Marketing

Customer Insights – Journeys uses customer profiles provided by Customer Insights – Data, which consolidates information from multiple sources such as:

• Dynamics 365 Sales and Customer Service
• ERP systems (e.g. Business Central)
• Websites and e‑commerce platforms
• Events, forms, and surveys
• Other analytical or reporting data stores

This creates a single, up‑to‑date view of each customer, allowing journeys to adapt based on real behaviour and customer attributes rather than assumptions.

Journeys are created using a visual journey designer that allows business users to define multi‑step engagement flows. There are two main journey types:

• Trigger‑based journeys – activated by customer actions such as form submissions, event registrations, email clicks, or website activity
• Segment‑based journeys – targeted at defined audiences that share common characteristics

Journeys can span multiple channels and automatically adjust paths based on how customers respond.

Customer Insights – Journeys supports engagement across multiple channels, including:

• Email
• SMS
• Push notifications
• Events
• Custom digital touchpoints and channels

This enables organisations to deliver consistent, coordinated experiences regardless of how or where customers interact with the brand.

The platform includes Microsoft Copilot, which helps teams work faster and smarter by:

• Generating journey content and messaging
• Assisting with segmentation and audience selection
• Providing insights into journey performance and engagement
• Helping predict and optimise customer responses

These AI capabilities reduce manual effort and allow non‑technical users to create sophisticated, data‑driven journeys at scale.

Customer Insights – Journeys is built on Microsoft Dataverse and integrates tightly with:

• Dynamics 365 Sales and Customer Service
• Microsoft Teams, Outlook, and Power Platform
• Power BI and Fabric for reporting and analytics
• Third‑party data sources and channels

This enables organisations to embed customer journeys into wider business processes rather than treating marketing as a standalone function.

For leaders, Customer Insights – Journeys provides:

• Visibility into customer engagement performance
• Insights into conversion, drop‑off, and behaviour trends
• Alignment between marketing, sales, and service teams
• Measurement of journey effectiveness and ROI including attribution through the end to end customer lifecycle

By connecting engagement directly to customer behaviour and outcomes, organisations can move from campaign‑centric marketing to real time and experience‑led growth.