Dynamics 365 Customer Insights - Simply Explained

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Imagine a customer called support after buying from you twice, signing up for emails and

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downloading a guide from your website.

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Can the person answering the call see that whole story?

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Often no, sales sees one part, customer service sees another, your website has clicks and

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form fills, marketing has email activity, eTaoTems, one customer, but every team holds a different

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page from the same file.

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Welcome to another episode of Microsoft Knowledge Nuggets on M365, FM, I out M, M,

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Melcopeters and we out TM were going to put Dynamics 365 customer insights into play in English including its two parts and how they fit together

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Think of a large office building where each department keeps customer files in separate locked rooms

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Customer insights creates one shared customer desk so the right teams can work from a fuller picture

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Morselle the simple definition and the name changed Dynamics 365

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Customer insights helps a business understand its customers and respond to them with more relevant communication

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That sounds broad because it is broad a customer does no temperate experience your business as separate teams

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They don't know what might think oh, yeah

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I'm now dealing with marketing and later you out and will deal with service a yo

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They bought something asked for help visited your site or requested information

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They expect your business to recognize that context

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Customer insights brings the customer view and customer communication closer together before September 2023

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Microsoft sold Dynamics 365 marketing as its own product if you worked with dynamics before that change

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You may still hear people call it D365 marketing real-time marketing or just marketing those names have not been disappeared from every day conversations

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Microsoft renamed that product customer insights journeys at the same time the original customer insights data product became customer insights

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Data both now sit under the larger dynamics 365 customer insights name that naming change causes a lot of the confusion

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You might hear someone say how we use customer insights are you but they could mean the data side the journey side or both

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So when you are in a meeting it helps to ask one simple question

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Oh, do you mean data or journeys? Oh those are the two building blocks customer insights

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Data brings customer information together and helps you understand it

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Customer insights journeys uses customer information to plan and send communications based on who someone is and what they do a

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Simple way to remember it is this data helps you see the customer journeys helps you respond to the customer

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You can use one without becoming an expert in the other but they make more sense together

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One part creates a clearer customer picture the other part let's teams act on that picture through planned communications

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Now don't attempt confused customer insights with the rest of dynamics 365

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Dynamics 365 sales remains the place where sellers manage leads accounts opportunities and their sales work a

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Sales person still needs a place to track the deal plan the next call and record what happened

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Dynamics 365 customer service remains the place where service teams manage cases

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Knowledge articles and customer support work if a customer reports a problem customer service handles the case itself

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Customer insights does no temtu replace either product instead it connects customer understanding and communication

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Around the work those teams already do a sales team can see useful customer activity a service team can understand more context

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Marketing can communicate based on information the business already knows that outmess a much better setup than exporting lists from one system

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Uploading them somewhere else and hoping they stay current but before you can understand a customer or send the right message

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You need to bring their information into one place

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Customer insights data building one customer record customer insights data works like a shared customer filing cabinet

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Not a cabinet full of paper folders obviously

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But one place where the business can bring together the customer information that normally sits in separate systems

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A customer might appear in dynamics 365 sales as a contact linked to an opportunity

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While a purchase system records their orders a website records form submissions and a service system stores past support requests

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Each source knows something useful but none of them automatically tells the whole story by itself

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Customer insights data connects those sources that can include dynamics 365 apps website activity loyalty systems purchase records customer service data and other

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Business systems the point isn't to copy every piece of information just because you can

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The point is to bring together the information that helps you understand the customer and make a better decision

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Picture a company that sells home equipment

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It sales team knows that Alex requested a quote last month the store system knows that Alex bought a product two years ago

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The service team knows that Alex recently asked for help with a repair

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Meanwhile the website records that Alex has been reading about an upgrade those records may all use slightly different names

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email addresses or customer numbers

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Customer insights data can help match them

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This is where the difference between raw records and a unified profile matters raw records are the separate entries coming from different places a

