How Microsoft Technology Provides Councils with a Single Customer View

The single customer view is a powerful tool. With a system that can pull information from a variety of sources and consolidate it into one easy-to-access location, organisations can save time, money and resources which can be better spent elsewhere.

By connecting with data from social services, organisations can gain insight into a customer’s domestic situation and highlight where support may be needed.

Missed rental payments, accounts in arrears, requests for support – these are just a few examples of how revenue and benefits data can illustrate a customer’s circumstances and highlight a need for prevention where necessary.

Smaller, simpler interactions with customers can also be tracked within Customer Insights. For example, councils can help prevent churn amongst citizens using the garden waste bin service by setting up an automated nurture journey that highlights the programme’s benefits and encourages renewal.

Connecting data from education services – and highlighting changes in circumstances – can help initiate a proactive approach where needed. For example, a drop in a student’s school attendance and a change in their parent’s circumstances would flag a possible need for contact.

AI (Artificial Intelligence) and machine learning can take collated data and use it to highlight if a particular individual may be at risk, flagging when multiple instances of adverse behaviour get logged on a customer’s record. For example, reports of a child continuously missing school combined with the family's rental account being in arrears may indicate social support is needed – a home visit can then be organised to investigate the risk level further.

With Customer Insights drawing data from multiple different sources, organisations are able to use Big Data to enable a proactive approach and deliver preventative intervention where necessary. From engaging customers in a simple marketing journey to instigating support for those at risk, the single customer view is always helping to drive positive citizen outcomes.

Certain activities, such as substance or alcohol misuse, are often flagged as high-risk factors. Careful monitoring of these activities, along with a combination of data from other sources mentioned here, helps to provide a complete overview of a customer’s behaviour and can indicate where preventative action might be required.

Insights from demographic and transactional data, alongside records of customer interactions, can highlight when there has been a change in the behaviour or circumstances of an individual. For example, take a missed bin collection, a lost library book and a missed bill payment, Customer Insights will link these interactions from various departments and flag the customer as requiring a proactive approach to care – preventing that customer from later becoming high-risk.

Combining data from multiple sources, and creating a single view of customers, allows councils to be proactive and provide preventative care and intervention when needed.

A customer’s involvement in criminal behaviour can also contribute to a need for a proactive approach. Combining insight from other sources, such as social services or revenue and benefits, helps to determine the actions and responses needed to achieve a positive citizen outcome.

Even if a customer is presenting as low risk, D365 Customer Insights and other solutions in the Microsoft stack can still be used to take a proactive approach to ensuring that the customer doesn't become at risk in future. For instance, with Dynamics 365 Marketing councils can build nurture journeys to remind residents about their green waste bin service and prompt an on-time renewal payment.

Once data has been imported from multiple sources, Microsoft Customer Insights sets to work connecting data together using relationships. A simple activity, such as a bin collection, may have one relationship between the activity and the customer’s contact record. However, more complex activities (like event management) can result in multiple relationships between the event, activities and the customer’s record. Creating relationships between data all helps provide the single view of a customer.

Collecting data from a wide variety of software – including, but not limited to, the solutions in the Microsoft stack – D365 Customer Insights presents you with Customer Profiles. The profiles offer a rounded view of customer activities, interactions, demographic insights and more. They can also be segmented for further insight, providing opportunities to take a proactive and personalised approach to customer engagement.

Microsoft Customer Insights makes light work of importing data from multiple sources by using indexing. Combining common fields from each source, along with identifying rules and priorities for merging the data, creates a single, unified record for a customer. Most importantly, adding in data from a customer’s activities (such as requesting a new bin or attending an event) will build relationships between data and help organisations drive actionable insights.

As a customer data platform, Dynamics 365 Customer Insights merges multiple data sources into one place. Due to this, it has the capability to track customer activities and map them onto an easy-to-understand timeline, meaning it's quick and simple to view and analyse actions taken by customers.

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