Welly Lee - Working with Microsoft Forms and Customer Voice: Efficiently Gather and Manage Customer Feedback, Insights, and Experiences

Efficiently gather and manage customer feedback, insights, and experiences

Welly Lee

BIRMINGHAMMUMBAI

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Written during the pandemic with special thanks to my wife, Anna, for her support, and to my parents, Inge and Aris, for their cheers.

Welly Lee

2020 has been a difficult year on so many levels. The challenge, however, drove human creativity and accelerated invention and transformation in healthcare, communications, education, commerce, and many other fields. We still have a long way to go, but many of those innovations will change the way we do things well beyond the end of the pandemic. For businesses of all kinds, the accelerated adoption of e-commerce is surely one of those permanent shifts. To create great e-commerce experiences, organizations must learn from data gathered from a dramatically expanded set of sources. The transactions captured in application software provide important context but are only the tip of the data iceberg. Signals gathered about what a prospective customer looks at on the web, how and when they shop, and the data that lets one customer be grouped with a population of similar customers provide an important backdrop for the transaction data. Health, economic, and demographic trends affecting the area where the customers live help businesses look forward to understand what is coming. Software like the family of business applications from Microsoft harnesses this broad collection of data to help businesses deliver the best personalized experiences for every customer with every interaction.

The breadth and depth of available data is amazing, but sometimes, the best way to understand a customer's point of view is just to ask them. In the digital world, that happens through surveys, and surveys are the role of Dynamics 365 Customer Voice. Customer Voice enables business users without a requirement for coders to create personalized, branded surveys that can be delivered at any point in the customer journey. The right survey, delivered at the right time, lets a customer feel heard increasing satisfaction whether the experience being surveyed was positive or negative. The wrong survey at the wrong time becomes an annoyance. Customer Voice lets business users create the right personalized survey and control the orchestration to deliver it to the right customers at the right time.

Other survey applications isolate survey data in another data silo. Since Customer Voice is built on Microsoft Dataverse, it is straightforward to connect surveys with customer transactions and the broader connection of data signals to provide a complete, contextualized picture. Personalized surveys are an essential component of a modern e-commerce strategy, and Dynamics 365 Customer Voice gives organizations the tools to build modern, personalized surveys, the orchestration to deliver those surveys to the right customers at the right time, and the data and intelligence platform to create powerful insights from the combination of survey data, transaction data, and the universe of other available data sources.

James Phillips

President, Digital Transformation Platform Group at Microsoft

As the world adapts to always-on, all-encompassing digital interactivity, cutting through noise and authentically connecting with a customer becomes exponentially more important, and equally, more challenging. Customers expect timely and personalized interactions, and for their favorite brands to act swiftly and proactively to their needs and wants. They want to be able to give feedback in the moment and then expect immediate action or situational awareness during the next interaction.

Likewise, business leaders across industries are searching for the most impactful way to instill a customer-centric culture within their organization. They are challenged with amplifying customer insights across their business, and across their customer's journey: from initial marketing touchpoints with prospects, through the sales cycle, and ultimately once customers begin to use their products and services. Dynamics 365 Customer Voice empowers businesses to collect deep prospect and customer insights and deliver them across each function of an organization, ensuring a seamless and delightful experience that results in customers for life and valued brand ambassadors.

Dynamics 365 Customer Voice converges with Microsoft's family of business applications to create a perfectly calibrated customer voice solution that transforms the end-to-end customer experience. With out-of-the-box templates, point-and-click usability, and AI-infused feedback management features, businesses waste no time with setup. Leaders can quickly deploy their surveys to listen to customers in the moment and across the life cycle to be armed with actionable insights in real time. This is exactly what's needed to foster a customer-centric culture, process, and discipline across an entire organization, where each business function is aligned to proactively address customer needs and deliver personalized experiences with every interaction across the customer journey.

This book provides the most comprehensive guidance to help you to implement a feedback management solution and program in your organization. The book not only includes the technical how-to instructions but also uses real-life examples to share survey best practices to help you create an end-to-end feedback management solution. Whether you want a simple pulse or NPS feedback template off the shelf or want to create more complex periodic surveys with branching, triggers, journey orchestration, and reporting, this book is for you.