By Øjvind Henrik Nilssen, Head of D365 CE, Power Platform & AI and Munir Remahl, Solution Architect at Cepheo

 

Today’s marketing landscape is dynamic and constantly evolving. Working within Cepheo’s Dynamics CE & Power Platform-teams in Norway and Sweden, we have seen that our customers’ consumers expect personalized experiences, seamless engagement and real-time interactions across every channel.

 

To keep up, businesses need more than just data. They need to be able to turn that data into actionable insights that drive results. That’s where Microsoft Dynamics 365 Customer Insights can help. This powerful platform unifies and enriches customer data, helping you deliver real-time, personalized experiences that make a real impact.

 

Build customer profiles with unified data

 

At the core of Dynamics 365 Customer Insights is its ability to unify customer data from multiple sources – such as sales, marketing and service interactions, or even third-party applications and IoT data. With a unified platform, businesses can build comprehensive, 360-degree profiles of each customer, that create a deeper understanding of their needs, behaviors and preferences.

 

We have seen that when companies can break down data silos, it transforms their ability to engage with customers. Imagine having real-time purchase history, marketing engagement and customer service interactions all in one place. With Microsoft Dataverse at its foundation, Dynamics 365 ensures that data flows freely across departments, creating a single source of truth.

 

For example, a mid-sized retailer could use Dynamics 365 Customer Insights to merge loyalty program data with e-commerce and in-store purchases. This unified data will enable the retailer to better segment its audience and launch targeted promotions based on customers' past purchases and shopping preferences.

 

Activate real-time customer journeys with personalized experiences

 

Gone are the days when blanket email campaigns were enough. In today's competitive landscape, every individual customer interaction matters. Dynamics 365 Customer Insights empowers businesses to create real-time customer journeys that are tailored to individual behaviors and preferences. With “journey orchestration” tools, marketers can automate these journeys, helping ensure that each customer receives relevant, timely information.

 

Consider this scenario: a customer browses products on your website but leaves without making a purchase. Thanks to the real-time insights provided by Dynamics 365, your system could automatically trigger a follow-up email that offers a discount on the very items they were considering. This kind of personalization doesn’t just drive sales, it also strengthens the customer relationship by showing that you understand their needs.

 

This image shows the automatic triggers for a customer, that browsed, but did not purchase

 

In a B2B context, imagine a technology company that uses Dynamics 365 to create a multi-step nurture campaign for prospects that are attending a virtual product demo. After the event, those prospects could receive personalized follow-up emails, relevant case studies and invites to schedule one-on-one consultations. By automating this process, the marketing team ensures that leads remain engaged, while the sales team can focus on the most promising prospects.

 

Leverage AI-powered insights to build smarter campaigns

 

We’ve seen how important predictive analytics have become in optimizing customer engagement. One of the standout features of Dynamics 365 Customer Insights is its use of AI and machine learning to deliver predictive insights. These tools allow businesses to identify patterns in customer behavior, forecast future actions and suggest the next best steps.

 

Picture a subscription-based company trying to reduce customer churn. With AI-driven insights, Dynamics 365 can identify customers at risk of cancelling their subscriptions based on historical data and behaviors. The platform could then automatically trigger a retention campaign offering personalized incentives, such as discounted renewals or special access to premium services, to keep those customers engaged.

 

Another simple example could be a clothing company using the data in Dynamics 365 Customer Insights to create segments for customer journeys based on shopping behavior. They might, for example, offer a deal on shirts to customers who have previously purchased trousers.

 

By applying these automations and predictive models that can also be powered by AI, marketers can focus their efforts on the customers that are most likely to churn, saving time and resources while boosting overall retention. And because Dynamics 365 Customer Insights also includes detailed performance analytics, businesses can continually refine their approach, optimizing campaigns for even better outcomes.

 

This image shows different machine learning models for predicting customer behavior and enhancing business strategies.

 

Seamless integration across sales, marketing and service teams

 

One of the key benefits we see in Dynamics 365 Customer Insights is how it enables greater collaboration across departments. By integrating seamlessly into the broader Dynamics 365 ecosystem, the platform ensures that marketing, sales and service teams are all working from the same customer data.

 

Take, for instance, a prospect who has interacted with your marketing emails, attended a webinar and downloaded a whitepaper. This prospect’s entire journey is tracked within Dynamics 365, making it easy for your sales team to see every touchpoint and engage with them in a meaningful way. Rather than cold outreach, the sales team now has a clear understanding of the prospect’s needs and can tailor their approach accordingly.

 

The integration extends to customer service as well. Imagine a scenario where a long-time customer experiences an issue and contacts support. Because Dynamics 365 provides a complete view of their history, the service team can immediately access relevant interactions with marketing and sales and offer a faster, more personalized resolution. This seamless collaboration helps ensure that customers experience consistency at every stage of their journey, boosting satisfaction and loyalty.

 

Why Dynamics 365 Customer Insights matters for your business

 

In our experience, the companies that succeed are those that truly understand their customers and can act on that understanding. Dynamics 365 Customer Insights provides the tools to help businesses transform fragmented data into actionable insights that drive growth. By leveraging real-time journey orchestration, AI-powered analytics and seamless cross-team collaboration, companies can create meaningful, personalized experiences that resonate with customers.

 

As the market evolves, so do customer expectations. With Dynamics 365 Customer Insights, you’re not just reacting to these changes, you are staying ahead of them. By using this platform to its full potential, businesses like yours can not only meet current demands but also future-proof their marketing strategies in an increasingly data-driven world.

Want to know more? 

Contact our Sales Directors for a discussion about your company's digitization.