How not to annoy your customers: CX strategies that build customer loyalty at scale

So welcome once again to today's webinar, How Not to Annoy Your Customers, CX Strategies that Build Customer Loyalty at Scale. Today we have Priyanka Woodier from Microsoft and Steve Smith from TTEC Digital. I'm gonna go over just a couple of housekeeping items before we get started. First is we will be recording this webinar. So if you have to drop early or if you want to access the content at a later date, you'll get that link to the recording in your email within a couple of days. We also have allocated some time at the end of the webinar for a Q and A session, so you can use the question panel within the webinar interface to enter any questions you have at any point during the webinar. I'm gonna be saving those questions to the end and then reading them back to the whole group so that everybody's on the same page about what the question is and our presenters can hopefully answer. So I think with that, I've concluded the housekeeping items, So I'd like to have our presenters just take a brief moment to introduce themselves. Yeah. I'll go first. So hello, everyone. My name is Steve Smith. I'm a principal solutions architect, at TTEC Digital. So we're a top Microsoft partner in the space of customer insights, Dynamics marketing, all the entire Dynamics Suite. And, we have the pleasure of actually implementing this product that we're gonna actually talk about today. So, very nice to present to you today. Priyanka? Yeah. Thanks a lot, Steve and Gary. Hey, everyone. Good afternoon. Thank you so much for joining us today. I am Priyanka. I'm a digital technical specialist from Microsoft. I have been with Microsoft for more than nine years in different roles focusing on Dynamics three sixty five and majorly on customer engagement workloads, which is sales, marketing, customer service, customer voice, and customer insights. And I have worked with customers from varied industries like retail, banking, manufacturing, and much more. So I am excited today to talk about how not to annoy your customers. And, we'll talk about how to deliver a better customer experience, without annoying them. So let's go ahead and get started. So as we start our conversation today and show you our amazing suit of products, which can assist you to change customer experience. We wanted to get started with the dialogue on why are we so focused on it today? Why are we talking so much about customer experience? We know that the world is changing drastically. All of us have felt it in the last few years. Last couple years have brought the economic uncertainty in front of us. Reduced consumer spend is leading to revenue drops, which is pretty evident. You are seeing it in the market. At the same time, customer wants more. Me as a customer, I want more, and I want a better experience. And if not received, customers don't hesitate to leave and go to another company, to another brand, or a competitor of yours. Meanwhile, there is also a huge shift in the work culture. Workers need flexibility. They need to be empowered to work efficiently and be more productive. And we have been hearing, we are in the news, technology transformation with AI is on everybody's top of mind today. Now these changes have brought a shift in our focus. You need to think about elevating the customer experience through better engagements, better customer service, quicker turnaround. Retaining your existing customer base is so important. It's essential because it is going to cost you more to get new ones, to get new customer base, and then you'll be spending more time and money to build revenue for yourself. So knowing how to also reduce churn by building your brand, by, delivering that customer experience and loyalty is very important. So how do you get there? That's what everybody would be thinking. And accomplish everything that I just mentioned and much more than that. You need to we need to get better at building connections and relationships with your customers and also within your business, within your organization, within your business line. And it's difficult today because we are not building better relationships with our customers. We are not communicating well within our business. Everything is transactional. We are not using the data that we have about the customer because we can't make sense of everything. Because everything is scattered in multiple locations, products, which eventually leads us to remain unactionable in situations where we could capture our customer's attention and focus, which eventually leads to driving retention, loyalty, and revenue. Now as a consumer, each one of you might have experienced frustration over disconnected experience, disconnected interactions. I have personally experienced it majorly, I would say, when I speak to my Internet provider. When I'm asked to provide my in info, not just for verification, but multiple times I'm asked the same question, which actually leads to a very frustrating experience. So all of us, even as a consumer, have been experiencing such frustrations. And within our business, we need to look at how to avoid that, how how to remove that frustration, like how we started, how not to annoy our customers. So how to get away from that and actually have meaningful conversations, which can lead to positive outcomes, which can lead for you to achieve your business outcomes and business goals that you are focusing on. Now in this slide, it's pretty wordy. But if you just notice some of the highlighted key customer expectations here, it's about receiving personalized experiences, having the convenience, access to current technologies and different mediums, quality of service, responsiveness