Rumors have been circulating since the summer of 2023: Microsoft is on the verge of making significant changes to its marketing automation app. For those who think it's just a name change to Dynamics 365 Customer Insights, it's better to keep reading...
In this blog post, we'll reveal the core of the changes and explain why they are crucial for your organization – whether you're already using these apps or considering adopting them.
The Rise of Real-Time Marketing
The most significant change is the introduction of a new Dynamics 365 Customer Insights (Journeys) license, which will focus exclusively on real-time marketing functionalities, in contrast to the outbound marketing functionalities of the previous app. But that's not all: all existing real-time marketing functionalities will be seamlessly integrated into the new app, along with Copilot integration (the new, intelligent AI assistant).
In addition, we are presenting the second app within Customer Insights: Data. This app is used to obtain a 360-degree view of your customer by combining different data sources. This includes not only insights from Dynamics 365 but also customer data managed in Azure, which is now being made more accessible.
It is now easier to leverage the benefits of both apps, as they fall under one umbrella: Customer Insights.
Why Dynamics 365 Customer Insights is indispensable for your organization
Get to know your customers
Get a complete picture of your customers by centralizing all email communications, website visits, and personal interactions (calls, meetings) within Dynamics 365.
Integrate supplementary data sources, not just those limited to Dynamics 365, to build an even richer customer profile. This allows you to gain insights into customer purchases and behaviors on your webshop, for example.
Develop dynamic customer segments that are continuously and automatically updated, making your marketing efforts efficient. Manage all customer preferences thanks to integrated preference centers and compliance profiles.
Reach your customers on their terms
Automate the customer journey with Customer Journeys, where you can integrate every touchpoint. Whether it's event sign-ups, email clicks, or specific characteristics like industry or region – you name it!
Send the perfect message at the perfect time using multiple communication channels. Not just email, but also SMS and even WhatsApp!
Automatically qualify leads by pre-determining a score based on characteristics and interactions. When your marketing contact reaches the score of 100, it will automatically be converted into a lead!”
Boost your productivity
Accelerate your insights, because Copilot automatically flags the most engaging activities for you.
Easily create a target audience by simply asking Copilot. Not entirely satisfied with the result? Manually adjust until the segment is exactly to your liking.
Let Copilot lay the foundation for your emails, so you only have to add the finishing touches. Finally, create a journey automatically by asking Copilot. This way, you'll save time!
Accelerate your insights, because Copilot automatically flags the most engaging activities for you.
Easily create a target audience by simply asking Copilot. Not completely satisfied with the result? Manually adjust it until the segment is exactly to your liking. Let Copilot lay the groundwork for your emails so you only have to add the finishing touches. Finally, automatically create a journey by asking Copilot. This way, you'll save time!
What does this concretely mean if you are already working with Dynamics 365 Marketing today?
If you are currently working with Dynamics 365 Marketing, you may be wondering what the next steps are. The good news is that you can continue with Outbound Marketing without any issues. However, Microsoft strongly advises transitioning to real-time journeys, and has even developed complete transition plans to support you in this.
We interpret the signals to mean that investment in Outbound Marketing will cease and that new and improved functionalities will primarily be rolled out within Real-time Marketing. Therefore, it would seem to be in your best interest to consider the transition as soon as possible. Some core functionalities that you are currently using and that have a new version in Real-time Marketing are:
- Customer Journeys
- Email templates
- Segments
Fortunately, the transition doesn't have to happen immediately, and you can choose to adopt the new functionalities step by step.
Why the switch to Real-time Journeys is essential
Microsoft is fully committed to AI-driven functionalities and wants to significantly improve the customer journey designer and email designer. Therefore, they are choosing to place these under Real-time journeys. All new customers will therefore only have access to real-time journey functionalities.
For a detailed overview of the transition, you can consult the ‘Transition overview’ on Microsoft Learn, participate in discussions on the Dynamics Community Forum, or review the ‘Real-time journeys transition FAQs’ on Microsoft Learn for more information.
Do you have any more questions about this topic, or are you interested in implementing Microsoft Dynamics 365 Customer Insights for your company? Please don't hesitate to contact us using the form below. We're ready to help you!
author: Steven Seerden