Dynamics 365 Customer Insights unifies organisational data to deliver intelligent, actionable insights.

Dynamics 365 Customer Insights is an emerging suite of pre-packaged analytical tools, designed to help organisations achieve a high-level view of their customers, without having to embark on complex and strategic integrations. For many organisations, customer data is spread across a number of different platforms and technologies, causing segmented customer data. This can be the result of fast organisation growth, acquisitional activity or inflexible historical structures that have been put in place. Microsoft Dynamics 365 Customer Insights is built to address this critical data issue. In this article, we will provide an overview of how Customer Insights transforms disparate data into unified customer views with actionable insights.

Achieve a high-level view of your customers with Map, Match and Merge


Dynamics 365 Customer Insights unifies data from a multitude of sources. The solution enables organisations to bring together transactional, observational and activity-based data from not only Microsoft technology platforms, but a huge range of non-Microsoft data sources with ease, by leveraging prebuilt connectors.


To ensure seamless movement of external data, Customer Insights processes information to deduplicate and streamline, conforming data to the Microsoft Common Data Model. This ensures your external data entities will align and match with entities within the Common Data Model.


Once all data has been mapped and matched within Customer Insights, organisations can begin to enrich your data to build a more complete view of your customers, for example, by adding aggregated industry data from Microsoft verified sources.

The above set of steps are commonly referred to as the Map, Match and Merge part of a Customer Insights rollout.

unify data

Analyse your data, unlock insights and take action

Once the Map, Match, Merge process of the solution rollout is completed, organisations can begin to unlock key insights from the data. With unified data, organisations can segment customers and identify high-value customer groups or areas for potential growth.

This data can help organisations to see trends and patterns and gain actionable insights with configurable metrics and KPIs. By leveraging AI and custom machine learning algorithms, prediction models can be applied to gain further valuable insights, showing predictive customer intent and providing guidance on the next best action to prevent customer churn.

customer segments

Extend your customer data insights

Organisations can now use all this data and the associated analytics to drive personalised engagement with contextual customer insights infused directly in business applications such as Dynamics 365 Sales, Dynamics 365 Customer Service, Dynamics 365 Marketing or any other application using rich APIs. For example, organisations can deliver tailored messaging and content to high-value customer segments to capitalise on a high propensity to purchase.

If Customer Insights’ out-of-the-box dashboards and view creation do not give you the overview you require, Incremental can help you  leverage an out-of-the-box connector from Microsoft Power BI, providing organisations with customised dashboards.

The benefits of Customer Insights

  • A key benefit of Customer Insights is that it can be implemented quickly by a trusted partner. Customer Insights is a finished software-as-a-service (SaaS) application and self-service experience built on the Azure cloud platform, meaning our expert team can have you up and running quickly.
  • Customer Insights is cost-effective as it enables organisations to maintain control of data without costly migrations or integrations.
  • Customer Insights can support data privacy and GDPR compliance with enterprise ready security and built-in governance tools.
  • Lastly, but most importantly, investment in Customer Insights means you can trust in Microsoft’s expertise in providing world-class AI research, cloud, data and developer platforms.

To learn more about Microsoft Customer Insights and different solutions that can elevate customer experience, download our free guide: Understanding your customers in a digital world.