Covering Disruptive Technology Powering Business in The Digital Age

Times have been hard for businesses and consumers alike. The current state of the world has not exactly been the best environment for human civilisation as of late. On the upside, the challenges presented by the pandemic has brought about the accelerated digital transformation of the world.

With digital transformation comes significant changes in the way we do things. COVID-19 wreaked havoc on human life for a good year, inciting panic and forcing nations into lockdowns. During that period, we turned to the only thing we knew would provide us with our wants and needs while keeping us in the safety of our homes—the Internet. According to ‘The future of work after COVID-19’ report from McKinsey, e-commerce grew two to five times faster during the pandemic.

As purchasing behaviour changed with the abundance of online shopping websites and applications, so did customers’ expectations. Having the privilege of choice, consumers are demanding more from the vendors that they purchase from. Nowadays, it isn’t simply about the quality of the product or service but the overall customer experience, as 73% of customers point to it as being an important purchasing factor.

The modern customer is no longer interested in the random advertising of products we’ve received in the past but the time and effort businesses take to make us feel seen through their personalisation. Gartner’s survey found that 38% of businesses are at risk of losing customers due to their lack of personalised customer content.

In charge of these efforts are marketers. As customer needs have evolved, marketing tactics should not be held back in the past but instead, grow with them as businesses that do not follow the tide of consumer demands will perish in the end.

How to Achieve Customer Personalisation

The personalisation of customer experiences is not readily achievable as businesses do not have the budget to finance a single marketing team employee for each customer. In all honesty, that idea sounds very absurd. If only a single platform solution existed that could help plan, execute, and track personalisation for each customer while also nurturing leads and accounts.

Wait, there is! Understanding the needs of the modern marketer in this ever-demanding business landscape, Microsoft released Dynamics 365 Marketing to provide marketing automation for today’s marketers looking to personalise their customer experiences through multiple channels.

Some key benefits of Dynamics 365 Marketing are as follows:

• Engage Customers in Real-Time

Dynamics 365 Marketing allows marketers to orchestrate and design customer journeys that put them at the centre. Supplemented by content creation with dynamic authoring and digital asset management, businesses can hold customer interest. The solution also delivers seamless experiences across physical and digital channels according to customer preference.

• Win Customers and Earn Loyalty Faster

Through the design of end-to-end journeys, businesses can improve customer communications across customer-facing teams as the solution helps you nurture leads and accounts through sending periodic newsletters, transactional emails, and personalised notifications.

• Personalise Experiences With AI

With AI, marketers can create engaging content, run experiments to optimise content and turn customer insights into personalised actions. All the while improving the overall effectiveness of their marketing efforts with the display of real-time KPIs and dashboards.

• Build Customer Trust with a Unified Adaptable Platform 

An essential aspect of the current customer experience is security. By using Dynamics 365 Marketing, you can be assured of the safety and regulatory features built into the platform. As the needs of your customers and businesses change, you will have no problem customising and extending the functionality of the platform to fit your needs.

An added benefit of the Dynamics 365 Marketing solution is that it integrates well with Microsoft’s other offerings to overcome the problems of silos between the sales and marketing teams. This solution is handy for any business looking to elevate its customer experience. Whether you’re a B2B or a B2C company, Microsoft Dynamics 365 can serve you and your customers well.

Not convinced? Take a look at Manawanui, a New Zealand social services agency that extensively relied on Microsoft Dynamics 365 Marketing to create an information campaign and survey when the COVID-19 pandemic first hit. The information campaign produced with the help of Microsoft Dynamics 365 Marketing allowed the agency to distribute the correct information about COVID-19 to its clients at the start of the pandemic. With the fast results of the survey, Manawanui was able to promptly provide personal protective equipment (PPE) to its most vulnerable clients. The coordination of mass PPE delivery was only possible with the help of Microsoft Dynamics 365. Manawanui’s partnership with Microsoft Partner Network member Fusion 5 later influenced and supported the PPE distribution efforts of the Ministry of Health.

If your business would like to survive today’s changing business landscape, it’s time to start personalising your customer engagement and automating your marketing processes. Head on over to their website to learn more about Microsoft Dynamics 365 Marketing.

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