to their needs, and crafted content for them. Don't as as a consumer, don't we love seeing content or an email with offers on a product or a service that we needed so desperately in that moment? Now because of these customer expectations that I just mentioned, you need to build a better understanding of your consumer base. You need to understand their behavior. You need to look at their footprint. You need to, have an exposure to their interest as well so that you can use that to deliver the expected experience. You know you have the data, but you need to think about how to use that data, how to even incorporate or leverage AI, how to get an AI assistance to deliver better value of that data. And today, we don't have abundant time, money, or resources to get to that. The major reason, as I have been saying, is for the difficulty in delivering customer expectation is siloed systems. Struggle to build that data warehouse. Having time and money that it basically expects. We will so as we go through our conversation today, we'll focus on how we can bring these siloed systems together and how we can build what we call as a unified profile. You can call it a three sixty degree view, a golden profile of your customer, and act on the data for your different business goals, efficient marketing activities, focus, customer service conversation, better selling behavior, exposure to data which can basically help you retain your customers, build more revenue, do more upselling, co selling. So how exactly that can be done once, we bring our siloed systems together? Now when you think about customer data points, a customer interacts with your company in different ways. As you can see on this slide, there are just way too many footprints that they leave at your end. And all these interactions are being stored mostly in siloed systems. So companies act that way as well. And as customer, customers can feel customer can feel that disconnected experience because of the siloed data. But customers don't act in silos. Customers expect every interaction to build upon the last. For example, if you are getting connected to somebody in customer service, you expect them to know what was the last interaction, what was the last email you sent them, or last conversation you had with their company. They expect every interaction to become more and more relevant and in tune with their needs as well. Like, having an irrelevant conversation just makes them think it's a waste of time. So if we don't deliver a better customer experience and if customers don't get that kind of interaction, they will leave seeking for that better customer experience. So let's go ahead and look at how can we unify that siloed data and activate it in your business applications, engagement platforms, advertising platforms, or simply just make the data handy for your frontline workers so that you can engage at the right moment, be empowered with everything that you should know about your customer, and deliver an exceptional customer experience, which eventually leads to what I have been saying again and again, your positive branding, building loyalty, retaining your customers. That's what it helps with. So at this point, I'll hand it over to Steve to help me help us show see that vision as how you can do that and how you can achieve these goals. Take it away, Steve. Hi, Steve. Are you there? We can't hear you. Yeah. I'm here. I'm just it wouldn't let me take over control, so now it just did. So I'm good now. Thank you. Can you hear me alright? Can hear you just fine. Alright. Good. Yep. So just give me one second. So I just wanna kinda start with, ask yourself, think about from your personal perspective, how many of you received an email from a brand that was irrelevant to you, was spammy, was an unwanted offer, and how did that make you feel? Like, and what did you do after you read that email? Did you unsubscribe? Did you block them? Did you report it as spam or as junk? Right? Versus how many of you received an email from a brand or service that knew who you were, valued you, and helped you. Right? And then what how did that make you feel, and what did you do after you read it? So it's really just think of it as your last best experience you had with the company. And from my opinion, based on being in more than a dozen loyalty programs in the restaurant space alone, Chipotle is one of the best examples that I've ever seen of an exceptional experience. If you're already in the loyalty program, you know firsthand what an exceptional customer experience looks like. Right? If you haven't, I'd encourage you to sign up for our loyalty program and just go to the restaurant once and and see the kinds of communication. It knows who I am. It knows my recent order. It knows what side items I like. I prefer guacamole. Right? And when my son receives an email, it knows that he likes queso, and he knows that that it knows that he likes the chicken bowl, and I like the burrito. Right? And it also talks about how many avocados were consumed, how it's helped local farmers in my region. And it's a one click to the local store ordering process. Right? So, and it's not just emails. Think about, customer service. You're calling, in in my example is Delta Airlines. Right? I call Delta Airlines. It doesn't answer the phone and say press one, two, or three to do this or that. It says, hey, Steve. You know, thank you for calling. You have these two scheduled flights. You know, which one are you calling about? Right? And then how can I help you with that flight? So it knows who I am, it values me, and it helps me. So you're gonna kinda hear that throughout the presentation about kind of our North Star in in an exceptional customer