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Unified customer profile brings related entries together when the system can identify that they refer to the same person

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So instead of seeing four disconnected records a team can view one customer profile with the details joined around that customer matching needs care

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For example two people can share a last name and an old email address may no longer be correct

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Customer insights data uses matching rules that the business sets up so it doesn't just guess that every similar record belongs to the same person

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Good matching rules help reduce duplicates without joining the wrong people together

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Once records come together the profile becomes much more useful you can see purchase history you can see support history

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You can see marketing activities such as messages received or links clicked

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You can also include preferences and behavior like a stated product interest a form request or pages visited on a website

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Suddenly a customer isn't just an email address in a campaign list. They're a person with a relationship and a history

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That fuller picture helps different teams ask better questions

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Has this customer board before have they contacted support recently?

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Are they interested in a certain product area? Did they respond to a previous message or did they ignore it?

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Customer insights data also lets teams build segments a segment is simply a group of people who meet conditions you choose

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Rather than exporting a spreadsheet sorting columns saving a new list then repeating the job next week you define the rules once for example

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You could create a segment for customers who bought a certain product live in a specific region and visited a related page in the past month

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As customer data changes the people in that segment can change too

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Someone who meets the rules joins the group someone who no longer meets them drops out

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That means the group follows the data instead of becoming another old spreadsheet nobody trusts

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You can also build segments from actions not only profile details maybe you want people who clicked a product link but haven't purchased

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Or customers who opened a support case in the last 30 days those are behavior-based segments

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And they let teams focus on what customers actually did not just who they are on paper

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They're also predictive insights customer lifetime value is an estimate of the value a customer may bring over their relationship with the business

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Turn likelihood is an estimate of whether a customer may stop buying stop using a service or disengage

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These aren't promises about the future they're informed estimates based on available customer data and patents from the past

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If the underlying data is thin or messy the estimate will be thin or messy too

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Still when used with common sense those estimates can help a team decide where to pay closer attention

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Copilot can help people explore this customer data in plain English

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Instead of starting with a complex filter a user can describe the audience or question they have in mind

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For example they might ask for customers with a high purchase history who haven't engaged recently

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Copilot can help turn that request into something the team can review and refine

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But the data only becomes useful when someone can act on it at the right moment

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Customer insights

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Journeys turning knowledge into action

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Customer insights

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Journeys takes what your business knows about a person and turns it into a planned response

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Think of a journey as a route a customer can follow after a message reaches them

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It isn't just one marketing email sent to a list

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A journey can send a message wait for a response react to that response and then take the next suitable step some journeys are short

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A customer receives one email about an event then the journey ends

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Others run across several days or weeks someone receives an introduction email

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Then a text message if they haven't responded and a different follow-up if they show interest the route changes because the customer did something or didn't

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Messages can go out through email SMS text messages push notifications for a customer app and custom channels that a business sets up

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That gives a team choices email may work well for a detailed guide a text message may suit a short appointment reminder

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A push notification can reach someone who uses the company app the channel should fit the message and the customer's permission choices

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Not just the team's habit creating those messages doesn't always require a designer or someone who writes HTML code

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Customer insights journeys includes templates and a drag and drop editor a user can add text images

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Buttons and other content blocks then build an email that follows the company's usual look

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Personal details such as a customer's name can appear in the message too

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But using a first name is only the starting point a message becomes more personal when different customers see different content

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Someone interested in home insurance could see a section about home cover while another person interested in car insurance

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Sees a section about car cover in the same email the email itself stays under one design

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Yet the content inside it changes based on a customer's interests purchase history location or other details that the business knows

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That helps avoid the familiar problem where a customer receives an offer for something they already own

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Or content that has nothing to do with them customer insights

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Journeys can start in two main ways the first is a segment led journey

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A team chooses a group of people and sends communication to that group

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It might run once using everyone who meets the segment rules at that moment or it can keep running

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When new people meet the segment rules they can enter the journey imagine a welcome journey for people who join a mailing list

