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In briefShow moreShow lessA ProsessPodden conversation examined real-time marketing through customer journeys, data quality and follow-up triggered by customer signals.
- A ProsessPodden conversation examined real-time marketing through customer journeys, data quality and follow-up triggered by customer signals.
- The conversation began with customer journeys and follow-up that responds to signals close to when they occur.
- Fast delivery is not a goal by itself.
The podcast episode
The conversation began with customer journeys and follow-up that responds to signals close to when they occur. The participants used seminars and webinars to illustrate how interest, consent and the next activity can form a connected process.
What this means for the organisation
Fast delivery is not a goal by itself. The organisation must understand the audience, have a valid basis for communication and ensure the data means what it appears to mean. Relevance should be assessed alongside frequency, channel and the effect on the overall relationship.
Examples involving seminars and webinars illustrated an event-triggered journey: a signal can prompt relevant follow-up close to when it occurs. Consent, frequency and channel still need to follow the customer through the process. Real time therefore describes response timing; it does not by itself make communication welcome or useful.
Microsoft’s 1 September 2023 announcement records the combination of customer data platform and journey orchestration in Customer Insights – Data and Journeys. It explains the product structure before the later events. The ProsessPilotene source shows a particular course, conversation or demo; Microsoft describes the broader offer and timing.
A relevant trial should begin with one segment or journey and document data sources, matching rules, consent and triggers. Misidentification, unwanted frequency and missing coverage need to be included in review. Only then can the organisation assess whether faster activation also produces more accurate and understandable customer treatment.
Sources
Primary source: ProsessPilotene, “Hva er sanntidsmarkedsføring? Hvorfor er det nyttig?,” 4 September 2024 (Norwegian).
Microsoft, “Now generally available: The new Microsoft Dynamics 365 Customer Insights,” 1 September 2023.
Further reading
What is Dynamics 365 Customer Insights – Journeys?
Join the discussion
How do you check that a customer journey gives recipients relevant follow-up? Share a practical example in the discussion.