experience is one that knows the customer, values the customer, and helps the customer. You saw on one of Priyanka's slides, this slide, right? Data's coming from everywhere. So how do you know who your customers are and how they've interacted with you? We're gonna actually show that to you. And I'm I have a live demo that I'm gonna be doing after the next kind of six or seven slides where I'm gonna actually show you how we do that. We take point of sale data. We take social activity data. We take website visit data. We take customer data from all kinds of sources, and we load that data in. It's demographic data, like a person's age, gender, income, education level, occupation, geographic, where they're located, behavioral data about their browsing history, purchase history, social media, psychographic, what are their affinities and interests, their employer, their business, their job title, and all of the transactions or interactions that they've had, what they bought, where they ordered it, how they ordered it, how they had it delivered, and how they paid for it, all into a single, golden, unified record of the customer. And think about that unified record and what you can do with it. Right? So how do you show your customers that you value them? Right? You personalize your communications to them, so it shows that you value them as an individual, right? So think of this as an audience of one. This isn't you telling, you know, here's our monthly, you know, promos. This is this is a promotion specifically for you because we know your needs, we know your preferences. It's proactive customer service, so it goes beyond just emails, but all the way down to customer service, ensuring their satisfaction. And it shows that you're willing to go above and beyond to help them. And then loyalty and rewards and incentives, right? So it shows you you appreciate their business and you want to reward them. You may have tiers. You may have different, ways that you gauge recency and frequency and monetary spend. Right? And this isn't just for retail organizations. You can be banking, you could be professional service, you can be a power company, you can be a health care provider, a health insurance company. These are the same things across all of those. It's something that knows who I am, values me, and helps me. Right? If you're in health care and you send an email, it should say, hey, Steve. You are, you know, overdue for your, you know, yearly physical. Here's the doctor's name and address, right, or it's you are overdue, you know, for a colonoscopy or whatever it is. And it should have all of the information that's helping you, and it should be one click away from them activating on that email, you know, persuading them to take some kind of action. Maybe you're inviting them to a webinar, but you're telling them that it's a webinar that they should be interested in, here's why. And just to kind of take it, you know, one level deeper, right, so you personalize the communications, make a product recommendation to them on their past purchasing interests. Maybe it's a product that they've purchased before. Maybe it's a new product that, based on all of the previous customers like them, that they've never ordered. Right? So previous customers that look like your profile tend to buy this product, so I'm gonna recommend it to you. Right? Customize content and resources based on their preferences and needs, and tailor your message to really speak directly to their desires and their interests. Right? That's how you create unwanted, you know, irrelevant emails. Right? This is how you create an email that is that is actionable. And then that customer service, monitor the interactions and address issues proactively with them, like the Delta Air Lines example. You know, are you calling about this flight? Are you calling about this product? You have all of that information at the fingertips of your customer service representatives, your agents, your frontline workers. And then the loyalties and and rewards and incentives and offers that you're gonna make to them. Right? Provide early access to new products, that are interesting to them. It's not just a shotgun, you know, here's what's new this month, right? It's something that's exclusive, exclusively targeted to just that individual, right, or to that segment of individuals. And it's not just email, it's empowering everyone in your organization to have all of that information, that golden three sixty degree view of the customer, all of the interactions they've had with you and that you've had with them. Right? Every email that you've sent them, every phone call you've made to them, as well as all of the things that they've interacted with your brand. Right? Your brands. And it goes from marketing to sales to customer service to field service to product management. And it's really an opportunity for you to think of marketing not as a cost center, but a revenue center. Right? You are persuading customers to put more items in the basket, right? To purchase a new product, to purchase a new service from you, to take a service that they already have and upgrade that service to a better service, right? So it's across the entire organization that all of that information is available. So what I'm going to take you through is kind of these four things, and then I'm going to actually do a live demonstration. So the first one is, we're going to talk about how to unify your data. Then that creates the golden record. Then how to use predictions, AI predictions, on top of that data. Then how to activate it, and then how you build trust. And these things I'm going to show you live in a live demo. So first of all, you've got to connect to all that data. You