Johny Aguilar/June 23, 2022 /Dynamics 365/Customer Experience/ 3 min read

How to build an agile & great customer experience (CX) in the digital era

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How do companies build consensus around the “one customer” concept when data siloes abound? What are the most effective ways to solve these challenges when you don’t have the traditional product, marketing, and sales but, additionally you have data silos? I’ll share what I’ve learned from working with leaders across industries to answer these pressing questions and how to build an agile and great customer experience in this accelerating digital era.

The world we live in today is vastly different from the world we lived in, even just a few years ago. Technology has revolutionized our lives, allowing us to connect with people across the globe in ways we could never have imagined. At the same time, the digital world has also presented new challenges for companies, requiring them to adapt and evolve to stay competitive. The key to success in the digital era is to find a balance between the old and new, between data and personas, and between silos and synergies.

The 3 key enablers of customer experience


Hiring the right people and assembling a cross-functional team, starting at the top of the organization where a clear vision that is aligned to the business is put in place. And CX is everyone’s responsibility, so strong leadership that promotes that Business Units (BU), internal teams, and employees have a voice and a role in the execution of the customer experience (CX) program matters for the success of the CX strategy.


The actions and steps required to execute, track, and ensure CX efforts achieve business goals.


In this matter, Microsoft has created solutions to deliver more relevant customer engagements and build deeper connections using a platform that puts you in control of your customer data. That is because siloed data can make it hard to get a holistic view of your customers and create long-lasting relationships.

Microsoft Customer Experience Platform is a set of tools that help you build a customer-focused experience across your multiple touchpoints by leveraging the power of the cloud. Microsoft Customer Experience Platform empowers your organization to build a single, unified experience across all your channels and platforms, regardless of where your customers are, what device they’re using, or what they’re using it on.

That gives you the opportunity to build consensus around a single, unified vision for the customer experience and create a company-wide culture of innovation, growth, opportunity and unlock the value of your customer data.

Products that are part of the Microsoft Customer Experience platform

Customer Data

Dynamics 365 Customer Insights

Azure Purview

Azure Synapse Analytics

Microsoft Clarity


Dynamics 365 Marketing


Microsoft Advertising

Microsoft Promote lQ

Dynamics 365 Commerce

Dynamics 365 Sales

Dynamics 365 Customer Service

Technology is a fundamental component of the customer experience strategy. It allows organizations to collect, understand, and, most importantly, take action on the combination of the different data types that the company gathers.

With the Microsoft Customer Experience Platform, companies can:

  • Bring together real-time transactional, behavioral, and demographic data to create an enriched 360-degree view of your customers for actionable insights.
  • Determine the next best opportunity or action and deploy AI models to maintain a pulse on customer lifetime value and churn rates.
  • Utilize AI-driven recommendations both online and in stores to deliver personalized customer engagements across channels.
  • Give your customers the option to purchase when, how, and where they want—on any device—by delivering a frictionless and consistent engagement across online and offline channels.

In summary, great customer experience bases its success on People, Processes, and Technology. However, Technology is a critical piece, that enabler that allows people to carry out or automate the processes they’ve established and become an agile organization, meaning they’re able to adapt quickly to changing customer needs.

If you want to learn more about this end-to-end Customer Experience Platform, contact us, and a CX and Dynamics 365 expert will be happy to assist you.

Thank you.

Business Processes Management or Technology, What is First in Digital Transformation? 2

I hope you’ve expanded your knowledge in the Microsoft Customer Experience Platform and are ready to deliver enriched customer experiences.

Johny Aguilar

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Contact us to help you leverage the capabilities of Dynamics 365 Customer Service and excel in this digital era today.