Our client is a global market and consumer research service provider that provides insights into consumer trends and market analysis. The merger of two companies created the challenge of making their customer communication more efficient and addressing their target groups in a targeted manner. The aim of the project was to set up a central data platform that would improve customer communication and identify new sales potential. By implementing Microsoft Dynamics 365 Customer Insights , Kunde was able to establish a central platform for consolidated customer communication and targeted market targeting in the field of market research.
The Challenge: Centralization and Process Optimization
The merger brought specific challenges that hindered clear and consistent customer communication. The main requirements and challenges were:
- Improved communication: The existing platforms often resulted in overlapping and conflicting messages, which affected customer loyalty.
- Personalization of the customer approach: There was a lack of targeted, dynamic communication strategies tailored to specific target groups.
- Identify cross-sell and up-sell opportunities: Fragmented data and siloed systems made it difficult to unlock new revenue opportunities.
- Efficient use of technology: The multitude of technologies led to redundant and costly systems that needed to be optimized.
The solution: Introducing Microsoft Dynamics 365 Customer Insights
To meet these requirements, INKUBIT implemented the Microsoft Dynamics 365 Customer Insights platform as a central customer data platform (CDP). This solution made it possible to consolidate data from the systems and create a unified view of all customers. The main measures of the solution included:
- Centralized customer data: The integration of both firms’ data systems enabled a unified view of the customer, which improved data accuracy and accessibility.
- Segmentation and personalization: The platform offered advanced segmentation and personalization capabilities that allowed for more precise marketing efforts.
- Cost-effectiveness: Consolidation of technology systems reduced redundancies and optimized overall technology spend.
Result: A prime example of digitization
The system has not yet been used for a long enough time to be able to analyze the effects precisely. However, the predicted results based on testing, discussions, and calculations with our client are promising:
- Improved marketing efficiency: A 20% increase in marketing ROI is expected through targeted communication strategies.
- Revenue growth: Sales are forecast to improve by 15% through optimized cross-sell and up-sell tactics.
- Reduce operational costs: IT infrastructure optimization is expected to reduce technology-related costs by up to 30%.
- Scalable solutions: The infrastructure is scalable and can support future business growth and adaptation.
With INKUBIT’s expertise and commitment, the pilot project became an outstanding success, highlighting both technical and business opportunities.