saw the slide with all that data, all those data points. Connect to the data. We've implemented this product many times in production. There's never been a source of data we couldn't get to, regardless of how old the data was, the old the platform was. Whatever technology they're using, we've got a connector for that. We can connect the data and bring it in. Transform it intelligently by unifying it, deduplication, by matching the records together, matching on any combination of fields. And don't think of the matching process as a relational database kind of process. The matching process is any combination of any fields, and those fields can actually be, kind of filtered, pre filtered. So take the phonetic spelling of the name, you know, take the exact email address, look for transpositions and phone numbers, and it's these percentages of matching of these combinations of fields from these sources that really allow you to transform that data intelligently and create a golden record. And then you can use third party data to enrich the profiles of those customers age, gender, income, marital, I mean, all of that. There's third parties out there that we can connect to directly to actually enrich that data, those profiles. And then now that you have a three sixty degree view of the customer and an enriched profile, it allows you to do all kinds of things, predict customer intent, leveraging the out of box AI ML templates for things like customer churn, customer lifetime value, even product recommendations based on profiles of customers that look like your customers, right, or that specific customer. Spot trends and patterns in the data. It allows you to gain insights, with configurable metrics and KPIs, and then create richer segments. So think about all of that data going into a single profile, what you can do to use profiles to target audiences for specific messages. And then to take activation on that. So engage them with the right offers. The right offers come from marketing, and think of marketing as a way of communicating out to them, whether that's pushing an ad on a, you know, Google ads and Facebook ads and LinkedIn ads to emails and SMS text messages. It's pushing and engaging with the right offers. And those offers are really sales offers in some cases. So tracking the sales aspect of it, tracking the service aspect of it. If they happen to call in or they happen to go on your portal page and they wanna start a live chat with your your agents or they call in, you know, the platform supports all of that. And a single pane of glass for that agent to actually have at their fingertips all of that customer three sixty degree view. And on the far right, it's automate that experience and that process. So you can trigger workflows in response to customer service signals in real time using the Microsoft Power Automate functionality. All of that is enabled in the platform. And ultimately, it allows you to build trust. So, fully consented enabled platform, so that when a customer says, I don't want to be contacted about these kind of offers on this platform, but I will allow you to contact me related to these kinds of things, you're honoring consent across the whole thing. And it's harmonized consent across all of your channels. It really, you know, factoring in the AI components of it, having responsible AI, right, not targeting that individual, but targeting individuals that look like them, right? And having a responsible AI that's making recommendations and predictions based on more generic information and not specific to that one customer. But making a recommendation for every customer. So, last slide, I'm gonna do a live demo. So, I just wanna remind you that having a three sixty degree view of your customer allows you to create an exceptional experience across marketing and sales and service. Right? So I know we started the conversation by how to how to not annoy your customer with and and then we kinda hinted at the whole spammy emails, right, irrelevant emails. But this is across all aspects, whether you're getting an email making your product offer from sales, or you're calling into customer service, or you're just talking about what's traditionally called marketing emails. So I'm gonna switch over, and I'm gonna actually show you the product live. So the first thing that I wanna show is, this is what a unified profile looks like inside Dynamics three sixty five Customer Insights. So right here, I have the name of the customer and just some summary information. But on this left side, all of the data that we have about this particular customer. Right? We might have gender, birth date, phone number, email address, you know, home address, those kinds of things. Right? But we have a whole list of if if we had enriched the profile of this particular individual, we would have, you know, ethnicity groups and home value and, you know, other kinds of data. And on the middle column is all of the interactions that they've had with our brand, right? So here's all their purchases, here's all their loyalty, here's all their social media posts from Facebook or Instagram, have they completed a survey, etc. All of the interaction data that we can have all related back to this customer. And then on the right side, these are all the KPIs, measures, and AI recommendations. Right? So I'm calculating how many coupons we sent and how many they redeemed, what their net promoter score is, and I'm predicting, using AI built into the platform, what the customer churn score is, the customer engagement score, and what their customer lifetime value is. And then if I have brand interest affinity, information, I'm showing what brands and interests that particular client has. And that