Testing times
Our client is a leading global provider of testing, inspection, certification and calibration services with roots going back to 1827. Their mission is to make tomorrow safer than today.
The client’s existing legacy email-only marketing automation platform was limiting the marketing team’s ability to nurture customer relationships and create qualified sales leads. This software encouraged ways of working that required manual data manipulation, created duplicate records and led to an inconsistent client experience.
The marketing team needed a better tool to allow them to engage with clients and leads in a consistent, personalised and relevant way. They needed to be able to capture data via web forms, automate complex journeys using existing and newly-captured data and manage contact preferences.
Selecting for success
We worked with the client to determine the best option for them, selected Microsoft Dynamics Customer Insights Journeys. This allowed them to use the same data to power both sales and marketing interactions, for a consistent experience. Using Dynamics Marketing forms allowed easy capture, nurture, qualification and handover to sales of new leads. Reports and analytics ensure campaign managers and leadership have an up-to-date view of marketing performance and can test and learn.
Single platform promise
By building upon our client’s existing investment in Dynamics AX and Dynamics Sales, we established a single platform for all company data, reporting, actions and insights. Integration was smooth and the benefits quickly became clear:
- Churn improved greatly
- Upsell opportunities are identified earlier
- The model is able to learn and improve
- 50% of automated, daily assignments now lead to work
