Consider all the places where you have customer data. You might start with your CRM as a central source of truth for customer information, but chances are you still have more going on elsewhere. You probably have purchase history data in your ERP or e-commerce platform, which may or may not be integrated with your CRM.
How about a separate marketing system full of campaign insights, clicks and opens? Where are you managing event or webinar registrations and attendances? Perhaps you have a feedback tool or survey system – a loyalty system, donor management system, subscription renewal system or point of sale system. You may also track website visits and social media interactions. Once you add up all the demographic, behavioural, transactional, and proprietary data sources you work with (including all of your business users’ spreadsheets), you’ll probably find dozens – if not hundreds – of data sources.
As a customer, you know that organisations are collecting data about you and your interactions with them. We’ve all had the frustrating experience of repeating the same information multiple times on a call with an organisation, or the annoyance of irrelevant emails. Your expectations of how organisations interact with you are high, knowing how much data they have about you. As an organisation, what kind of experience are you giving your customers?
Here, we discuss the 3 reasons why you should unify customer data. Before we dive into that, let’s talk about Dynamics 365 Customer Insights.
What is Dynamics 365 Customer Insights?
Dynamics 365 Customer Insights is Microsoft’s customer data platform. It allows you to unify your customer data using a no-code pre-built solution that leverages artificial intelligence to map, match and merge customer data from disparate systems quickly. This means you can create a single view of the customer in a matter of days or weeks, not months (or years). A customer data platform like Dynamics 365 Customer Insights enables you to unify your customer data into a single profile. However, the real value comes from what you do with it. You maximise it by putting it in the hands of your users and leveraging it in the systems you use daily.