Adam Good, Executive Director Marketing Technology WPP Australia & New Zealand

Bridging the gap between customer expectation and delivery

Microsoft has this week announced the launch of its new Customer Experience Platform. This includes the Dynamics Customer Journey Orchestration features that learn, understand, and orchestrate customer conversations and journeys each time an individual interacts with a brand.

 

Below I identify how this type of technology can help marketers bridge the 'gap' between customer expectation and brand delivery, and the important part Microsoft’s Customer Experience Platform plays in ensuring customer-brand interactions are always predictive, engaging and relevant.

 

Creative Transformation

At WPP, we maximise the power of creativity through an integrated offer of communications, experience, commerce, and technology.

 

Across these disciplines, our marketing agency leads and communication planners leverage large amounts of data to unveil important insights about customers. Using these insights, transformational creative experiences can be conceived that enable brands to reach customers via multiple spaces, both in the real world and across digital channels.

AI-powered CX insights

The importance of creating a successful customer experience stems from the earliest days of Direct Marketing thinking. However, the craft of customer orchestration (the way in which a customer interacts with a brand in real-time) has moved away from being based on a ‘gut-feeling’ or a ‘sense of how the wind blows’ to now being a data-centric science.


Microsoft’s Customer Experience Platform provides AI-powered insights that show how the customer journey unfolds. It enables brands to tailor messages based on as-they-happen insights to deliver hyper-personalised communications to customers. Long term, this provides a more engaging experience that is integral to the acquisition and retention of customers.


At the Ignite conference, Microsoft also announced Dynamics 365 Connected Spaces. This is a new solution that encompasses how people move and interact with nearly any space, from the retail store to the factory floor, alongside how they manage health and safety in a hybrid work environment.


The new software can be used in real world environments to harness observational data. It leverages AI-powered models to unlock insights about the space and respond in real-time to trends and patterns. In retail spaces, this means brands can help manage customer queues, gauge effectiveness of product displays and detect errors or opportunities to help improve brand marketing performance.


The future of marketing

The Microsoft Dynamics ecosystem has come a long way on its twenty-year journey to bring ERP and CRM software together into a single platform offering. From managing customer data on-premises, cloud, or as a hybrid variant of the two, these new Customer Experience Platform solutions are exciting for our industry and represent the future of effective marketing.


We're looking forward to seeing how we can leverage these latest Microsoft innovations here at WPP. The roadmap for Dynamics 365 and the Customer Experience Platform looks very bright indeed.

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