The demonstration

Jørgen and Frode showed how Customer Insights – Data can combine information from several touchpoints into customer profiles and segments. The session was part of a customer communication series and illustrated how the data model and matching affect the result.

What this means for the organisation

Before unification, an organisation must clarify purpose, access and quality for each source. Matching rules should be tested against known examples, and segments need to be explainable. Refresh frequency and identity coverage vary with sources and configuration.

The demonstration built customer profiles from transactional, demographic and behavioural information and used them for segmentation. This makes matching a central control point: two sources can describe the same person differently. A profile is therefore the result of rules and data quality rather than a neutral copy of the customer.

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, “Live-demo av Dynamics 365 Customer Insights Data,” 11 April 2024 (Norwegian).

Microsoft, “Now generally available: The new Microsoft Dynamics 365 Customer Insights,” 1 September 2023.

Further reading

What is Dynamics 365 Customer Insights – Data?

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