Customer Centricity as key brand differentiator

In today’s content and product-saturated marketplace, customer centricity and personalisation is the key to standing apart from the competition. By 2020, customer experience is expected to overtake price and product as the key brand differentiator.

While a highly relevant customer experience is essential, simply implementing a personalised marketing strategy is no longer enough – it is necessary that organisations structure themselves around the customer across all lines of business, aka, customer centricity. They must stop looking at customers from siloed marketing, sales, and service perspectives and leverage a 360-degree view of the customer that accounts for every interaction they have with the brand.

Beyond the traditional CRM platform

Over 60 percent of companies still struggle to personalise content in real time.

Creating highly personal experiences across all channels and touch points – like email, social media, purchases, or contact centres – is extremely difficult when customer data is fragmented in multiple independent applications and departments. Over 60 percent of companies still struggle to personalise content in real time, even though 78 percent of customers will only respond to offers or content if it has been personalised to their previous engagements.

Personalisation across all lines of business

McKinsey reports that implementing an organisation-wide personal engagement strategy at scale can drive between 5 and 15 percent revenue growth for companies, particularly for those in the retail, travel, entertainment, telecom, and financial services sectors.

It all starts with knowing the customer – by leveraging aggregate data to better understand each individual customer’s preferences, purchasing tendencies, and context on a deeper level, organisations can avoid frustrating customers with irrelevant content while increasing the likelihood of conversion.

Providing a single source of truth that surfaces a 360-degree view of customers, Dynamics 365 Customer Insights helps organisations to determine the best action possible for each individual customer in any context or stage of the journey – whether acquisition, conversion, or retention.

In a world where companies have only a few minutes to make a lasting impression, organisations need to do more than simply compile customer data – they need to be customer centric. They need to derive actionable insights and get those insights into the hands of every employee who interacts with customers. Marketing, sales, and service professionals need first-hand access to holistic customer information, enabling seamless and intelligent customer experiences no matter which department they’re interacting with.


Azzure IT – The U.K’s leading Microsoft Dynamics 365 Business Central Provider

10 Europa View, Sheffield Business Park, Sheffield, S9 1XH, UK

t. 0345 467 9950

Disconnected systems hold businesses back

If you’re a business owner disconnected systems are your worst nightmare, your work day often begins at home, triaging emails early in the morning. Having grown the business from the ground up, you know your customers and vendors, and you’re still involved in day-to-day operations. But the bigger the company gets, the more complex your business processes become.

Each email adds something to your to-do list, which typically requires transitioning to a different application. You use accounting software to prepare an invoice, a CRM system to mange your contacts and sales pipeline, and perhaps yet another manufacturing solution to track production or inventory.

Switching back and forth between fragmented, stand-alone solutions takes time and often requires duplicate data entry. This diminished productivity stifles your ability to scale and cuts into time you could spend developing new business.

 Connect people, processes, and systems

Right now, your employees might be the only common link between your business systems and the email, spreadsheet, and word processing tools you use every day. This means they waste a lot of time flipping between apps or cutting and pasting, which can lead to data entry errors.

To keep up the pace of your growth, you should consider moving from your current disconnected systems to a more comprehensive and connected business solution, such as Microsoft Dynamics 365 Business Central and Office 365, to help pull everything together so your people don’t have to.

Microsoft Dynamics 365 Business Central, helps you get through administrative tasks quickly and easily so you focus on the big picture, and your team can spend more time taking care of

Enabling you to:

  • Drive productivity by reducing time spent switching between stand-alone apps
  • Foster collaboration and communication by breaking down internal silos and broadening visibility across the organisation
  • Accelerate user adoption and lower training time with a seamless user experience

To stand out from the competition, businesses need to make every minute count and every customer engagement shine.

This Microsoft e-book explores how the solution integrates with Office 365 to connect business processes and personal productivity like never before, bringing insight and efficiency to your daily tasks. Covering three day-in-the-life scenarios that illustrate how Microsoft’s unique capabilities make business owners, sales representatives, and accountants more productive – ultimately improving customer experiences and company performance.


