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Dynamics 365 Customer Insights: know your customers.

Dynamics 365 Customer Insights combines your customer data into unified profiles and uses marketing automation to run customer journeys on them. NAVAX connects it to your sales team, so campaigns turn into leads.

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At a glance

What is Dynamics 365 Customer Insights?

Dynamics 365 Customer Insights is Microsoft's solution for customer data and marketing automation. It unifies customer data from different sources into single profiles (Customer Insights – Data) and uses them to run real-time customer journeys across email, SMS and push notifications (Customer Insights – Journeys). Since 2023, both parts have been licensed together, replacing the former Dynamics 365 Marketing.

Who
NAVAX, Microsoft Solutions Partner for Business Applications.
What
Implementation of Dynamics 365 Customer Insights: unified customer profiles, segments, customer journeys and the handover of leads to sales.
For whom
Companies whose customer data sits in several systems and whose marketing team plans campaigns with lists and manual work today.
Outcome
One shared view of every customer, segments that update themselves, and leads that reach sales already scored.
Why NAVAX
More than 30 years of experience with business software and customer stories such as RTL AdAlliance.
Challenges

Three common marketing problems and how Customer Insights solves them.

Customer data in too many systems, segments built in Excel and campaigns that never reach sales.

  1. Your customer data sits in too many systems

    Today

    Contacts are in the CRM, orders in the ERP, newsletter subscriptions in the email tool and inquiries in the web form. Nobody sees the full relationship a customer has with you, and duplicates only show up when an email arrives twice.

  2. Segments and campaigns are built by hand

    Today

    For every send, a list is exported, filtered and imported again. By the time the campaign is ready, the list is out of date, and which email worked only becomes clear weeks later.

  3. Marketing and sales work past each other

    Today

    Marketing generates prospects, and sales hears about them late or not at all. Whether a campaign led to revenue is hard to trace.

Customer story

Marketing automation in practice.

With NAVAX, RTL AdAlliance brought marketing and sales together in a CRM with marketing automation.

  1. Customer story
    RTL logo
    RTL
  2. Before

    A faulty interface to the old marketing software: three people per segment, duplicates in the system.

  3. Solution

    CRM with marketing automation introduced, with prepared CX Packages instead of a planning phase.

  4. Result
    −83%
    time to build a segment

    83% less time for segments, maintained customer data, live after four months.

After only four months, we happily pressed the “go-live” button, and we have been working with the new CRM every day since.

Claudia Ostermann-Schabata, Director Marketing & Business Development, RTL AdAlliance
Read the RTL customer story
Who it is for

Is Customer Insights right for you?

An honest assessment up front. If more of the right-hand column applies, we will tell you so in the first conversation.

Tap the statements that apply to you.

A good fit if …

Another route is better if …

Your result
Nothing selected yet.

Select the statements above that apply to you. This is where you will see whether a conversation is worth it.

Use cases

What Customer Insights changes in your departments.

Choose an area. The use cases describe what Customer Insights can do, not what will bring you the most.

Employee with a headset smiling as she works on a laptop
Use cases for
Marketing

  1. Build audiences without Excel

    Customer Insights – Data

    Segments are created from criteria in the system and update themselves as new data comes in.

  2. Campaigns across several channels

    Customer Insights – Journeys

    A customer journey sends an email, SMS or push notification, depending on how a customer responds.

  3. Draft content with Copilot

    Copilot in Customer Insights

    Copilot suggests copy, emails and images, which your team reviews and adjusts.

Which use case pays off for you is clarified in the first conversation.

Services

What NAVAX does for you with Customer Insights.

We start with clean customer data, build your marketing on top of it and connect it to sales. Where standard features are not enough, we add AI agents.

  • Three men with name badges talking and smiling at a standing table

    Connection to Dynamics 365 Sales

    Prospects from marketing arrive in sales directly as leads. Customer Insights scores them first, and prebuilt dashboards show how the pipeline develops.

    More about Dynamics 365 Sales
    Dynamics 365 SalesLead handover
  • Employee laughing in front of a NAVAX laptop while explaining something

    Extension with AI agents

    Where the standard Copilot is not enough, NAVAX builds custom AI agents with Copilot Studio that work with your customer and CRM data.

    More about Copilot Studio
    Copilot StudioAI agents
  • Two colleagues discussing a sketch on a digital whiteboard

    Base setup following NAVAX best practice

    Before the first journey runs, the environment is in place: separated into development, test and production, with fixed procedures for every change.

    • DEV, TEST and PROD environments
    • Standardized deployments, pipelines and release management
    • Standard app with feature switches following NAVAX best practice
    • Monitoring for accounts and contacts
    Base setupRelease management
  • Two people talking at a round meeting table with a laptop

    Key user training

    Your marketing team learns to build segments, emails and journeys on its own and knows how the GDPR features in the system work.

    • Basics of Dynamics 365 and Customer Insights – Journeys
    • Email marketing, segments and journeys
    • Forms and GDPR features
    • Overview of event management and lead scoring
    More about training
    TrainingKey users
Process

How a Customer Insights implementation works.

