Send targeted surveys with Dynamics 365 Marketing and Dynamics 365 Customer Voice

Dynamics 365 Customer Voice is Microsoft’s powerful solution for customer feedback management. With it, business can easily create, send, and analyze surveys. To learn a bit more about the general designing process of surveys, our blog here can provide some insights. As part of the Dynamics 365 ecosystem, Customer Voice is easily integrated with other applications like Dynamics 365 Marketing. This integration allows businesses to automatically send out surveys to targeted segments created in Marketing.

Segments in Dynamics 365 Marketing are used to define groups of contacts based on specified attributes. They can narrow down the audience based on characteristics like recent purchases, actions taken like attending events, or things like demographic and geographic data. If you are not fully familiar with the creation and capabilities of segments, you should check out our blog all about segments.

Adding surveys to emails

After creating a survey in Customer Voice, there are a number of ways it can be added to emails in Marketing. The easiest method is to simply drag a survey element from the email designer toolbox onto the email canvas. This creates a customizable button that will link to the survey that is designated in the properties pane.

Alternatively, survey links or QR codes can be created and pasted into the email. Both are created in the Send tab on a survey in Customer Voice. Select either Link or QR Code to generate the link and add it into the email as desired. Once the email has been created with a link to the survey through any of these methods, it can be distributed to a segment via a customer journey.

Additional automation in customer journeys

Customer Voice surveys allow for additional automation options to be used in customer journeys as well. Email tiles on the customer journey can have survey elements added which will open up new actions further along the journey. Simply click on an email tile with an assigned email and open the Email Elements drop down. Use the Customer Voice survey field to link the desired survey to the tile.

Now, if/then tiles can be used to create automation based on engagement with the survey. For example, if a survey respondent gave a negative response to a net promoter score for a product on the survey. A follow up email could be sent to better understand the customer’s discontent with the product. Maybe it was a positive response and an email could be sent to ask the customer to leave a review on the product. There are many actions that can be taken based on survey engagement.

Tracking email/survey results

Using surveys in customer journeys gives the opportunity for additional insights to be gleaned from how the customers respond to the emails and surveys. Customer journey insights can show how many users moved through each tile and what actions were taken. By using an if/then tile to break up the audience based on survey responses, it can be quickly determined how many respondents had a certain sentiment and how they further engaged with the journey. Customer Voice will have the same reports and analysis options as it normally does for surveys distributed with Marketing.

Getting started

If you’re interested in learning more about Dynamics 365 Marketing and Customer Voice and how your business can make use of their features, click the below to speak with one of our consultants and get a system demo.