Dynamics 365 Customer Insights

Streamlining Customer Insights Journey

Challenge

The client wanted to streamline their marketing processes. They wanted to manage their Leads, Customers, Campaigns, Events and its related collaterals, newsletters etc. in a centralized system. They wished to track the journey of an unknown prospect to a known customer at every inter actione.g. the number of emails sent to a particular prospect, number of emails received by them, email opened, replied, bounced etc.

Under campaign management they were also looking for subscriber management and managing the consent from the customer to receive the newsletters and other emails sent by our client.

Also, they wanted to set up a calendar management feature for their marketing team to get timely reminders for the follow-ups and meetings with the prospective clients.

Solution

Based on client's requirements, Dynamics 365 Customer Insights was the best solution for their needs. We had configured Campaign management where the user was able to run campaigns on the leads /contacts /accounts available in the system. Dynamics 365 Customer Insights provides the capability to have the marketing list of the campaign to be static or dynamics based on user’s preference.

Campaigns management allow the organizations to keep track of marketing campaigns and check the responses via Insights. Once the campaign was initiated, it was further associated with Customer Journey feature where the complete flow-based customer actions were configured. Email sending process was automated based on any specific criteria E.g. automated emails to be sent, based on the if the end customer has read /not read the email. Based on the responses the preconfigured emails were sent.

Campaign management also included Campaign budget management like the overall budget, expenses and Campaigns outcomes. e.g all the leads created by a particular campaign.

Similarly, event management was configured where all the details related to an event were stored. Consent and subscriber management are the OOTB features of the product which were configured as per user’s need. Email tracking feature allowed users to track email delivery, number of emails opened, clicks, bounces, and many others to enhance the ability for real time analytics

Customer Management included Data Integration from various sources like websites, marketing platforms, transactional databases, social media, and others into Dynamics 365 Customer Insights. Customer Insights Data was used to integrate data from 3^rd party systems. After the integration is done, the data collected from various sources was unified by matching and merging duplicate records, resolving conflicts, and creating a single view of the customers. Further this data was used for segmentation and analysis. This is an OOTB feature Customer Insights the allows organizations to group the customers into various segments or marketing lists based on any specific region or any other criteria. Also, it provides a 360-degree View Customer to get the overall view of the customers from various sources in a combined view.

All the email notifications, reminders and follow ups were configured using the Power Automate. The client was trained to create personal email templates as per their marketing requirements and use the same for campaigning and other communications.

Conclusion

Overall, the Customer Insights journey in Dynamics 365 was a perfect solution for our client who was which are marketing oriented as it is of course an initial step for any organization to advertise their capabilities through marketing materials, brochures, campaigns, etc.