The challenge
A leading UK-based financial services organisation wanted to help its client-facing teams listen more closely to customers and build stronger, more valuable relationships. The business recognised that in a competitive market, understanding customer needs and responding quickly to their challenges is essential for success.
However, the company faced several hurdles:
- Sales and service calls were not being captured or analysed in a structured way, making it difficult to extract meaningful insights from customer conversations.
- Manual processes for tracking sales interactions were time-consuming and prone to error, leading to missed opportunities and inconsistent follow-up.
- The onset of COVID-19 accelerated the shift to remote working, making it harder for teams to collaborate, maintain high-quality client engagement, and keep track of sales activities.
- Managers needed better visibility into team interactions and sales performance, especially when teams were working from different locations.
The organisation’s goal was clear: to empower its teams with tools that would enable them to capture, analyse, and act on customer conversations—driving smarter sales communications and building a comprehensive view of each client relationship.
The solution
To address these challenges, the business adopted Microsoft Dynamics 365 Sales, leveraging its advanced conversation intelligence capabilities. This solution uses Microsoft’s latest advancements in artificial intelligence (AI) and natural language processing to automatically transcribe sales calls and analyse their content, sentiment, and participants’ behaviour.
Key steps included
Pilot deployment
The company launched a pilot of conversation intelligence, focusing on sales and service calls in two departments. The aim was to generate insights into keyword patterns, use sentiment analysis to better understand customer goals and challenges, and identify next steps for sales teams.
Automated insights
Conversation intelligence automatically surfaced keywords and relevant data from calls, helping teams spot trends and quickly gauge customer sentiment. The interactive dashboard allowed users to review individual conversations or see a complete picture of client engagement.
User-friendly design
The intuitive and engaging user interface made it easy for teams to drill down into details and make sense of the information, keeping staff engaged and interested in the insights.
Remote selling support
As remote work became the norm, conversation intelligence enabled managers to keep track of team interactions in real time, even when everyone was working from different locations. This supported ongoing coaching and helped maintain high levels of customer satisfaction.
Integrating Dynamics 365 Sales with existing systems
The solution seamlessly incorporated conversation intelligence data across the customer engagement platform, saving time on manual entry, reducing overhead, and building a comprehensive customer view.
The results
The adoption of Dynamics 365 Sales and conversation intelligence delivered significant benefits for the business:
- Enhanced customer understanding: Teams could now listen directly to customers, capturing and analysing every sales call to extract actionable insights and identify buying signals.
- Improved sales performance: By reviewing conversation styles and tracking sales conversations, managers could coach individuals on best practices, helping teams close deals faster and build stronger client relationships.
- Increased efficiency: Automated transcription and analysis eliminated the need for manual note-taking and data entry, freeing up valuable time for sales staff to focus on building relationships and following up on opportunities.
- Better collaboration: The interactive dashboard and real-time insights enabled teams to collaborate more effectively, even when working remotely, ensuring that no important detail was missed.
- Future-ready sales operations: The business now has the tools to adapt quickly to changing circumstances, with plans to expand the use of conversation intelligence across the organisation.
As one senior leader at the company explained, “Once you digitise voice, you can drive a huge amount of automation. You can produce valuable insights that benefit customers. The obviousness of the benefit will outlive any challenges.”
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Are you ready to empower your sales teams, improve customer relationships, and drive smarter sales communications? Discover how Dynamics 365 Sales and conversation intelligence can transform your business.
Enquire today to learn more about Dynamics 365 Sales and how it can help your organisation achieve its goals.