From Reactive to Predictive Customer Insights

Looking into endless amounts of data fragmented across different sources to understand customer behavior and deliver tailored customer experience is a challenge that most organisations face in today’s competitive environment. Getting a complete and actionable view of every customer across different touch points can make a difference between success and failure.

The author of this page: Deirdre Lysaght
Deirdre Lysaght, Marketing Executive Jan 11, 2021

Consider all the places where you have customer data. You might start with your CRM as a central source of truth for customer information but chances are you still have more going on elsewhere.

You probably have purchase history data in your ERP or e-commerce platform, which may or may not be integrated with your CRM or a separate marketing system full of campaign insights, clicks and opens. Consider where you are managing event or webinar registrations and attendances or perhaps you have a feedback tool and survey system – a loyalty system, subscription renewal system or point of sale system. You may also track website visits and social media interactions.

Once you add up all the demographic, behavioural, transactional and proprietary data sources you work with (including all of your business users’ spreadsheets), you’ll probably find dozens – if not hundreds – of data sources.

But what if you could consolidate all of these unwieldy platforms under a single source of truth? That’s exactly why Dynamics 365 Customer Insights was created.

What is Dynamics 365 Customer Insights?

Dynamics 365 Customer Insights is Microsoft’s customer data platform. It allows you to unify your customer data using a no-code pre-built solution that leverages artificial intelligence to map, match and merge customer data from disparate systems quickly. This means you can create a single view of the customer in a matter of days.

A customer data platform like Dynamics 365 Customer Insights enables you to unify your customer data into a single profile. However, the real value comes from what you do with it, that is, maximising it by putting it in the hands of your users and leveraging it in the systems you use daily.

Analysing the Data

Once you start to pull together your customer data, the benefits become very interesting and will allow you to do 3 things:

  • Identify the behaviors of your top customers across many different channels. With the huge swaths of data available, machine learning can help you to model the ideal customer. You’ll see what sorts of touchpoints contribute to the development of your most – or least – loyal and profitable customers.

  • Track KPIs across your entire customer base - Dynamics 365 for Customer Insights allows you to roll your data up into broader KPIs. You can set and track targets for all of your connected touchpoints.

  • See a timeline of an individual customers’ interactions with your brand - Dynamics 365 for Customer Insights is able to provide you with a customers’ history and preferences, plus make individual recommendations for interacting with that customer.

With unified data and intelligent insights companies can drive targeted engagements across marketing, sales and service to stay ahead of their competition.

Creating an exceptional and personalised customer experience can set your organisation apart. Contact us to help you understand what this technology is and how it can work in your organisation. Storm can work with you to build a proof of concept or to deploy Customer Insights in your organisation.

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