Today’s customers expect personalization in nearly every touchpoint of their relationship with a brand. To achieve that, brands need to get to know their customers on another level and track all information relating to their relationships. Only by leveraging this information can brands deliver truly personalized experiences.
To enable effective customer data gathering and the enablement of personalized experiences, many brands have turned to Microsoft Dynamics 365 Marketing and Customer Insights. Dynamics 365 Marketing and CI offers a number of valuable features to brands looking to drive personalization, including data unification of multiple touchpoints, advanced segmentation and AI-driven behavior insights and predictions.
In our recent webinar, "Better Together: Activating Customers with Dynamics 365 Marketing & Customer Insights,” our experts reviewed the ways that organizations are leveraging these platforms and capabilities to deliver a better, more personalized marketing experience and fuel seamless engagements with a 360-degree view of a customer.
Leveraging Data to Drive Hyper-Personalization
Hyper personalized marketing combines marketing personalization with Customer Experience to include an individualized engagement based on empathy and knowledge of the customer. Customers buy from us, people donate to us and guests book with us when we demonstrate that we know them, help them and value them.
In the old world of marketing, personalization was standardized using a customer’s name, maybe their location and going as far as a single channel purchase history such as in-store or online purchases. Today, the marketing necessary to effectively engage prospects and customers must be hyper-personalized to each reader, where we utilize data and AI to produce a 360-degree customer profile that goes beyond a one size fits all campaign approach. Messages are now tailored to highly specific segments built off multiple characteristics, including the activity a person has had with the organization. AI can then be utilized to predict innovative formats for delivering relevant offers and messaging to specific groups or both existing and new customers.
Microsoft Dynamics 365 Marketing and Customer Insights makes it easy to gather, synthesize and leverage the customer data necessary to support hyper-personalization.
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Unifying Customer Data Across Multiple Touchpoints and Sources
Customer Insights unifies disparate customer data to create a single 360-degree view of the customer. Whether it's connecting in-store and online purchases, website visitors to customer service cases or patient visits with their insurance information, Customer Insights collects scattered data to improve processes and increase insights into behavior.
This means that you can connect a multitude of data sources, host that data in a secure Azure data lake, and push that data into Customer Insights, all with little to no manual effort. Utilizing conflation and enrichment allows you to stitch together the profile and then take action with Microsoft solutions like Power BI and Dynamics as well as third-party applications.
Segmenting Your Audience
Unifying customer data also empowers your team with advanced segmentation capabilities when executing campaigns. You are now able to easily group customers in interesting ways, including ad hoc segmentation for more highly personalized marketing. Use your unified data to segment groups that may require a deeper strategy for strengthening the relationships or interactions that the audience is displaying.
Advanced segmentation creates a dynamic flow of information that continues to refresh, inputting new data, and considering relevant customers for each group based on your preset conditions or triggers. Through multiple data points, your segments are consistently growing and maintaining their health and accuracy in your campaign programs.
Customer Insights also utilizes AI to identify additional customers that may be similar to a specific segment or to provide helpful insights based on a segment’s pre-determined information. This AI also enables you to intelligently detect membership in multiple segments or take note of influential characteristics about a customer to create a hyper-precise messaging around these data points, rather than a single characteristic.
Take Action with Avtex
If your organization is looking to leverage Dynamics 365 Marketing and Customer Insights, Avtex is here to get you started. We provide organizations with the guidance and tools needed to better understand and execute their CX vision. Our expertise comes to life through our relationship with Microsoft and our ability to use their technology as key partners.
The experience at Avtex means we can help you leverage the benefits of Customer Insights to better understand your customers and ultimately transform your marketing through advanced segmentation and data unification. For more information on Dynamics 365 Marketing and Customer Insights, our webinar, "Better Together: Activating Customers with Dynamics 365 Marketing & Customer Insights" is available now.