Personalisation of engagement for consumers in the world of retail has become commonplace and a real priority for many businesses operating in that space. It must also be a key consideration for organisations in a variety of other sectors, for whom attracting, engaging and retaining customers – or donors, volunteers or members – is an ongoing quest.
Building relationships and loyalty through hyper-personalised experiences has become easier, more efficient and achievable via a variety of touchpoints – digital and physical – thanks to advancements in Customer Relationship Management (CRM) and marketing solutions. But the exciting developments in Artificial Intelligence (AI) are enabling organisations to be much more predictive about customer behaviour, thus facilitating enhancement of customer journeys and offering personalisation on a whole new level.
From engaging the customer at the right moment through to using the power of AI to help generate better content for email marketing, using solutions such as Microsoft Dynamics 365 (D365) Marketing opens up a new world of possibilities that will enable organisations to elevate customer experiences. Additionally, Microsoft D365 Marketing has added a raft of new features, being rolled out currently and over the coming months, that aim to improve and aid creation of moments-based customer journeys.
Engaging customers when it matters most to them
In a world where our attentions are sought after and the plethora of channels in the digital marketing world can present a very noisy landscape, it’s important to get the timing right with your marketing efforts. As part of the quest to create a customer-led journey, prioritising engaging the customer at a time when they want to engage is crucial. And as this can be at any time and in any place, using engagement tactics via mobile is key. Increasingly, organisations are using SMS to execute delivery of communications, and Microsoft D365 Marketing enhances this with the capability to integrate with popular platforms, including one of our partner solutions, Click Dimension.
Such interactions on a real-time basis can’t be executed manually, so functionality such as this, which allows flexibility and scalability, is a must. The new feature in Microsoft D365 Marketing supports up to 100 million monthly outbound interactions to 20 million contacts. This ensures that those businesses wanting to capitalise on reaching customers in a personalised way, at various stages of their buying journey, can do so with ease.
Gleaning inspiration for marketing content using the power of AI
Customer insights based on past interactions can be leveraged using the power of AI to ensure that the right content can be devised to hit the customer with the right messages at the right time – and via the right channel. This kind of personalisation can greatly fast track trust and therefore loyalty.
The AI functionality in Microsoft D365 Marketing automatically generates content for emails using mail editor, which can be honed by the user, for maximum impact. The AI-recommended content ideas spans written content and dynamic content such as imagery, to maximise engagement. Furthermore, with the capability to optimise email marketing performance with A/B testing, experimental marketing can be executed, generating more insights as to what content resonated with what recipient. This data is then fed into the solution to ensure AI-powered ideas are continually improved based on recipient response – while real-time dashboards offer at at-a-glance view of KPIs, journey performance and content effectiveness, so customer journeys can be continually enhanced using analytics.
Is your organisation using a legacy CRM solution, which is out-of-date or dangerously close to the end of its development lifecycle? Read more about putting customer data and optimised functionality first with a migration to D365.
Another new feature that has been introduced to Microsoft D365 Marketing is the automated targeting of specific groups. Natural language can be used to specify recipient segment, which the AI-powered function will use to auto-fill the necessary fields. This is a significant efficiency generator and a great addition to the solution capabilities.
Being part of the powerful Microsoft D365 solutions suite means that customer journeys can be orchestrated end-to-end across marketing, sales, commerce and customer service. Relationships are strengthened and loyalty earned faster – and trust is underpinned by the compliance and security offered by the solution.
AI is being increasingly employed and leveraged in a wide variety of sectors and solutions to create efficiencies, inform decision-making and enhance interactions. Predictive actions rather than reactive are the key to success. Whether you’re a hospitality business navigating the difficulties that a pandemic-induced landscape has created, or a not-for-profit organisation tackling the challenges of engaging volunteers and donors in a fiercely competitive arena, realising the benefits of AI is no longer an option, but a major success factor.
If you want to find out more about the ways in which Microsoft D365 solutions could help your business, call us on 0300 133 5000 or complete our call back form now and one of our expert team will be happy to advise.
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