Four steps from the first conversation to live operation. NAVAX implements close to the standard, which keeps the system stable and easy to extend. How long each step takes depends on your data sources and channels.

  1. 1

    Requirements analysis

    We clarify goals, audiences, channels and data sources and decide whether you start with customer data or with journeys.

    What you have afterwards

    An agreed starting point for your project.

  2. 2

    Implementation

    We set up Customer Insights close to the standard: data sources, customer profiles, first segments and journeys, and the connection to sales.

    What you have afterwards

    A configured system with your first segments and journeys.

  3. 3

    Data migration

    We migrate your contacts from Excel or your previous systems and remove duplicates.

    What you have afterwards

    A clean data set for your marketing team to start with.

  4. 4

    Training and go-live

    Your marketing team learns the system with real campaigns. After that, we support you during the first weeks of live operation.

    What you have afterwards

    A team that builds segments and journeys on its own.

NAVAX in numbers

We don’t just implement. We stay.

NAVAX builds its own software and has been running it for years. That is why we know what a system has to withstand in its tenth year.

30
Years in business
330
People
1,000+
Projects
8 locations in Austria and Germany
Microsoft Solutions PartnerISO 27001 certified (Information Security Management)
Microsoft Solutions Partner for Business Applications. ISO 27001 certified.
FAQ

Frequently asked questions about Dynamics 365 Customer Insights.

Questions we often hear before a first conversation. If yours is missing, ask us directly.

What does Dynamics 365 Customer Insights do?

Customer Insights unifies customer data from different sources into single profiles, builds segments from them and runs customer journeys across email, SMS and push notifications. It hands scored leads over to sales, and Copilot helps with segments, content and profile summaries.

What is the difference between Customer Insights – Data and Customer Insights – Journeys?

Customer Insights – Data is the customer data platform: it merges data into unified profiles, enriches them and delivers segments and predictions. Customer Insights – Journeys is the marketing automation: it runs campaigns and customer journeys across channels. Since September 2023, both have been offered under one license.

Is Customer Insights the successor to Dynamics 365 Marketing?

Yes. In 2023, Microsoft renamed Dynamics 365 Marketing to Customer Insights – Journeys and combined it with the former Customer Insights, now Customer Insights – Data, into one offering. If you still work with Dynamics 365 Marketing, you are already using the predecessor of Customer Insights – Journeys.

What is a customer data platform?

A customer data platform (CDP) collects customer data from all of a company's systems, such as CRM, ERP, online shop and email tool, and merges it into one profile per customer. Segments and personalized campaigns are built on that basis. At Microsoft, Customer Insights – Data does this.

Which channels does Customer Insights use to reach my customers?

Email, SMS and push notifications are built in. Custom channels can be added. According to Microsoft, conversational SMS and voice calls through an AI agent are also planned.

How does Customer Insights work with Dynamics 365 Sales?

Customer Insights scores leads from your campaigns and hands them over to sales in Dynamics 365 Sales automatically. Prebuilt dashboards show what your campaigns contribute to the pipeline. That way marketing and sales see the same picture.

How does Customer Insights support GDPR compliance?

Customer Insights – Journeys has its own features for this: compliance profiles define which consents apply to a message, double opt-in confirms new sign-ups, and recipients manage their subscriptions themselves in a subscription center. These features are a mandatory part of the NAVAX key user training. Your company remains responsible for the legal assessment of your consents.

How much does Dynamics 365 Customer Insights cost?

According to Microsoft's price list for Germany (as of October 9, 2026, billed annually, excluding VAT), Customer Insights costs €1,473.00 per tenant per month, with unlimited users, 100,000 unified people and 10,000 interacted people. If you have at least ten users of a qualifying Dynamics 365 app such as Sales or Customer Service, you can get it as an add-on for €866.50 per tenant per month. Prices can change; what applies to your volume is clarified in the first conversation.

Is Customer Insights worth it?

That depends on your data and campaigns. A Forrester study commissioned by Microsoft (Total Economic Impact, April 2024) calculates a 324% ROI over three years and payback in under six months for a composite organization built from customer interviews. It also reports 75% less time spent creating customer journeys. These are figures from that study, not a promise for your company.

What does Copilot do in Customer Insights?

Copilot summarizes customer profiles, helps create segments and journeys, and suggests copy, emails and images. Your team reviews and approves the suggestions. For your own processes, additional AI agents can be built with Copilot Studio.

Is Microsoft Dynamics being discontinued?

No. Microsoft keeps developing Dynamics 365, and with it Customer Insights, most recently with Copilot and AI agents. What was retired are older product names: Dynamics 365 Marketing became Customer Insights – Journeys.

Find out where Customer Insights fits for you.

In the first conversation, we look at where your customer data lives and how your marketing works today, and clarify whether you start with data or with journeys.

Read more

You might also be interested in.

The overview of Microsoft CRM, the sales app that Customer Insights feeds with leads, and the other apps.