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What is Dynamics 365 Customer Insights – Data?
Customer Insights – Data collects customer information from various sources — CRM, online stores, financial systems, support systems — and combines it into a single, unified profile for each customer.
In most organizations, the same customer appears in five different systems, with slightly different information in each. None of them provides the full picture, and none is obviously wrong. This makes questions like “how much total revenue do we generate from this customer?” surprisingly difficult to answer.
The platform is not a shortcut around poor-quality data. It makes discrepancies between systems visible, and someone has to decide which source is authoritative. That work is usually more extensive than the technical setup itself, and it cannot be automated away.
If you have two systems containing customer data and a few thousand customers, an integration is usually both cheaper and simpler. The platform starts to pay off when the number of sources and customers makes manual reconciliation unrealistic.
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