Continued advancement of communication technology has provided marketers with the tools to reach audiences faster and on a broader level. As such, marketers need to keep moving faster and faster to stay ahead and keep their customers engaged. Marketing automation tools like customer journeys in Dynamics 365 Marketing allow for that instant connection to be made when potential customers first express interest. Coming up in April, Microsoft will be releasing real-time customer journey orchestration capabilities for preview.

What are real-time customer journeys?

Real-time customer journey orchestration helps to expedite the process of creating customer journeys in order to more quickly engage with customers and better personalize their experience. Traditional customer journeys in Dynamics 365 Marketing are based around defined audience segments. Real-time customer journeys focus more on each contact and how they interact at each point of contact. Dynamics 365 Marketing will examine the customer’s behaviors and make adjustments to its actions to better reach the customer.

The interface of real-time customer journeys is vastly different from classic customer journeys. This example shows a journey that uses some tile options not really seen previously. As users access the in-store Wi-Fi, they are automatically put on a journey and sorted based on customer loyalty status. The panel on the right side also displays analytics of the journey as it occurs. It even shows the journey’s goal description to keep the data in perspective. Journeys like this can be made for a wide variety of interaction points such as this Wi-Fi connection journey.

Personalization through AI suggestions

Customers are barrage with messages on all channels all throughout the day. It can be difficult to plan messages that are able to effectively stand out and engage with your audience. As part of Microsoft’s 2021 Release Wave 1, Dynamics 365 Marketing is receiving enhanced AI recommendation capabilities for nearly all points of marketing execution segments, content like the new email editor, and analytics. These AI personalization recommendations also expand into customer journeys with better segment targeting and channel optimization.

Better insights for better actions

With Dynamics 365 Marketing’s increased use of customer engagement behavior to target and execute content, data and insight process platforms Like Dynamics 365 Customer Insights will not only just have more data to use, but it will be higher quality. This will help it to create segments and individualized journeys personalized with expansive profile information for the customers. Dynamics 365 Customer Voice is also receiving its own real-time survey functionality. Surveys included in customer journeys that report poor satisfaction from the customer journey can be automatically halted and send notification for a team member to follow-up.