came all of that data came from all of these sources. Right? All of the brand point of sale data, contact information, email activity data coming out of your email system, right, Facebook transactions, Instagram, social media listening platforms. I can even use third party platforms, like Salesforce and Adobe and etcetera. Right? I can bring data in from any platform. And when I bring that data in, I can go through and say these particular fields I want to use for deduplication and matching. And once I've matched all of my data up, here's which fields from which source I wanna create as the source of truth. So if I get three customer names and three email addresses from three different sources, which one do I wanna use as kind of the the master, right, or the the trusted source? But if that email address doesn't exist in that system, here's the secondary and tertiary sources that I wanna bring it in from. This is what ultimately creates the unified profile, and then I go through and I create activities. So I take the activities and relate it back to the customer records. So I take all of the transactional data and relate it back. Right? That builds that middle column that you saw. And then taking the data and actually, using intelligence on the data, predicting customer churn, customer lifetime value, making product recommendations, using the out of the box AI models to do that. And you can tune these models based on recency and frequency and monetary values, and then ultimately create segments of customers so I can use segmentation within the platform. So think of this customer record. And I just went through, we loaded all the data, we related all the data, we're using measures to calculate and AI to predict. All of that goes into a single unified profile of the customer. Now what I'm doing is I'm gonna go over and I wanna create a segment of customers, Time Press moms or millennial parents or customers with high, lifetime value or customers with a high churn score and using intelligence, to look at overlaps between those segments or to even suggest segments based on different keys, you know, targets that you have, it will go ahead and create those segments for you. And those segments can be snapshot, they can be dynamic segments. Ultimately, those segments end up in your marketing platform. So, what I'm showing here is the marketing platform. And this is that same contact record that we looked at back here, unified golden three sixty degree view. Now, when I look at that contact record over here, I see all of the same information, including all of that marketing related information. And I can still go and look at the customer insights information itself, and it's gonna go pull the customer insights data and look at, you know, here's what we know about this particular customer. Right? Here's all of the interactivity that they've had with our brand. But that same view is the same view that I have whether I'm in marketing or customer service. So let's say they just started a chat with a customer service agent. All of that same data related to the customer. Right? All of the same customer insights, all of the insights into all of their cases, how they've interacted with our customer support organization, and even the sales. So I can go into sales, field service, customer service, marketing. Because it's a single platform, all of the data is shared. Right? So all of that golden three sixty degree view of the customer is right here at our fingertips. Infused with AI. So by the way, in the contact center, if the agent is chatting with a customer and the customer asks a question, there's a feature called a Copilot. And you'll be hearing about this feature because it's, becoming available, in in private preview, so you all have access to it. It's called Copilot. And it will actually look at all of the data about that customer chat, all of your knowledge articles, all of your cases, and all of the information that you've collected about that customer to help the agent answer questions that they're asking. And that same AI is available inside marketing to help you create engaging emails, persuasive emails, help you create segments, right, for specific audiences. So, completely infused with AI, with the ability to take all of your data, bring it together into a unified profile, really allows you to create an exceptional customer experience across all of your channels. So with that, I'm going to so a live demonstration, turn it over and ask our if we have any questions. And I'll go ahead and turn my camera back on. Yep. Here we go. Alright. Yeah. We do have a few questions. So I'll just read those back to you both, and you can decide who's gonna answer. So my first question that came in is, what if we had millions or billions of transactions? Can this product handle that kind of volume? That's a great question. I'll take that one, Priyanka. So we have customers that are live that do millions of transaction daily transactions. Right? So Microsoft's it's a cliffless platform, so it allows you to scale to millions and billions of records. So if you have millions of customers or millions of transactions or millions of web views, those kinds of things, completely scalable to be able to actually handle that. It's a great question. Great. Okay. The the next question I'm seeing here is, does this platform support different kinds of consent for customers, you know, for email, for instance, or text messages, that kind of thing? I can take that, Steve. So yes. When the unified profile which Steve showed you for your customers are being built, you can also bring in you can basically when we were talking about the ingestion phase, you can also bring in consent details to those