Deep Dive into D365: Customer Insights

We shine a spotlight on Microsoft Dynamics 365 Customer Insights, showcasing some of its main features and key benefits. With insight from Tisski Technical Consultant, Peter Norman, we discover why investment in the D365 Customer Insights software is the ideal way to create a single view of the customer.

Main features

connectors

Connectors

  • Customer Insights is supported by the Microsoft Power Platform and, because of this, presents the opportunity to collect data from lots of different sources and gather it all into one place using ‘connectors’. 
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  • Connectors play a crucial role in helping Customer Insights users create a single view of each customer as they determine where the data comes from. Pair this with the ‘map, match, merge’ process and you can keep control of the data that’s highlighted. 
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  • With the potential for different data sources to have different naming conventions for the same information (for example, one could refer to ‘surname’ and another to ‘last name’), mapping, matching and merging lets you decide which data source you want to trust for each individual field. The one you deem most trustworthy will be pulled into your end customer profile. 
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Profile

Timelines

  • Customer Insights has the capability to track customer activities, map these onto a timeline and display them in chronological order, meaning you can view and analyse actions a customer has taken. That’s not the cleverest part, though… 
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  • By introducing these timelines to a machine learning model, the technology can be used to make predictions on what actions your customers might take next, and, in turn, you can use these predictions to take appropriate action of your own (for example, as a membership organisation, you could offer a renewal discount to a member that AI has predicted may churn). 
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Marketing

Dynamics 365 Marketing synchronisation

  • By using Customer Insights in harmony with Dynamics 365 Marketing, you can take customer profiles and use them to create segments. This combined functionality can inform your marketing activity and helps you target your customers or prospects with messages appropriate to their respective stages in their buying journey. 
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    Underrated features

        Mapping

        Intelligent mapping

        • Mapping, matching and merging (see above) can be a bit of a time-consuming process, so Customer Insights’ intelligent mapping feature takes some of that workload away from you. The feature can judge which data sources it thinks are the most reliable and select these automatically, saving you time and effort. All you need to do is glance over and make sure its choices suit you; you can always make changes manually if you’re not happy with the selections made. 
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        Why Dynamics 365 Customer Insights? 


        Aside from the various features we’ve discussed, it’s important to remember that Customer Insights is a customer data platform, rather than a data warehouse – and that’s good news because it makes it much easier to manage from a user perspective.

        Tisski Technical Consultant, Peter Norman, says: “The problem you can face with creating a data warehouse is it all has to be unified. Once you’ve set it up, it can’t be changed easily. It’s like a tanker that can't change direction in the sea.

        With Customer Insights being a customer data platform, you’re merging multiple data sources to get that all-important single view of the customer and you can rework it and change rules whenever you need. Just hit ‘refresh’ and it’ll pull in the clean information for you.”


         

        Expert’s choice

        “With Customer Insights, not only can you get data from lots of sources you already have access to using connectors, but you can also get further insights and enrich your internal data using data from external partners which, for example, could offer insight into brand and interest affinities.” Peter Norman
        Technical Consultant

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