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Advanced Analytics in CRM: Getting Past Funnel Vision

Written by: Jon Rastia, Director of Innovation

Ask any CRM user about the data and analytics tools in their respective solution and one of the first things that will come to mind is that classic funnel: leads, opportunities, etc. Sometimes, it’s customer case data in pie-charts and wheels, but most often… that funnel.

We’re here to tell you that — when it comes to the actual, advanced analytics that can be used to further customer relationships — it’s time to move past funnel vision in CRM. It’s time to have your pie and eat it, too.

It’s time to discover the KPIs within your complete CRM solution and in your customer service processes that help transform customers into champions for your brand, and that optimize every internal workflow to ensure maximum efficacy in your teams and complete satisfaction for your customers.

It’s time for CX Connect Advanced Analytics, an all-new technology and methodology for fueling customer engagement and furthering productivity.

Really? Leave the funnel behind?

Let’s walk that “funnel vision” statement back a little bit. Funnels are good! But they typically only provide insight into one aspect of your business: revenue. Granted, that’s perhaps the most important aspect, but there are dozens of additional CRM KPIs that contribute to driving revenue.

And even in the sales funnel, there is granular data being missed that can help improve closing rates. For example, are you capturing your “per call cost” from each sales rep? Are you tracking prospect engagement during the closing process? Are you pulling, and integrating, omnichannel communications data into your funnel?

As solid a foundation Microsoft Dynamics 365 Sales is for viewing your funnel, much of the data it captures gets missed by most sales organizations. Which is where CX Connect Advanced Analytics comes into play, tying together all the core Microsoft Business Applications, Power Platform tools, Azure workloads, and third-party data sources to give you immediately actionable insights into not just every customer relationship, but every customer interaction.

It’s all about the “R”

It’s not surprising that so many people have funnel vision, because for years CRM was primarily a sales tool: leads to prospects, prospects to opportunities, opportunities to sales.

But — as the mere existence of Dynamics 365 Customer Service, Dynamics 365 Customer Insights, Dynamics 365 Marketing, and Dynamics 365 Field Service demonstrates — today’s CRM platform is really about digging into the “R” part of CRM: the relationship. And the digging is done with advanced analytics.

With CX Connect Advanced Analytics extending your Dynamics solution(s), you can uncover and act on the critical KPIs that fuel engagement:

  • First call resolution, cost per case, and average handle time in Dynamics 365 Customer Service
  • First-time fix rates, SLA compliance, and routing efficiency in Dynamics 365 Field Service
  • Customer lifetime value and upsell/cross-sell response in Dynamics 365 Marketing
  • Net promoter scores, customer retention rates, and brand affinities in Dynamics 365 Customer Insights
  • And, of course, lead to opportunity, time to close, and closing probability rates in Dynamics 365 Sales

The metrics that drive customer engagement are in almost every system and workflow in your enterprise. With CX Connect Advanced Analytics, you now have the means to discover, collect, integrate, disseminate, and act on them in real-time.

Stay tuned for more detailed posts on specific features, functions, benefits, and KPIs provided by ArganoArbela’s CX Connect Advanced Analytics. Up next, uncovering your true “cost per call.”

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