profiles so that when you are building, like, the marketing segments list, which Steve showed you, you can avoid adding those customers to the list who have, not provided consent or who have said they don't want to be part of those marketing emails to receive any marketing content. So you that is being adhered by the platform. So and also, a customer consent can change over time. They can change it in future. So there's a scheduled refresh of that data as well in customer insights, which will help you stay up to date. Yeah. And and I'll just kinda add on to that. We are kinda pioneering with Microsoft, even adding multi brand consent. When I say multibrand, it's it's more, who is the customer, so where they reside geographically because you've got different kinds of GDPA, CCPA compliance, right, industry compliance. It might be HIPAA high-tech compliance or whatever it is, whatever industry you're in. But the multibrand allows you to now apply the consent across kind of segments of customers at the same time. So multilayer consent. Yep. Great. Thank you. Next question we have here. What about data in transit and data at rest for data sovereignty? Yeah. So, Microsoft's one of the most trusted platforms in the world, and fully compliant with data sovereignty. So if you have sovereignty rules for data at rest in a certain geographic region, absolutely supported by the platform, right? So in that region, those particular records, that's where they're stored. And then obviously in transit, fully compliant with, you know, kind of the latest industry standards for how you encrypt the data in transit. This is a cloud based product. Right? So a software is a service based product. So it's where that product is kind of, honed from, where the service is actually enabled, and then where the end customer or where your employees are interacting with that information, and what role every employee plays. So you're fully able to create the security rules around who accesses the data from within your organization and what's stored within the platform. Okay. As sort of a follow-up question that we have, where does all of this data live? So, the data lives in Microsoft Dataverse. It's a a Microsoft technology. It's it's kind of their version of, you know, the cloud storage for the environment. It's called Dataverse. And, I don't know, Priyanka, if you wanna, you know, as a technical specialist, talk about Dataverse a little bit. Yeah. For sure. So, when Steve was showing you the live demo, you you saw, customer insights where we are building the unified profile, and we are ingesting all that data. So I'm I'm I'm just one when whenever we ask this question, where does all this data live? So one thing is I have million of records in source a, million of records in source b and c. So if I'm ingesting so much where exactly it's going. So everything sits on the Microsoft platform. We have Azure components, which sits in the back end, which is going to hold your data. Now Dataverse is a place where we store all the data for the Dynamics three sixty five business application, like what Steve was showing you, from a customer record, which is either within sales, marketing, or customer service. So it sits on the Microsoft platform. There are Azure components in the back end as well, which holds it. Dataverse gives it a structure as well. You can see a data model as well when you think about storing customer data. So all these components come in play when the data is being stored after you ingest. I hope that answered the question. I don't see a follow-up question in that one, so looks like we're good. And then I I have one more question here, which is, do I have to buy all of CRM to be able to utilize what you're talking about today? Good question. I'll let you take it. Okay. Yeah. So when we think about and this is a very common question. I have been asked this question way too many times, and I know why this question might come up. When when we show different workloads, when we show, hey, customer insights, this is what it can do. And when we talk about the business application side, like sales, marketing, and customer service, which helps your business, your sales business, marketing, and customer service business do their day to day work. How is customer insights different? Is it a CRM product? It is actually not. It is part of the same platform, but it lives completely independent. It does not depend on rest of the workload. It can, it can help you when we were talking about the ingesting process. It can help you ingest data from either Microsoft data sources, Microsoft business application, or non Microsoft data sources as well. And I know I I think, Steve, you can maybe give some examples. As an implementation partner, I'm sure you have, worked through scenarios where you have had, customers with way too many different type of data sources, which was on the Microsoft platform and also outside the Microsoft platform? Yeah. So, we have a lot of customers that have a legacy third party platform like a Salesforce and Adobe, different CRM platforms, different customer service platforms. We've been able to integrate all of those platforms directly using out of the box connectors, with customer insights. So think the golden record, three hundred and sixty degree view, the interactions that you have with the customers. Right? You've got a a life cycle of having that data shared with those applications and those applications or services sharing the data back, because it's super important that we get the feedback loop. And I would just say that there's there's there's a number of customers where customer insights is the customer data platform, but they have a different marketing or a different