Customer management in Dynamics 365 Business Central

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"But we don't want any more isolated solutions"—we hear this sentence in many conversations with business partners willing to invest in new tools. Especially in IT landscapes that have grown over the years, we often find special applications for company-specific requirements. Redundant data management often causes problems when transferring information from one system to another.

Customer management in Dynamics 365 Business Central

Data is then often transferred via Excel or manually, and the corresponding interfaces are often designed for something other than automated processes. This quickly becomes a frustrating work step, especially for users.

Regarding merchandise management or ERP systems, we keep hearing from users that customer and product data should have a uniform database. This way, information about articles or customer master data can be called up as quickly as possible.

Basic CRM functions are already included in Microsoft Dynamics 365 Business Central, so you do not necessarily have to use a separate CRM system to set up solid customer management.

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Central contact management 

  • A central address database ensures consistent master data in Business Central. Contacts are created and managed via so-called contact cards. 
  • A duplicate check occurs directly in the background, thus preventing unnecessary data records. 
  • You can manage each contact's detailed information, opportunities, segments, or documents. 

Manage opportunities

Sales management in D365 Business Central supports the user in the seamless processing of the individual sales steps and provides an overview of the company's current sales pipeline. Within the sales steps, it is possible in Business Central, for example, to track inquiries and create offers.

The offers are sent directly from Dynamics 365 Business Central to the customer. If a sales order is made, this starts all the procurement logic (stock check, etc.) in Business Central. Of course, the sales department always has an insight into stock levels and availability, whether via app or desktop.

Phone calls and emails can be recorded and transformed immediately into tasks as part of sales opportunity management. The responsibilities can be delegated to the relevant employees. As a result, all authorised users can conveniently examine all client-specific activity on the customer card.

The created sales possibilities can be viewed and monitored at any time using the customizable and intelligent Dynamics 365 Business Central dashboard.

Campaigns aimed at certain client groups

Campaigns in Dynamics 365 Business Central can be used to address a specific group of contacts individually. For example, following an event with a tempting offer. Activities within campaigns may also be designed, and the accompanying sales possibilities can be controlled.

The offers are delivered to the consumer straight from Business Central. When a sales order is placed, all procurement logic (stock check, etc.) in Business Central is activated. Of course, the sales staff is always aware of stock levels and availability, whether through the app or the desktop.


In addition to enhancing corporate productivity, tighter integration of CRM and ERP systems through a well-informed sales staff with precise information promotes customer satisfaction. Furthermore, the organisation may engage in targeted marketing. For more comprehensive CRM functionality, consider the Microsoft Dynamics 365 Customer Engagement product family.


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