Edition. What does this mean for users in the sales sector? Dynamics 365 Business Central is the next generation of Dynamics NAV, itself one of the leading Microsoft business application products, which has served some 140,000 customers and millions of users worldwide.

This extremely flexible solution, easily adaptable to the needs of geographies, industries and individual customers, has had some key investments made by Microsoft for its latest release, which include:

  • A full suite of application functionality in the cloud
  • A refreshed and modern user experience, optimized for insights and productivity
  • An extensible platform by using apps from AppSource

Getting Into the Customer Relationship Management (CRM) Functionality

With Business Central’s CRM functionality, the following can be created efficiently and with an ease-of-use perhaps never before experienced in the sales sector:

  • Contacts Roster – Maintain an overview of your contacts and record your contact information for all business relationships.
  • Campaigns – Organize campaigns based on segments of your contacts that you define.
  • Opportunity Management Protocols – Keep track of sales opportunities, section your sales processes into different stages and use this information to manage your sales opportunities.
  • Dynamics 365 for Sales Integration – Integrate with Dynamics 365 for Sales in a few easy steps in order to synchronize your data, including sales orders, item availability, units of measure and currencies.

What Else You Need to Know

When your application is set up to integrate with Sales, as we just covered, you will be granted access to Sales data from Business Central – and even vice-versa, in some cases. This integration enables you to work with and synchronize data types that are common to both services; for example, customers, contacts and sales information (you can keep this data up-to-date in both locations).

Here’s another good example: The sales rep using Sales can use the price lists from Business Central when they create a sales order. When they add the item to the sales order in Sales, they are also able to view the inventory level (availability) of the item from Business Central. Conversely, order processors in Business Central can handle the special characteristics of sales orders transferred automatically or manually from Sales, such as the creation and posting of valid sales order lines for items or resources that were entered in Sales as “write-in” products.

What’s more, sales entities – such as accounts – are integrated with equivalent Business Central record types, such as customers.

To work with Sales data, you can simply set up mappings (called “couplings”) between Business Central records and Sales entity records, so you can (for example) set up a coupling between a specific customer in Business Central and a corresponding account in Sales.

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