Azzure IT
10 Europa View, Sheffield Business Park, Sheffield, S9 1XH, UK

t. 0345 467 9950

Enabling Business Intelligence with 365 Business Central

Enabling business intelligence across your organisation

The first step to enabling business intelligence across your organisation is to unlock the data and make it readily accessible across all areas of the business. To take your organisation to the next level, you need connected data, business analytics and guidance on how best to use them.

Microsoft Dynamics 365 enables you to see everything your organisation is doing in real time and empowers your workforce to make more informed decisions and achieve greater outcomes for your business.

Discover how you can use business intelligence and insights to better understand your customers and respond to them more efficiently and create a more productive and agile workforce with these effective steps.

Steps to Enabling Business Intelligence

  • Engage Customers
  • Optimise Operations
  • Empower Employees
  • Transform Products

The digital feedback loop

The digital feedback look is the process of harnessing data, understanding it and applying it to transform operations. This is achieved through the use of intelligent business applications and harnessing digital technologies, in other terms, the digital transformation.

The diagram below visually demonstrates the digital feedback loop.

Digital Feedback Loop

Engage Customers

Microsoft Dynamics 365 enables businesses to understand customer data and behaviour with intelligent customer insights and CRM, allowing them to more effectively engage with customers and send tailored communications.

Optimise Operations

Microsoft Dynamics 365 is the perfect tool that organisations can use to optimise operations. By gathering real-time insights, you can streamline your business processes so they are more efficient and productive.

Empower Employees

Enable business intelligence with the built-in insight capabilities within Microsoft Dynamics 365, which allows employees to make better decisions based on patterns and data, which in turn boosts performance.

Transform Products

Enable business intelligence and harness real data to uncover patters with Dynamics 365 Business Central. By pulling together customer data, seasonal information and purchase patterns, it uncovers crucial insights to enable you to improve products and develop new ones.

Download the full Microsoft Savvy Leader’s Guide to Real-Time Insights to understand how actionable insights can help you understand your customers better and respond to them more quickly, while at the same time creating a more productive and agile workforce.


Azzure IT
10 Europa View, Sheffield Business Park, Sheffield, S9 1XH, UK

t. 0345 467 9950

Strategic approach to Digital Transformation in the Manufacturing Industry

Digital technology has played a vital role in the manufacturing industry for years. Compared to other industries, manufacturers are ahead of the curve when it comes to incorporating digital technology into business processes. Today though, digital is no longer simply a tactical aspect of the manufacturing business – it’s becoming vital to pursue end-to-end digital transformation in order to achieve objectives like improving efficiency and quality, reducing costs and waste, and creating innovative products and services.

Digital transformation is about applying technologies to radically change traditional processes, products and services into data-driven, highly connected solutions that can be monetised through extreme efficiency gains and entirely new business models. With a digital-first approach, the manufacturing industry and firms are accelerating time-to-market, providing new customer value through digital experiences, managing complex global value chains and innovating to dramatically improve the customer experience and create new revenue opportunity. In short, the promise of digital transformation is just that – transformational.

But driving digital change is easier said than done. While the benefits that digital transformation offers are tremendous, there is no single, one-size-fits all approach. Each firm’s journey is unique. As a result, finding an approach that fits your business is critical. There are also a number of pitfalls to avoid. Well-crafted strategies can easily fail to be fully realised unless they are supported in the right ways, resulting in lost investment, lost time and an erosion of organisational support.

Setting a course

To set your firm on a course that makes sense for your business, it helps to consider three foundational guidelines. Regardless of your specific business situation, using these guidelines during the early planning stages will strengthen your overall outcomes and increase the likelihood of a successful initiative.

Remember, the best laid plans can easily go awry without knowledgeable execution or partners who understand the intricacies and best practices of your industry.


Azzure IT
10 Europa View, Sheffield Business Park, Sheffield, S9 1XH, UK

t. 0345 467 9950