October 24, 2023

Power of the Microsoft Digital Contact Center

Each of us wants to be well served, and every organization aims to boast a high level of customer satisfaction. The emphasis on this area is increasing, especially now when a significant portion of people declare that they make purchasing choices based on the brand and their positive experiences with it. However, the question arises: how to choose a solution that is attractive to the entrepreneur and functional for the recipients?


Multichannel is crucial to ensure effective communication due to the ongoing generational shift. A substantial consumer group still prefers communicating with Customer Service via phone calls. On the other hand, younger generations significantly prefer sending a short message to the brand on Messenger.

Within Dynamics 365, the Omnichannel add-on covers many communication channels that you can use almost immediately after implementation. Key channels such as WhatsApp, Messenger, email, website chat, or phone calls are supported by the system without additional integrations. However, you can also add your own channels, especially if you use external entity service providers not currently supported by Microsoft

An example of this might be Instagram. Many companies in the market use this platform for marketing communication, and as a result, many people may try to contact the brand directly through its messaging feature. In such cases, development work is required, but it has a tangible impact not only on customer satisfaction but also on the brand’s image as modern and innovative. For those who prefer to wait, there’s good news – a connector for this is in Microsoft’s development plans, so we can expect this option to be available “out of the box” in the near future.

Low Code/No Code

“The Digital Contact Center stands out primarily for its ease of construction. Both the bots, which can be used as IVR during voice calls, and traditional bots on the website, are quite simple to prepare – mainly by arranging building blocks. Minimal programming knowledge is required, limited to understanding variables and OData queries and their practical use. The same applies to Power Automate, which is used by bots and other areas of the Power platform, including those related to the Contact Center. There, we also use a block-building solution, with which we can create a personalized low-code solution .”

In reducing costs and speeding up the implementation of the solution, the service Copilot, enabled by Microsoft, is of great help. It allows us to write commands in natural language. Thanks to these commands, we can create a flow in Power Automate that is generated almost entirely by the system. Our task is only to verify whether it was created, meets our requirements, and make any necessary corrections.
“It’s important to note that Copilot’s goal is not to replace developers but rather to be their assistant in daily work and increase their efficiency by eliminating tasks that can and should be automated. Instead of spending an hour configuring modules, in 2 minutes, one can achieve the desired effect by describing the entire task in the generation window.

Undeniably, a significant advantage is the collaboration between Microsoft and Open AI (the creator of the GPT chat). Thanks to this collaboration, we have access to a multitude of connectors in Power Automate that, when integrated with Open AI services, allow for the interpretation of natural language. We can use both global models and build internal ones, so we won’t have to share company information outside our system. Our bot can then operate within documents on our Sharepoint or customer databases and financial results.”

So, all you need to do is feed the model with content, and it will deduce responses to questions from customers. These questions can pertain to basic data such as opening hours, the best way to get there, as well as product availability at a specific time and location. It can even confirm whether a product is compatible with equipment the customer already owns, based on the history of previous orders

One Ecosystem

The Digital Contact Center is also a response to current global trends that focus on reducing the response time of organizations to customer issues.

A significant advantage is working within a single ecosystem of Microsoft solutions built on the Power Platform. This allows us to access the same knowledge bases and customers used by other modules such as Customer Service and Sales. We can see the entire history of interaction with a particular customer, their purchases, post-sales operations, and interactions with marketing materials. With such a comprehensive customer profile, a consultant in conversation knows, for example, the equipment model the customer is inquiring about. In this way, we make the work of agents significantly easier, speed up the entire support process, and increase the efficiency of Customer Service. This results not only in cost reduction but, more importantly, in customer satisfaction. Customers don’t have to provide the same information five times and receive feedback much faster.

A crucial feature that not only streamlines customer service but fundamentally changes it is transcription available as part of voice channel integration. Every conversation that goes to both the consultant and the bot is saved. The system creates a text transcript of the entire conversation, performs sentiment analysis, marks key points in the conversation, and analyzes them.”

A quick glance at the summary generated by artificial intelligence is enough to learn the key moments of the conversation. We can also easily access such a recording because on the timeline of the conversation, we have marked places where the customer was dissatisfied or expressed interest in a new offer. In this way, without spending dozens of hours, we can prep   are very detailed analyses of specific customer behaviors and develop strategies for improving the satisfaction of such customers more quickly.

Another advantage is that within the Contact Center, phone numbers can be leased from Microsoft – in this way, we limit the number of entities and, as a result, consolidate all services and support with one provider. There are no obstacles to preserving the pool of numbers that customers already know and integrating existing telephone infrastructure with Azure Communication Services.

Moreover, in situations where Customer Service notices an increased number of inquiries and the wait time for a consultant is extended, the system can propose leaving a voicemail. In this case, the unified distribution mechanism recognizes the type of inquiry and sorts them. Those that require the fastest interaction are treated with priority and appropriately marked for agents

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