MS Dynamics CRM

A successful customer insights project in 6 (+ 2) steps

great idea concept with crumpled office paper and light bulb

29. June 2021

Theres Baumgartner

How do you approach a customer insights project? We have summarized all phases.

What happens to the data:

From the data graveyard to the overall concept

A successful customer insights project in 6 (+ 2) steps

Planning & use cases

Before implementation, we discuss individual wishes and goals in the planning phase. The availability of the data and their sources are clarified, use cases are defined and an overall vision is developed. In a second review and prep step, the data are checked again and prepared for inclusion in Customer Insights.

The picture gallery shows:

1) The 6 phases of Customer Insights
2) Customer Insights overview
3) What happens to the data

The 6 phases of a Customer Insights project

  • 1) Ingestion: Customer & activity data are ingested from all sources.
    • 2) Mapping and matching: The profile data from transactional and observational sources are identified and analysed.
    • 3) Conflation: Data are merged into a single customer profile with proof of origin.
    • 4) Enrichment: The profiles are enriched with AI models and proprietary signals from Microsoft Graph.
    • 5) Insights: Findings are derived that automate and optimise the processes. Company and customer key figures are determined and individual segments are created for e.g. specific marketing activities.
    • 6) Action: Insights can be used across all channels with connectors and APIs. The result is a 360° view of customer profiles across all systems and tools.

Conclusion and go live with gorelate "Customer Insights in a day"

We are doing a workshop to train end users. Participants can familiarise themselves with the system in a demo environment without the pressure of making mistakes in the finished tool!

From our INSIGHTS ON AIR podcast (in German):

Theres Baumgartner and Martina Saller talk about the challenges of a digitized world.

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Let's talk about your project

Don’t feel like clicking through our website? No problem, just give us a call! Let’s make an appointment and discuss your CRM challenges face to face.
We look forward to meeting you!

NIKOLAUS MATEJKA

ACCount manager

+43 1 3000 944-63