Powerful updates for Dynamics 365 Marketing are upon us with wave 1, and now wave 2 is right around the corner. A summary of features include: reusable content blocks for quick email creation, ability to continue customer conversations by taking action on SMS replies, multiple journey branches for more personalized variations, and new channel analytics dashboard to track delivery and engagement metrics across multiple channels.
Ways to Engage
Create variations of your engagement based on unique properties of your customer type. This might be a different offering that is more relevant to a type of customer vs another, or a variety of image assets that deliver a different aesthetic to your target based on a demographic. Even calls to action can have a variety of options based on the target’s data. AI can also be leveraged based on their profile, but also past interaction data. Compare the results of your journey and if your goal was met using a control group. Your data set for personalizing interactions for your customer is not limited to one area of dynamics. The Dataverse creates a unified data set on your customer across the Marketing, Sales, and Customer Service Product Suite.
It's About the Journey
Get complex without code with your customer journey. Two Journeys can be logically stitched together and Flow actions can be initiated during exceptions to the journey and deliver data to an inhouse representative when a particular event has been triggered.
Having a handle on your customer and making the journey unique to their engagement is not one size fits all. Moments-based features allow for specificity that makes your customer journey meaningful.
For example, the granular details of a particular trigger can be the defining line between a customer that has abandoned their cart with $5 of items in the cart versus the Customer that has abandoned a cart with $100.00 of items. Having logic to incentivize a customer based on their unique engagement can make the difference between the browsing customer vs a customer that is nearly to the finish line and is comparing you to your competitors. Maybe all the $100 customer needs is a little nudge with a $20 coupon to make all the difference. With the new features released in April 2022 for Dynamics Marketing, you will have a stronger handle on these defined triggers. Read more about this feature here: Preview: Personalize journey variations using multiple journey branches (Dynamics 365 Marketing) | Microsoft Docs
Text and Automation
Text Messaging is the preferred communication these days. Without the overhead of installing an app, SMS are a low overhead way to have a direct line of communication to a customer. The problem is, it is very natural for customers to expect that they can continue to engage conversation via text with a company. Now, with new features in Dynamics 365 Marketing, you can create flexible keywords to create conditions that tailor the customer’s journey. Fuzzy matching and semantic Analysis of keywords of customer responses can drive an experience for a customer that is adaptable, intelligent, relevant, and engaging! You can go more in depth to this feature here: Preview: Set up an automated SMS keyword flow in customer journeys (Dynamics 365 Marketing) | Microsoft Docs
Guide customers with reminders
Requesting a customer action to complete a necessary process can be a game of notifications, and frustration on behalf of a customer, and staff as well. For example a customer has engaged with customer service to create an application for a change to their service. The customer is then sent an email confirming the details and requires an authorization to submit the change. Using the Reminder Feature, a person can be sent reminders to take an action and once the action is complete and the logic is satisfied, they can exit the journey, or, be route the branch back to a traditional journey branch. Administratively, this feature doesn’t have the overhead of creating a cascade of branches to check the qualifying action after each action, it is implied that the reminder journey will continue until the condition is satisfied, or an expiration deadline for action has been reached.
For a history of the latest that has changed not just in April 2022 but every month and even farther back please look at the What’s new in Dynamics 365 Marketing page.
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