Knowing how your sales organization engages with your B2B customers can help you spot changes in communication patterns and understand the state of your accounts and how your organization interacts with them. Microsoft Dynamics 365 Customer Insights brings together transactional, behavioral, and demographic data, Microsoft proprietary audience intelligence, and third-party resources to create enriched, multidimensional profiles for both individual consumers (B2C) and business accounts (B2B). Data enrichment using aggregated email and meeting insights from Microsoft 365 offers even more information to help you engage with your customers more effectively.

The value of data enrichment for engagement

There are endless ways to use customer engagement insights. For B2B environments, information about organizations or companies and their related contacts can be used on its own or combined with other business data previously ingested into Dynamics 365 Customer Insights. For example, you can create a segment of accounts that have not had any meetings or emails with your organization in the last 60 days. Engage and reactivate those stale accounts using a customer journey orchestration platform like Dynamics 365 Marketing.

Here is another example, one of our favorites. You can create a measure defined as the ratio between the combined time your sales team spends in meetings with an account and the anticipated revenue from the account. Use that measure to easily identify accounts that have the largest mismatch between effort and revenue. With that insight, you can make informed choices about how much time your organization spends with those accounts.

How to enrich your account profiles with engagement data

To get started, add your data sources to Customer Insights and create your unified business accounts and related contact records.

Next, set up your enrichment options to use data from Microsoft Office 365:

1. Select the email addresses for which Office 365 data will be aggregated.
2. Review and consent to use your organization’s aggregated data in Customer Insights data enrichment.
3. Run the enrichment process, or let the system run the enrichment automatically as part of a scheduled refresh.

After the enrichment has finished, you can view the results, including the number of enriched customers and the number of processed emails and meetings:

All data is aggregated at the account level. A system-calculated engagement score of 0 to 100 is assigned to every account. The engagement score captures the engagement your organization has with this account relative to all your other accounts.

You can view account engagement, including the engagement score, on the individual customer cards. Also shown are the total number of emails and meetings over the past year, along with charts that show the email and meeting history. These views make it easy to spot any changes in communication patterns over time:

Data enrichment captures more than 15 data points, including the average duration of meetings, the number of people associated with the account who attended the meetings, and the number of days since the last email and the last meeting. Check out the documentation for the full list of aggregated data that account enrichment provides.

Next steps

Learn how your company can gain the most comprehensive view of your customers by visiting Dynamics 365 Customer Insights.

Read how you can enrich your customer profiles with engagement data in the Customer Insights documentation.

Sign up for a free Dynamics 365 Customer Insights trial to experience how you can create the ultimate 360-degree view of your customers.

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