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Gain actionable insights from your siloed data sources with Microsoft Customer Insights

In the second part of our series, Jay Fitzhenry, our Business Applications Transformation Specialist outlines practical applications of Microsoft Customer Insights for public sector organisations.


It’s important for any solution to complement existing data strategies, especially considering organisations may already have a mature approach to managing data. The reality is that these strategies, although well thought out, don’t necessarily consider how data will be re-integrated back into real-world application. Data warehouses will bring data together for reporting, but wouldn’t it be great if the insight generated could be actioned at once by system users? By working alongside existing data sources and systems, Customer Insights Data leverages multiple sources to create a master record which can be later integrated back into processes. 

By understanding customer interactions, regardless of the systems they are accessing, Customer Insights Data can inform customers in their decision-making processes.  

This is further extended when we make use of other Customer Insights capabilities such as those available through Customer Insights Journeys. Here, new methods of engagement across multiple channels are made possible. With Customer Journeys, customers can be engaged through their preferred channels, whether that’s through Email, SMS, WhatsApp or more. 


The actionable insights gained from using Customer Insights help inform how companies can react and engage with their customers. But what does this mean specifically for Public Sector organisations? We’ve listed a few real-world applications of Customer Insights and how it’s implementation can benefit public sector organisations. 

Improving Citizen Services 

By integrating data from across multiple services, Customer Insights can create personalised citizen profiles. These profiles then help government organisations tailor their services and communications to individuals based on their needs and preferences, improving public satisfaction and engagement.  

An example of this application could be when managing eligibility for free school meals. Customer Insights can identify a citizen’s profile which matches a need to provide this service and raise awareness through communicating their eligibility. Through email marketing, councils can engage with the citizen and inform them of any offers available to them based on existing information that’s available to the council – for instance, data from household income, benefits and social care systems can be used to find families that are eligible. 

Enhancing Public Safety and Health 

By joining multiple data points together and supplying a single version of the truth, health services can find patterns and outcomes which can used to predict potential public health issues. These can be proactively addressed by sharing information around how to minimise the effects of illnesses spreading or raising awareness about vaccinations or tests which are available. 

A common example could be finding those in the community who require yearly flu vaccinations. By tailoring communications, health services can get in touch with eligible citizens by SMS, email or even post.  This way, information is shared well in advance and users can be engaged to receive further information about vaccinations alongside supporting services. 


Want to learn more about how Microsoft Customer Insights – Data works and can benefit local councils? You’re in luck – you can sign up to view a webinar detailing how the solution, along with a live demonstration. 

Watch our on-demand webinar on how Microsoft Customer Insights – Data can help local councils to unify their data, and the benefits it can bring.  


Education and Outreach 

Educational organisations can make use of demographic information to create and tailor educational programmes to support outreach. By tracking programs and gaining information on effectiveness, engagement can be tailored and adjusted to meet community needs better. This could be linked to community funding for local education programmes, or working with national STEM initiatives to encourage volunteers to be involved based on students and volunteers having similar goals and needs.

Digital Engagement and Social Media

We’ve outlined how Customer Insights – Journeys can be used within the public sector but how can it further tackle social engagement?  By implementing social listening tools, Dynamics 365 can bring in information around public sentiment on various issues and initiatives. With a single view of their customers, organisations gain insights on customer engagement and have the ability to check metrics about how customers engage with specific activities.

The outcome of this can influence a content strategy and help find areas where funding can be strategically targeted to assist with overcoming blockers. By using insights from citizen data, targeted social media campaigns can address interests and concerns of different community groups, increasing engagement and participation in public programmes. 


As public sector organisations tackle how they bring data together, across multiple systems without incurring massive costs, the need for a combined data platform is needed more than ever. Microsoft Customer Insights – Data achieves this through a simple low-code system integration, comprehensive data merging rules and enrichment through external sources.

Adding to the list of benefits, Customer Insights Data can work alongside existing products, helping organisations use current investments and ultimately providing higher levels of customer service and increased efficiencies.


How do we get started? Contact us to find out how we can help you use Microsoft Customer Insights with: 

  • A free product demo tailored to your challenges.
  • Try out a free trial of Customer Insights Data using your own data.
  • Check your eligibility for Microsoft funding to get you started with the possibilities of the platform.