Alysa Taylor - Corporate Vice President, Industry, Apps, and Data Marketing
Rik van der Kooi - Corporate Vice President, Microsoft Advertising
Engaging with customers in today’s world is multifaceted, spanning everything from generating that initial spark of interest, to closing a sale and nurturing the relationship, to delivering exceptional ongoing service and support. Today, those experiences are often disconnected, and customer relationships are fragmented. On top of that, our expectations as customers have risen dramatically.
We expect that brands know enough about our preferences to provide high-quality interactions with us. We also prefer our experiences with a brand to be personalized and consistent across every touchpoint. However, this expectation is met with our own wariness about sharing personal information and fear that our data will be misused, or that we will be inundated with a barrage of advertisements, emails, and intrusive outreach. Yet, it is a balance, and most of us are receptive to content that is relevant to us at the right moment.
As we’ve worked with large enterprise customers around the world, their marketing leaders consistently stress that to meet today’s customer expectations and deliver privacy-aware, consent-enabled personalization, they need insights from multiple, diverse data sources—something they struggle with because data about their customers is often locked in silos.
This is why we are introducing the Microsoft Customer Experience Platform, a customer engagement solution that gives you control of your customer data to deliver connected experiences. With full ownership of your data, you can connect directly to your customers—on your own terms. Rich out-of-the-box AI and insights enable you to better predict customer intent, accelerate your time to market, and deliver the right content on the right channel at the right moment. And, with AI-orchestrated journeys, you can engage your customers in powerful new ways, delivering connected experiences across every customer touchpoint.
Own your customer relationships
As the industry faces the imminent deprecation of third-party cookies and the continued fragmentation of digital identities, having a strong customer data platform is essential. Marketers need to build holistic customer profiles and protect them with robust privacy and security controls—all in real time. With Microsoft Customer Experience Platform, you can power customer data unification and understanding, enrich customer data with privacy-friendly insights from multiple sources, and ensure compliance, all while honoring your customer’s consent.
Data privacy and security, especially in the pharmaceutical industry, is top of mind for companies and customers alike. This is the reason Walgreens and Boots Alliance, Inc. chose Microsoft to gain a unified, 360-degree view of their customers and deliver a world-class digital experience. Using Microsoft Dynamics 365 Customer Insights, Walgreens and Boots Alliance, Inc. is now able to deliver more engaging and tailored healthcare and shopping experiences, while protecting the privacy choices of patients and customers.
Create raving fans
Driving down customer acquisition costs and increasing lifetime value is a top priority for every business. And today’s marketers need granular data, scalable technology, and sophisticated analytics to achieve these goals. AI makes it easier to identify trends and insights to reveal new opportunities, but the average campaign led by data sciences can take months to execute, with a large portion of this time spent collecting data, cleaning it up, and running predictive models.
The Microsoft Customer Experience Platform helps you understand the intent, journeys, and behavior of customers on your web and mobile properties to optimize funnels and trigger personal experiences. With Microsoft, marketers have access to powerful out-of-the-box AI and pre-built models to predict key customer attributes like lifetime value, churn, lookalike, and interests, all designed to accelerate your time to market and deliver results.
Chipotle serves millions of customers a year and wanted to gain a deeper understanding of individual customer preferences and how they change over time. They needed to put multiple sources of customer data to work for them, including a loyalty program with more than 17 million members, point-of-sale data, a customer care center, and digital platforms. To accomplish this, Chipotle needed a comprehensive customer data platform to drive business insights and improve their return on marketing efforts. Today, Chipotle can gather and analyze longitudinal data in a more effective way to track key performance indicators such as repeat visitors, customer lifetime value, and customer sentiment. With greater insight into customer behaviors and marketing analytics, Chipotle can now directly target customers with messages that appeal to them—at times when they’ll be most receptive.
Engage in new ways
Customers today want real connections with brands that go beyond simple personalization. They want high-quality experiences that improve the way they live and work. To maximize reach and ROI, marketers must think beyond a linear customer journey and connect experiences across marketing, commerce, sales, and service. This requires precise use of customer data, integration into line-of-business applications, and seamless activation across a growing number of customer touchpoints.
The Microsoft Customer Experience Platform provides AI-orchestrated journeys so you can acquire and retain high-value prospects based on their interactions across advertising, email, mobile, social media, custom channels, and in-person touchpoints. With the integration between Dynamics 365 Customer Insights and Microsoft Advertising, you can easily activate your audience segments, expand your target lists with lookalike audiences and auto-generated remarketing. You can distribute these segments into Microsoft Advertising and other ad platforms without barriers, further extending your reach by meeting customers where they are.
Leatherman, the originator and category leader in high-quality multi-tools, pocket tools, and knives, sought a solution to meet their growing D2C (Direct to Consumer) communication needs. Leatherman leveraged customer journey orchestration to curate a more personalized customer journey and to create user experience continuity with their online store. The team was able to create a multi-touchpoint journey which allowed them to engage their customers across their commerce and marketing solutions using real-time custom events. This journey was executed every time a customer signed up or started to check out on their website. This allowed Leatherman to seamlessly activate new customers and to create opportunities for continued engagement along the way.
When decision journeys bring customers to your retail website, Microsoft PromoteIQ helps you monetize that interest. This was the goal when the world’s largest home improvement retailer, Home Depot, partnered with PromoteIQ to enrich customer engagement on its e-commerce site in the U.S. Managing and scaling these vendor-funded digital marketing efforts generated incremental revenue for Home Depot while also giving Home Depot’s vendor partners enhanced marketing controls to drive better conversion, increase visibility and learn from real-time performance insights.
Tap into a rich ecosystem of partners and digital agencies
Microsoft is excited to be working with a growing list of digital agencies to help organizations more efficiently unlock their data, predict customer intent, and deliver impactful end-to-end journeys.
“We are excited about the Microsoft Customer Experience Platform and how Microsoft continues to invest in this space. It has never been more important to have the right capabilities to unlock data to more effectively engage customers, to predict customer intent in the moment, and to deliver connected end-to-end experiences across the entire customer lifecycle.”—David Mitchell, CTO, VMLY&R.
“The advantages of digital transformation go well beyond a simple cost-benefit analysis. The announcement today of the Microsoft Customer Experience Platform gives businesses an end-to-end platform that encompasses transformation across infrastructure, data, and artificial intelligence to create real-time predictive customer experiences that create deeper understanding to deliver the right experience and brand behaviors and preferences clients want.”—Adam Good, Executive Director, Marketing Technology WPP Australia and New Zealand.
“Over the next few years, we’ll see the impact of the changes we’ve been through. We’re invested in experience because as we move to cloud, we’ll have data to make those experiences equitable, personalized, sustainable, & simple. Microsoft’s CX Platform helps pull it all together to make what’s next.”—José Reyes, PwC Partner, Chief Creative Officer and Experience Center Leader.
Learn how to create tailored, delightful customer journeys with Microsoft Customer Experience Platform that safely leverage and protect your customer data while inspiring trust and loyalty. We help you get the most out of your data by connecting with customers on your own terms, applying rich AI capabilities to glean the best insights, and engaging in powerful ways across the customer journey.
All of this is made possible with the combined power of products like Microsoft Advertising, Dynamics 365 Customer Insights, Dynamics 365 Marketing, Dynamics 365 Commerce, Microsoft Promote IQ, Microsoft Clarity, Microsoft Azure Synapse Analytics, and Microsoft Azure Purview. Find out more at Microsoft Customer Experience Platform and Microsoft Ignite breakout webinar.