Customer Insights

Real-world Scenarios
Presented by: Shonak Mediratta & Carl Cookson
 Customer expectations are
increasing
Why Customer
Insights? Brands need a personal feel to
improve customer satisfaction

Inconsistency across channels

leads to frustrated customers
 Customer Insights done differently
Traditional customer analytics
• Custom build on analytics platform
• Hard coded
• Hard to adapt
• Siloed apps
• Time to implement measured in months
• Requires deep technical expertise
• Different stacks for storage, KPI calculations
• Compliance as an afterthought
Dynamics 365 Customer Insights
• Finished SaaS solution
• Configurable
• Extensible
• Insights embeddable into operational CRM of choice
• Time to implement measured in weeks
• Ready to run by business users
• Integrated in one finished solution based on hyper-scale cloud
platform
• Compliant by design
Customer Insights Approach
 Big Bank has business and retail divisions

Customers can have accounts in both

Our Scenario
Retail bank has little interaction or data on
Business Banking

Bank wants to give insights into business

banking activity to the retail arm and vice-
versa
 Data Data Establish Configure
Measures Segments
Ingestion Unification relationships Activities

Overall
Establish
Transactional relationships
Map Business
sources via the
Provide the Measures

Process
common
identifiers underlying Static
entity
Observational
Match
sources

Specify Customer
cardinality Measures

Behavioural
Merge Specify values
sources
for Primary
key , Activity
Dynamic
Specify Name, Time
Configure and Customer
source and
Other sources Customer Description Attributes
target entities
Search
Map
Map Match

Note : every record in the entity will be a unique

customer and matched to every following entity.
Map Match

Note : every record in the entity will be a unique

customer and matched to every following entity.
 Map Match

• Specify Precision

Note : High fits cases where precision is more important

than reach, such as a financial service to a specific
customer. Low fits cases where the opposite is true, such
as a marketing campaign. The Medium level serves as a
middle-ground option

Once the match process has completed, click the grid icon, to view a Match Preview of the match results and the Confidence
Score as to how certain Customer Insights is that they are a match based on the rules you have defined. – You will notice that
some profiles have been created with a low confidence of matching.
Map Match Merge

• A merged attribute is an attribute that exists in more than one data source and represents the
same piece of data. For example, we may have ‘Email Address’ in both Business Banking
Customer and Retail Banking Customer data sources.

• Customer Insights will attempt to identify attributes to be merged using their mapping to the
standard data types we used in the ‘Map’ stage.
 Map Match Merge

Rank defines the primary source of data as shown below

Note : Primary Keys from the original sources cannot be merged. For example we have a LoyaltyId as the primary key from Retail Contacts , but also have ContactId
from the Business Banking Contacts
Business Measures: Customer Measure

• Average Customer Feedback Score • Average Reward Points

• Average Business Loan Value • Average Credit Card Transaction Value
• Average Credit Card Transactions
1. Define the Relationship between Business Banking Customers and Business Loans
2. Define the Relationship between Retails Banking Customers and Card Transactions
3. Define the Relationship between Unified Profiles and respective activities ( i.e. Business loans or Card
Transactions
Customer Measures and Business Measures are a below :
• We are now able to consume these measures to drive actions such as Marketing Segments !

• Segments enable you to group your customers into cohorts based on demographic, transactional, or
behavioural customer attributes.

• Using Customer Insights, Segments can be exported to Dynamics 365 Marketing and used to execute a
targeted Customer Journey. Segments can also be exported to .csv or accessed via API.
• We are now able to consume these measures to drive actions such as Marketing Segments !

• Segments enable you to group your customers into cohorts based on demographic, transactional, or
behavioural customer attributes.

• Using Customer Insights, Segments can be exported to Dynamics 365 Marketing and used to execute a
targeted Customer Journey. Segments can also be exported to .csv or accessed via API.
Configure Activities Ingest Dynamics Contact Data Install the CI Customer Card Add-in

• The Activities capability helps consolidate customer activities from various data sources. This
creates a customer timeline view of all customer interactions against your unified customer
profile
• Business analysts can configure activities to be displayed on a customer dashboard with a
timeline view, which can be embedded in business applications.
Configure Activities -> Ingest Dynamics Contact Data Install the CI Customer Card Add-in

Common Data Service for Apps

The Customer Insights Cards

embedded within Dynamics 365, utilize
the Contact ID from Dynamics to
identify which profile data to display
 Configure Activities -> Ingest Dynamics Contact Data Install the CI Customer Card Add-in

Common Data Service for Apps

Note : The Customer Insights Cards embedded within Dynamics 365, utilize the Contact ID from
Dynamics to identify which profile data to display
Configure Activities -> Ingest Dynamics Contact Data -> Install the CI Customer Card Add-in

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Select the attribute from your

customer profile that represents the
Dynamics 365 Contact Id . In this case :
System.Customer.D365CustomerSer
v.Contact.contactid
Retail Power App
Using Retail & Commerical Data
To establish a 360° view of the customer and make Customer Insights models available in the Common Data
Model for extensibility, following entity schemas exist so they can be extended for respective business
scenarios.
Entity Description
CustomerActivity An activity performed by a user that has observational
value to the business.
CustomerProfile A person or organization that either performed or has
the potential to engage in a business activity.
Measure Definition Definition of KPIs partitioned by zero or more
dimensions
Segment Defines a group of members that exhibit common
traits.
SegmentMembership Members participating in a given segment.

Customer Insights API Availability : https://docs.microsoft.com/en-us/dynamics365/ai/customer-insights/pm-apis

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 THANK YOU
FOR ATTENDING!