Microsoft today unveiled new AI-powered features for its Dynamics 365 Customer Insights platform designed to aid marketers in managing and maintaining projects and campaigns.
The company looks to be building a platform to compete directly with other CRM giants like Salesforce and HubSpot.
Like those two companies, Microsoft doesn’t intend for Dynamics 365 Customer Insights to do all marketing functions. They’re hoping it can be a platform that others will create tools for, said Lori Lamkin, Microsoft’s co-vice president of Dynamics 365 Customer Experience Applications.
“We’re very focused on marketing operations or customer experience. You know the backbone of what is CRM essentially,” she said. “We don’t have marketing tools for every task that a marketer does. We’d love to establish a very rich third-party ecosystem with tons of assets.”
Unified workspace
With the new features, marketers can write their campaign goals in natural language or upload a ready-made creative brief. Then, a project board is created based on the goal or brief, the organization’s data and past campaigns in Customer Insights. The project board simplifies and links all the steps for creating and managing marketing assets.
Dig deeper: 4 AI categories impacting marketing: Workflow automation and RPA
On the project board, marketers can see the target audience and segments for the campaign, as well as Copilot’s suggestions for more segments that might have been overlooked. By choosing a recommended segment, marketers can get a matching customer journey that is automatically generated.
Lamkin sees this as the next logical step in how Microsoft provides customers with AI.
“A lot of what we’ve been doing in AI has been assisting you perform the jobs you do in the way that you’ve always done them with content or summaries or recommendations,” she said. “We’re taking this a step further and we’re really looking at the overall end-to-end workflow of how campaigns are generated and how customer outcomes are achieved with marketing and customer experience teams.”
Brand image generation
Customers can also use Typeface, a high-quality generative AI application that produces and selects images that match the brand identity. These images are created and edited within Dynamics 365 Customer Insights. Typeface helps align content to the organization’s brand guidelines, including themes, fonts, and product images—extracted from a central asset library.
The new features will become generally available in the third quarter of this year. Lamkin said they would be offered at no additional cost.
The post Microsoft unveils new workflow and analysis tools for Customer Insights appeared first on MarTech.
Microsoft has recently introduced new workflow and analysis tools for Customer Insights, its customer data platform. These new tools are designed to help businesses better understand their customers and make data-driven decisions.
The new workflow tools include a visual segmentation builder, which allows businesses to create customer segments based on various criteria such as demographics, behavior, and purchase history. This tool makes it easy for businesses to identify and target specific customer groups with personalized marketing campaigns.
Another new tool is the customer journey orchestration feature, which enables businesses to map out and automate the customer journey. This tool allows businesses to create personalized experiences for customers at every touchpoint, from initial engagement to post-purchase follow-up.
In addition to the workflow tools, Microsoft has also introduced new analysis tools for Customer Insights. These tools include a predictive scoring feature, which uses machine learning algorithms to predict customer behavior and identify potential opportunities for upselling or cross-selling.
The new analysis tools also include a customer lifetime value calculator, which helps businesses determine the long-term value of their customers. This tool can be used to identify high-value customers and develop strategies to retain them.
Overall, the new workflow and analysis tools for Customer Insights are designed to help businesses better understand their customers and make more informed decisions. By leveraging these tools, businesses can improve their marketing efforts, increase customer satisfaction, and drive revenue growth.
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