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You don't want to rebuild that journey every Monday

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You want each new subscriber to receive the right welcome message when they qualify

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The second option is a trigger led journey a trigger is an event that starts the journey when it happens a person completes a website form a contact record changes

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A customer registers for an event a case closes in customer service instead of waiting for someone to prepare a list

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The system can react to that event

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This is often called real-time marketing although the name can sound more complicated than it needs to it simply means a customer action can start a response

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While that action still has context take a support case as an example a customer contact support because something isn't working

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The service agent works through the issue records the outcome and closes the case

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That closed case can start a journey that sends a short survey asking about the support experience timing changes the message

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If the survey arrives while the conversation is still fresh the customer knows exactly what it refers to

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If it arrives three months later it can feel random and the feedback may not help much

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The journey can use the customers details to personalize that survey request

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It can also send the message through the channel the business has set up and the person has agreed to receive

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Now a journey shouldn't become an endless machine that sends messages just because it can

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It needs choices inside it should the system wait for a reply

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Should it send a different message if someone clicks a link when should the journey stop

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And when does a person such as a seller or service agent need to take over

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Those decisions turn a collection of messages into a customer journey that respects the person's time and gives the right team a chance to respond

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How a customer journey actually works let out Tim's make this real with a simple example

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Someone visits your website because they are timry interested in a product they fill in a form to request more information entering their name

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Email address company and the product they want to know about

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That form submission is more than an email landing in a shared inbox

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A customer insights can use the submitted details to create a new customer record in dataverse

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Or update an existing one if the person already exists there

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Dataverse is the shared data store behind Dynamics 365 business apps

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So the same customer details can connect with sales, customer service and other apps that use it

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Imagine the person already spoke with a seller last month

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Instead of creating another separate contact the form can update the existing customer record with the new interest

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The seller now sees that this person asked for product information

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And the communication journey can use that detail straight away

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The form submission can also start a journey

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A trigger watches for that action then starts the right set of steps when it happens

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The first step could send an email with the requested product guide

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Followed by a pause while the customer has time to read it

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That pause matters, without it the system could send three messages before the person has even opened the first one

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A journey needs room for the customer to respond because their response decides what should happen next

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Suppose the email includes a link to a product page

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If the person clicks that link, customer insights can send a second message with more detailed information

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such as a customer story, a demo invitation or a guide that answers common questions

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They click signals interest so the next message can match that interest

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But maybe they don't automatically click, the journey can wait a few days and send one reminder

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Perhaps with a clearer subject line or a shorter message it can also stop after that

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Not every quiet customer needs a long chain of follow-ups

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This is where the branches in a journey earn their place

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A branch is simply and if this happens do that choice

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Click the link, send more detail

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Geed no EMT click, send a reminder

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Requested a demo alert sales, bought the product, stopped the promotional messages

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Each person follows the route that fits their actions

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At some point an automated message should turn into a human conversation

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If the customer clicks an o-talk to sales o-link, requests a demonstration

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or takes another action that shows strong interest

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The journey can create a task or phone call for the owner of that customer record

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The seller does know that a mentee needs to hunt through email reports to spot the signal

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A task appears where the seller works

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It might say "Oh follow up with Jordan, requested product information and viewed the demo page"

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A.O. the seller can see the context, pick up the phone

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and continue from where the customer left off instead of starting with "Oh, so what can I help you with?"

