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Today, customers want brands to anticipate their needs, provide personalized engagement, and offer effortless support. Businesses seek automation, increased loyalty, and dependability. Proactive engagement is the solution to create AI-driven proactive engagement experiences that enable enterprises to engage with their customers proactively on voice and SMS channels. You can integrate Dynamics 365 Contact Center and Customer Insights journeys for an AI-empowered conversational journey.
What is proactive engagement?
By using a blend of AI agents and customer service representatives, you can reach out through phone calling to engage with your consumers in meaningful conversations, leading to quicker transactions, faster case closures, and enhanced customer satisfaction.
Use cases
CRM system workflows
Use proactive engagement to automate workflows that trigger outbound calls and messages based on defined conditions. Examples include case closure notifications, automated data collection, status updates, alerts, and mission-critical engagements. You can trigger these engagements in the following ways:
- CCaaS API or Power Automate flows: Available natively with Dynamics 365 Contact Center. Use CCaaS APIs to integrate with non-Microsoft systems, or create a Power Automate flow triggered by changes to Dynamics 365 records such as a case status update.
- Customer Insights Journey triggers: Use journey triggers to initiate calls and messages when a record is created or updated. This option requires Dynamics 365 Customer Insights license.
AI agents-led proactive engagement
Use AI agents-led proactive engagement to enable AI agents, such as case monitoring agents, fraud monitoring agents, and personal agents, to initiate on-demand customer engagements. The Dynamics 365 Contact Center MCP server (preview) provides tools that allow agents to schedule outbound voice calls using customer details and time windows, without requiring manual API integrations.
Single-channel, single-step engagements
A single-channel, single-step campaign runs one action on a contact segment with optional retry logic. It doesn't branch out based on outcomes or orchestrate follow-up actions across channels. You can configure and run these campaigns within Dynamics 365 Contact Center. Some examples are as follows:
- Appointment reminder calls: A healthcare clinic reminds patients of upcoming appointments.
- Payment reminder messages: A utility company notifies customers about overdue bills by SMS.
- Survey outreach: A bank conducts a customer satisfaction survey by voice or SMS.
Deterministic multi-channel, multi-step journeys
A multi-channel, multi-step journey orchestrates multiple sequential or conditional actions across one or more channels, with branching logic based on customer responses, behaviors, or outcomes. Journeys can span multiple days or weeks and support cross-channel orchestration across voice, email, SMS, and push notifications.
You need Dynamics 365 Customer Insights apart from Dynamics 365 Contact Center. Learn about how to configure a journey using Dynamics 365 Customer Insights.
Related information
Configure proactive engagement
Use proactive engagement tables for reporting
Use CCaaS_CreateProactiveVoiceDelivery API