Macro-Relationships with Clients Aren’t Built Overnight: How a Great CRM Solution Ensures They Last for Years
Source: Äri-IT Autumn 2025
Author: Irina Kruuda, CRM Consultant at BCS Itera
Every small detail—be it a pre-meeting reminder, sending an invoice in the client’s preferred format, or knowing they prefer morning calls—might seem insignificant, but it creates the feeling for the client that their needs are considered.
Does Client Trust Develop Quickly?
No, it’s an investment that pays off over time. I sometimes think that a lasting client relationship isn’t so different from a friendship—we may not talk to good friends every day, but we know they are always there for us. When we do talk, they listen. They show interest and pay attention. This kind of connection—attentive and trusting—is the foundation of strong customer relations.
From a business perspective, pure goodwill or a fantastic memory isn’t enough. As workloads increase and employees change, client relationships cannot rely solely on staff-dependent information. That is why maintaining customer relationships within a company must be systematically supported.
Every small detail—be it a pre-meeting reminder, sending an invoice in the client’s preferred format, or knowing they prefer morning calls—might seem insignificant, but it creates the feeling for the client that their needs are considered. These seemingly simple things should not depend on one specific employee’s good memory or fall entirely on their shoulders. While the personal touch establishes the connection, the system keeps that connection alive and grows those micro-moments into a macro-relationship.
A macro-relationship isn’t built by doing something right just once. It is born when the right things are repeated over time—consistently and meaningfully.
Fragmented Customer Data Weakens Trust
My journey to customer relationship management systems began in customer service—in a call center where daily work required constant navigation between different data environments. It was there I saw how fragmented information and limited system integration impacted both day-to-day work and the overall customer experience.
The situation can quickly become complicated when employees don’t know what colleagues have already discussed with a client, forcing the client to repeat themselves. This results in the loss of not only time but also trust. We often had to forward questions because we lacked access to previous correspondence or related data. This was largely dependent on our partners’ systems and how information exchange was organized.
I have also seen positive examples: when systems were used where all communication and activities were logged and visible to every employee interacting with the client, solutions reached the client faster and with less effort. The result was smooth service, a satisfied customer, and reduced time expenditure for the team.
A CRM Solution Saves the Day
Transparency is not just important for speed; it also creates continuity and trust.
When necessary information is consolidated in a single environment and employees have easy access to it, customer communication can pick up exactly where it left off every time, without the client having to share all the information anew. To avoid fragmented customer data, you need a system that binds client-related information into a unified whole and makes it easily accessible to everyone who deals with the customer.
This is exactly what Dynamics 365 CRM solutions enable. They provide a view of the entire customer story from one place and support smooth and consistent service. Figure 1 illustrates the timeline, where all communication history—emails, notes, tasks, phone calls, and other client-related activities—is collected. This is not just information; it is the story we are writing together with the client.
Figure 1. Dynamics 365 Sales Timeline.
At BCS Itera, Dynamics 365 Sales has also become an everyday tool. Before a meeting, information is no longer sought from SharePoint or emails; instead, the client card’s timeline is opened, consolidating all essential information: correspondence, notes, meetings, and activities. The timeline provides a quick overview of previous communication and the client’s expectations. This way, time is not spent searching for information but used for more thorough preparation.
Where information moves in a controlled manner to the right people at the right time, trust is born—a trust that is sustainable and critical for the strength of the customer relationship, satisfaction, and loyalty.
Technology Doesn’t Create the Client Relationship, But It Helps Sustain It
No system will make us better communicators, but a good system helps us be present: to notice, to remember, and to maintain the connection with those with whom a relationship already exists. This is crucial because, in business or life, the one who moves fastest does not always win.
Often, the key to success is attentiveness. Sometimes that simply means knowing the last call was a week ago, an email exchange went unanswered, or a certain document is still pending. CRM doesn’t take communication away from people—it helps them do it better, more consciously, and more consistently. Ultimately, people don’t remember the systems; they remember the feeling someone left them with.
Macro-relationships are created by people who have the time to listen, not by systems. A company that offers a smooth, personalized, and unified experience stands out from competitors not just on price, but on the feeling the customer takes away. Finding that time is easier when a technological tool supports it—helping to retrieve information, remember details, and simply be present.
Contact us—and together we will find the best way to make your customer communication smoother and more meaningful.