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O. the trigger does not know it only need to come from a website form

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Because Dynamics 365 apps share dataverse, actions and sales, customer service

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or a custom power app can start a journey too

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A seller could update a record, a service agent could close a case

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A custom app used by field staff could record a customer visit

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Those business events can start the right communication

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A power automate flow can take the work further

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For example, an action in a journey could start a flow that sends a notification in teams

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Updates a record in another connected system

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or starts a follow-up process outside customer insights

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That connection matters when a customer journey touches more than messages

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Still, none of this gives a business permission to contact anyone without limits

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Commercial messages need consent

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People may choose which subscriptions they want, such as product news, event updates or special offers

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They may also decide that they don't now ultimately want those messages anymore

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and customer insights needs to respect that choice

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A customer may agree to service updates but not promotional email

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Those are different purposes

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and the journey should treat them differently

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The person out TM's preferences decide whether a commercial message can go out

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even if they fit every other rule in the journey

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Teams can also set frequency caps

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A frequency cap limits how many emails or text messages a person receives during a chosen period

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If several journeys try to send messages to the same customer in one day

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The cap can block an extra message rather than overwhelm them

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That protects the customer relationship

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Automation can respond quickly but speed alone does no good prove it worked

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Without measurement, teams only guess whether a journey helped or simply added more noise

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Seeing results and improving the next journey

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A journey needs a clear goal before anyone builds it

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That goal could be more engagement such as people clicking a link

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It could be a completed purchase, a survey response that measures loyalty

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or another customer action that the business can define and track

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Without a goal, a journey can look busy while achieving nothing useful

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Customer insights lets teams follow what happens at each step in the journey

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For an email, you can see how many messages reached people

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and how many people interacted with them

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For a branch, you can see how many people took one route and how many took the other

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That view helps answer simple questions

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Did people receive the message?

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Did they click the link?

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Did most people leave before the next step?

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A journey diagram isn't just a plan on a screen after it starts

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It becomes a record of how customers moved through the process

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which gives the team a reason to change a week step

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instead of guessing at the whole journey

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The customer timeline also helps the people who speak directly with customers

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A seller or service agent can see communications that customer insights sent to a customer

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along with the interaction history that the system records

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So before someone calls a customer, they can see whether that person received a guide

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Click the product link or completed a survey

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That changes the conversation

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The employee can start from what the customer already knows

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rather than sending the same information again or asking questions

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The customer answered yesterday

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For a wider view, customer insights includes journey analytics and power BI visuals

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Teams can compare journeys, channels, goals, and exit reasons across a chosen period

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Maybe emails lead to more guide downloads

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while text messages bring more appointment confirmations

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Or perhaps one journey loses people because they complete a goal

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while another loses them because they no longer meet the entry rules

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Those are very different outcomes

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and the reports help teams tell the difference

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A.B. testing gives teams another way to learn before they send one approach more widely

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You can test two versions of an email such as different subject lines or different calls to action

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You can also compare channels where the same type of message reaches one group by email and another by text message

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The system tracks the result based on the measure the team chooses

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such as a click or the journey goal

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Still, don't let a complicated journey distract from the basics

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Clean customer data affects every segment and every personalized message

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Consent decides whether a message can be sent

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A clear goal tells the team what success even looks like

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Fancy branches can't repair wrong data, ignored preferences or a journey with no purpose

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With that in place the two parts of customer insights start to make sense as one connected customer experience

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Where customer insights fits in Dynamics 365

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Customer insights fits between knowing the customer and communicating with the customer

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Customer insights, data provides the customer picture

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Customer insights

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Journeys respond to that picture with messages and planned actions that suit the person and the moment

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Dynamics 365 sales still manages sales work from leads and opportunities to calls and follow-ups

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Customer service still manages customer cases and the work needed to resolve them

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Customer insights connects customer understanding and communication around those jobs

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Because these apps can share data versus their common data foundation

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Teams avoid the old routine of copying lists between separate marketing and customer systems

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Then waiting for them to sync

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A seller, service agent and marketing team can work from one customer story

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While access controls and consent rules protect customer information

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Conclusion, one customer story, timely action

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Customer insights turns scattered customer records into a clearer picture

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Then helps teams communicate based on that picture

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Subscribe on your favorite podcast platform

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For more Microsoft Knowledge Nuggets from Mirko Peters at M365 FM

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And share this episode with someone still trying to sort out Dynamics 365 names and products