Dynamics Customer Insights between Marketing and Reality: Does It Really Deliver?

Customers Insights is a module integrated into Microsoft’s Dynamics product, a CRM tool destined for keeping track of your organization’s network. The principle behind Customer Insights is analyzing different parameters of your customers’ interactions with your brand or organization and providing insights created with the help of AI and machine learning.

Microsoft’s Dynamics Customer Insights made some big promises: data integration and warehouse and analytics tools combining different source systems together. But, does it really deliver?

Putting AI to Work: What Is Customer Insights

In an organization, there are many types of client interactions to consider, from the results of marketing campaigns to the engagement with your brand, web analytics, rewards programs and many others. For a healthcare provider, monitoring the interactions with patients and prospective clients is very important, as a part of responsible data management, as well as obtaining an increased reach on the market.

Customer Insights is meant to bring all this data together to create a holistic view of the interactions in your network of contacts. This enables you to address different types of issues separately, in a personalized way, without wasting important time and management resources. Automation and AI are what make Customer Insights such a brilliant tool for organizations, as it offers an efficient way of gathering data about your interactions with your clients, then provides intelligent insights that make your data usable in future strategies.

With Customer Insights, you can:

  • Better know your customers and how they relate to your organization;
  • Follow trends and evolutions, and make the best decisions for the future;
  • Segment your audience into relevant categories that will be treated differently.

It’s all about gathering and organizing client data in a relevant way and using intelligent software to drastically reduce the time needed for this kind of thorough evaluation.

Presenting the features of Customer Insights

The primary way that Customer Insights works, is by merging data coming from different applications, then analyzing it with the help of AI and providing intelligent insights based on machine learning.

Customer Insights is organized in key features, and organizations can use them to their liking.

Here are some of the most important features:

  • Enriching databases with extra information from other sources;
  • Segmenting: creating customer groups based on user-selected criteria;
  • Measures: visualizing data.

Real-Life Applications

As you can see, this type of data centralizing software is quite clever and interesting. But how can you apply what it does to bring real-life results in your organization? Let’s visualize some of the coolest features of Customer Insights, by providing some examples.

Let’s say a big, private hospital uses Customer Insights. Here is what they can do with its help:

  • Import data from other sources and compile it into Customer Insights;
  • Segment their patients using different variables: from the frequency of visitations to preferred doctor, past complaints, demographics, medical information, insurance policy status, etc.
  • Communicate through personalized messages that will increase patient engagement;
  • Observe trends and predict certain evolutions;
  • Maximize the efficiency of the medical staff and decrease the time spent by the patient in the hospital;
  • Improve their customer services.

As you can see, the applications of intelligent data compiling software are endless. It all depends on how you use your data.

What’s the Catch?

First of all, if Dynamics, in general, is quite a user-friendly platform, the Customer Insights module should be best set and used by someone who is tech-savvy, as it’s a complex data analysis tool.

Other disadvantages that might come from using Customer Insights is an initial need to invest time and effort into centralizing all databases, training the staff to work with the new system and make sure the data they input matches a certain structure and possible delays due to this initial learning curve.

Another possible challenge that comes from using such software is related to security concerns. Especially in the healthcare domain, the security of patient data is a very important issue, and any data management platform should have a high level of security. There is no weakness that I could pinpoint concerning Dynamics Customer Insights in particular, but it’s more of a general concern when it comes to patient data in digital format. What I would improve about Dynamics Customer Insights is the interface, as I would like it to be mobile-friendly and to give me the possibility to set notifications. These small details can become a nuisance when dealing with time-sensitive activities, and a healthcare organization has to focus on delivering its services on time.


The world we live in modern societies relies heavily on data. This is why customer interactions have transformed from a unilateral, simplistic view of an organization’s audience, to a very personal, emotional and complex relationship between brands and consumers. Gathering complex data and being able to analyze it can make a huge difference in today’s market.

Dynamics Customer Insights is a brilliant database centralizer for healthcare organizations and other types of businesses and institutions. It provides highly valuable insights through AI and machine learning, by merging information coming from many different sources. If its potential is used properly, it can make an organization more prepared when making decisions, more engaged in the relationship with its clients and more efficient when it comes to CS optimization.

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