Recently I worked on setting up a Unified Customer using Microsoft Customer Insights for Magnetism Solutions.
But where do you start?
Essentially having insights into a unified customer profile, you can then better target customer engagements through actions like campaigns and support activities.
So, best to start with what your business wants to achieve with your customers.
At Magnetism we provide support contracts to our customers ensuring they have peace of mind, knowing they can get hold of us with any issue or uncertainty they might have with their system.
With this in mind we asked what is the goal we would like to achieve ensuring a better customer journey?
We came up with the following:
1. We wanted to better understand our customers support needs
2. We wanted to ensure that we are meeting those needs
3. We wanted to ensure that we are providing our customers with the correct support contracts
Once we knew the goals that we wanted to achieve, we needed to confirm what the correct data required to achieve these goals is.
We use several platforms to ensure optimal support to our customers. So, we had a look at our customer journeys as we’ll be able to establish the key touchpoint we have where vital information is captured.
During the initial sale our customer will work with our Sales Team to establish the best suited support contract. We store their Account and Support Contract information within Dynamics 365.
Our Support Team then support our customers through tickets within Zendesk.
Dynamics 365 and Zendesk will thus be our key data sources for our Customer information.
Using Customer Insights, we were able to pull information from these data sources together into one Customer Profile.
We kept it simple and only used the information we knew we needed to achieve our goals. We can always add more information from these data sources at later stages to focus on new goals. Keeping it simple meant we could maintain our focus and manage our data easily.
With the unified Customer Profile, we attained our goals by acting and incorporated the following features:
We wanted to better understand our customers support needs, to achieve this we set KPI Measures to view each Customer’s Total Support Tickets logged as well as the Support Total Hours spent to resolve them. Giving us a better understanding of their support needs. We made this visible to our whole Team via the Customer Insights Customer Card.
We wanted to ensure that we are meeting those needs, so we segmented our customers where SLAs were not met into groups. We then actioned a Power Automate Flow that triggers an engagement plan for our Customer Success Managers to contact these Customers, ensuring we keep our standards high.
We wanted to ensure that we are providing our customers with the correct support contracts that matches their actual needs, by segmenting our customers into groups where for example, they have logged tickets within business hours or where they have logged tickets outside of hours, we could pull this information into useful Power BI reports that our Project Team can monitor to then confirm the most suitable support plans for our Customers.
By following these easy steps:
• Set goals to ensure a better customer journey
• Confirm the correct data required to achieve these goals
• Keep it simple, only use what you need
• Confirm what action can you take to attain the goals required
We were able to act on the valuable information scattered across multiple data sources, captured by several team members. Ensuring a better unified Customer journey throughout.