Customer Management

Who is your customer?

What the “C” in CRM means to you will depend on how you sell your products or services—are you selling to other companies, or are you selling to individuals. Are you “B2B” or “B2C?”

If your target customers are people, the account entity may not matter at all, or may be a minor data point defining where your customer works. If you sell to individuals, the contact entity will probably be your most important entity.

If your target customers are companies, the Account entity will be very important, as it will define your customers. Accounts will be central to everything that you do. Contacts will be important, as companies are made up of people, and your relationships with people will drive your sales to companies, but those contacts will matter in context of their role at companies.

Even if you sell to people and don’t care about where they work, don’t discard the account entity—you will probably have other organizations that you need to track in CRM, such as firms you partner with, vendors, and competitors.

In this section we talk about Account Management and Contact Management—how to manage your customers and prospective customers. Whether you are B2B or B2C focused, this section will help you understand the capabilities in Dynamics 365 for Account and Contact management, and strategies for effectively managing and segmenting customer data.

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