customer service plat or a different voice platform. Right? And then we have a number of customers where it's all Microsoft and it's, you know, instead of us using these connector connectors, the out of the box connectors, we're just doing it natively in the environment. I have another question that just came in. Question is, what industry does customer insights seem to be most impactful in? Is it mostly paired with marketing, a marketing automation tool? And then, how could it pair or work together with other software tools? So most customer insights have I would say the best way to categorize it is business to consumer, b to c. Right? It it it shines very brightly in B2C environments. We have other customers that are live on the product that are in B2B. But think in a B2B environment, your customer, unified customer record, is really a distributor or a wholesaler or a retailer, a consumer instead of a customer. So it works equally as well in both environments. But, and I would say that, because it's a customer data platform, it's thought of first by marketing. But we see a lot more customers, where we're implementing it for customer service and even field service. And then sales. Sales is kind of a little bit of a byproduct of marketing. Because if you think of marketing as you're not marketing in the traditional sense, and I'll use air quotes since I'm on camera. Marketing in the traditional sense of kind of spray and pray marketing. You are digitally marketing to a target audience. Right? Digital marketing. Digital marketing is pushing out messages that are about product offers and incentives and loyalty and rewards that are driving sales. So I would say it's a mix between marketing and customer service, but it also spills over into field service, product management, product placement, field service, and sales. Yeah. And I Think about it. How you can use the customer data. Right? Yeah. We have one customer that wants to use it for frontline workers. So you walk into, this organization. They wanna actually greet you and and know who you are and value you and help you. So they're putting that in the frontline workers' hands on a tablet using a Power App. Right? So that customer walks in and you have all of the information right there on your tablet or your phone or whatever device you're using so that you can fully engage with that that customer and know who they are and value them right right there at your fingertips. Yep. Great. That is it for the questions that I've seen. Are there any other comments that you two wanna leave people with before we end today's session? So I I would just go ahead, Brianna. I'll let you go first. Okay. No. I I would say that, when you think about what we showed you today, don't restrict yourself to just the statements that we made. It's definitely beyond that. Just look at, just focus on what you are doing with the customer data. Is it helpful for you today or not? And how can you basically use that data to benefit to get benefits out of it out of your the customer data in your business? So just don't just focus on the pillars and goals that we showed you today. For every business, the goals are different. The requirements are different. The data type is different. So I'm pretty sure scenarios will be different for you. So think about that, and let us know. Let Microsoft and TTEC know about that, and, we can definitely connect with you to talk about it and brainstorm and see how exactly we can help you in that area. And I didn't script this out, but let me see if I can kinda summarize it. Many times a week, I meet with new customers, and they all feel like they're at a kind of level zero or level one maturity, it doesn't really matter where you're at today. We can take baby steps and get you move you up one level. Right? We can come in and consult with your organization about customer journey maps and, right, the, you know, interview your customers, your your your your employees, and create entire journey maps and help you figure out what your campaign goals are, how much value you can generate from doing these things. And we can also take you from a levels zero or one maturity to a level five maturity in six months to a year. Right? It's like so you have the tools. We have the capability to get you there. And I I would I would venture to say that there's no customer that I've not met yet that didn't already have all the data, right, or at least most of it. And if you think about the data and you say, wow, my data is really dirty, we hear that all the time. And the customer that says I have the dirtiest data you've ever seen, shocking, it's usually one of the cleanest. And the ones that say their data is really clean, it's usually the data that's the dirtiest. But we are we have the tools, to go clean that data up and bring it in and unify it. Right? And to empower your organization to really deliver an exceptional experience, right, for marketing and sales and customer service. So, we can do it. You can do it. The platform can do it. It's just a matter of, do you do you have, you know, is there a business interest? Is there a value to your organization to do that? And what is that value? Right? So and all you have to do is reach out to Microsoft, and or anybody at TTEC, and, we'll set up live demos like this customized to your specific needs and your particular interests. So if you had questions that you didn't feel like asking in this webinar, we can do another one just for you. We can set it up, and, you can spend as much time as you want going over the the whole platform and any detailed specific questions you have. So and thank you for attending. Yeah. Thank you, everyone. Thank you all, and have a great rest of your day.