Orchestrating CX with Dynamics 365 Marketing

2 November 2021 | by Radu Mitrea, Marketing Manager

As the pandemic forced the world into a Hyper-Digitalization era, enterprises and businesses are forced to adopt agile CX (Customer Experience) strategies in order to keep up with a select few market leaders and remain profitable. Customer expectations regarding great experiences have risen and more people gravitate towards the companies that offer the best customer services and are always on their feet when it comes to customer interaction.

Dynamics 365 Marketing

Microsoft Dynamics 365 Marketing is slowly becoming one of the industry’s secret tools for creating high-level CX, filling the gap between small or mid-cap enterprises and their customers. Although it doesn’t come cheap, it definitely offers one of the most complete Marketing Toolset available on the market, with capabilities that range from drag and drop content editors to AI-assisted event-based journeys.

With its Microsoft 365 and Dynamics 365 native integrations, whether you are looking to drive growth through your Marketing department, optimize sales, or raise retention levels through customer service, Dynamics 365 Marketing can help you get there quickly and efficiently.

What makes it different?

So far so good, the marketing jibber-jabber sounds great. But how can it actually help you? What features set it apart? What can it do? Having a product that can do everything from A-to-Z sounds nice in theory, but many companies make those promises and few manage to deliver on that promise. So without further ado, here are some of the features that set Microsoft Dynamics 365 Marketing apart.

1. Real-Time Customer Journey Orchestration

Launched in May 2021 this feature offers you a perfect way to engage with your audiences in your marketing campaigns. What does it do? It allows you to create customer journeys and define the specific actions that the system will trigger when people interact with your campaign.
The journeys are easy to create, the Dynamics 365 module offering an intuitive point-and-click toolbox in its integrated designer. This gives anyone the ability to work on creating collaborative journeys that take campaigns to the next level and allows your department to interact with thousands of customers at the same time. You can also use AI-guided features to ensure that every message achieves its maximum potential, and is always delivered using the right channel for each customer.


2. Cross-Journey Aggregate Dashboard

First and foremost, it’s a dashboard. It allows you to see data about your defined journeys in order to assess if your campaigns are meeting their objectives and gives you an overview of the steps that are failing or can be improved. Might not seem like much, but coupled with the ability to cross-analyze your campaigns, troubleshoot engagement issues, establish channel performance, overview A/B testing performance and many other features you might soon find yourself spending hours on end interacting with this feature alone.

3. Email visual editor

Dynamics Marketing lets you create, style and preview various types of digital content with an advanced digital-content designer that allows you to produce marketing materials such as emails, pages, or forms. It’s easy enough to use even by inexperienced designers. You choose a template, drag and drop the content you need and everything is ready. You can preview your design on desktop, tablet, or mobile versions in order to ensure your message comes across seamlessly over all platforms.

4. Segmentation

Segmentation is by far one of the most important elements in online marketing. The more in-depth you can go with segmentation, the better. Segmentation however is not a unique feature. Almost all marketing platforms today offer a way to segment your audiences. But what if you had software that segments audiences in real-time, based on user interaction, behavior, or preference.
That’s what Dynamics 365 Marketing provides. Segmentation is done using two major vectors called Static and Dynamic segments. Static segments are straightforward segments where you create a list of contacts, select the people you want to include and your segment is ready. Dynamic segments, on the other hand, are set up using logical expressions and change constantly to reflect the changes in customer journeys. You start off in the same place, but as the campaign goes on the segment adapts based on logical pathways so that your customers are treated to a customized CX.

Is it worth the money?

The honest answer is that it highly depends. The real question you should ask yourself at business level is: Do I want a premium product or should I settle for something less expensive but more limited?
Naturally, as partners and implementors, we see a lot of value and potential in the Dynamics Marketing Module. But that is only because we have seen it fire on all cylinders and we’ve seen it’s true potential. In order to truly appreciate it at its full capacity, you need to give it a workload where it could shine. All of the features above are good in isolation but amazing when working together.

To sum it all up: If your focus is on taking your marketing processes to the next level and aligning your CX to 2021 standards, Dynamics 365 Marketing can definitely help you get there fast. But you have to remember that at the end of the day it’s just a tool, and even the best tools have their worth set in how we use them.

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