Dynamics 365 Customer Insights: the complete guide to understanding and leveraging your customer data

What is Dynamics 365 Customer Insights?  

Microsoft Dynamics 365 Customer Insights is a Customer Data Platform (CDP) that allows to centralize, unify and analyze all the customer data of a company.  

Concretely, this means that you can connect your different sources (CRM, ERP, e-commerce, marketing campaigns, customer service, social networks, etc.) to obtain a single and complete view of your customers.  

Thanks to integrated artificial intelligence (AI), Customer Insights is not limited to collecting data: it enriches it, segments it and analyzes it in order to provide you with concrete and actionable recommendations. 

Clearly: it is no longer just about storing information, but exploiting customer data to create personalized and loyalty-enhancing experiences.  

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Why use Customer Insights?  

Microsoft Dynamics 365 Customer Insights is not just a data collection tool: it’s a true customer analytics and activation platform, designed to turn data into actionable value.  

1. Unify and enrich customer data  

Customer Insights centralizes all the customer data from CRM, ERP, marketing, social media, e-commerce, etc., offering a consolidated and always up-to-date 360° view. Integrated AI makes it possible to enrich these profiles thanks to intelligent models (notably via the automatic update of segments in real time)   

2. Segment intelligently with AI 

Marketing teams can create dynamic segments (at-risk customers, VIP profiles, influencers...) generated by Copilot or predictive models. These segments are updated automatically over interactions—perfect for driving ultra-personalized campaigns   

3. Orchestrate customer journeys in real time  

With Customer Insights – Journeys, you can design cross-channel customer journeys in real time and optimized with A/B tests. Copilot even allows them to be created in plain language, without technical expertise   

4. Boost engagement via AI  

Copilot suggests personalized messages and content based on customer behaviors. Example: automatically send a customized offer to a client who is hesitating or restart an abandoned cart. Everything directly from the platform. 

5. Comply with legal standards 

Natively integrated with consent tools, Customer Insights manages customer preferences while respecting GDPR and Swiss GDPR — a crucial plus for companies concerned about compliance  

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What advantages to use the Microsoft Customer Insights module?

Customer expectations are changing rapidly, they now want personalized interactions, they want companies to anticipate their needs.  Customer Insights addresses these challenges through several benefits: 

• Unification of customer data: no more silos between your tools, all information is grouped. 

• Intelligent segmentation: AI analyzes behaviors and proposes dynamic segments. 

• Large-scale personalization: your marketing, sales and customer service teams can act with a discourse adapted to each client’s profile and journey.

Customer Insights: a powerful tool for marketing, sales and customer service  

Dynamics 365 Customer Insights is much more than just an analysis tool: it is a real strategic lever for all the teams in contact with the client. For marketing teams, it allows to centralize data, create precise segments and launch personalized campaigns in real time. Sales teams benefit from a 360° view of customers to better prioritize their leads and adapt their approaches. As for customer service, it can anticipate needs, personalize interactions, and improve satisfaction. 

Concrete example: a retail SME can use Customer Insights to identify customers who have abandoned an online shopping cart. Marketing sends a personalized follow-up campaign, salespeople have priority follow-up on these hot prospects, and customer service is ready to respond in case of request. Result: more efficiency, a better customer experience and an increased conversion rate.  

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Where does Customer Insights fit into the Microsoft ecosystem?  

Customer Insights is part of the Dynamics 365 suite and integrates naturally with:  

• Dynamics 365 Sales (CRM) to help your salespeople better understand each prospect.  

• Dynamics 365 Marketing to deploy ultra-targeted campaigns.  

• Dynamics 365 Customer Service for more personalized support.  

• Power BI for advanced data visualization and analysis.

• Power Automate & Power Apps to automate workflows and enrich the customer experience with personalized applications. 

This native integration into the Microsoft ecosystem makes it a powerful and coherent solution, which avoids multiplying tools and reduces management costs.  

For what type of business?  

Customer Insights is not reserved for large companies. It is particularly suitable for:  

 MEs and ISEs who want to structure and exploit their customer base in a smarter way.  

Strongly customer-oriented sectors: distribution, e-commerce, services, healthcare, transport, banking. Growing organizations that seek to retain and improve the customer experience without multiplying disparate tools. Even an SME can take advantage of an intelligent CDP to differentiate itself from its competitors.  

Microsoft Customer Insight, Is it secure?  

Yes. Customer Insights benefits from Microsoft security, with, notably:  

• Hosting on Azure, which is therefore compliant with international standards (ISO, SOC, GDPR, nLPD in Switzerland). 

• An encryption of the data.  

• Access control via Azure Active Directory.  

• And a legal and sectoral compliance management (health, finance, etc.).  

👉 Swiss companies also benefit from local hosting through Microsoft data centers located in Zurich and Geneva, ensuring sovereignty and compliance.  

When should we go further with an integrator like Almakom?  

If Customer Insights is powerful, it requires strategic thinking to properly align data with your business objectives. At Almakom, we support you to help you define your data strategy and your priority use cases. We connect the Customer Insights module to your already existing tools (ERP, CRM, e-commerce, etc.). 

It is also essential to surround oneself with an integrator in order to ensure compliance with the standards (nLPD, GDPR) and sectoral constraints. Moreover, a training of the teams by our experts allows a quick adoption of the module, but above all, a successful adoption.  

We connect Microsoft technology with your business realities, to transform your data into a real growth driver.  

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