Omnichannel Customer Service with Dynamics 365: Building a Unified Customer Experience

hareesh ch
May 30
7 min read

Why Omnichannel Matters Today

Let’s be honest: you can’t build a relationship with today’s customers through just one channel. They’re bouncing between live chat at lunch, emails at midnight, and tweets when things go wrong. And they expect your brand to be right there with them: predictable, repeatable, scalable, frictionless service inquiries across any channel, any time, and any device.

Modern customers expect seamless support across every channel. In fact, research shows that 90% of customers want a consistent experience no matter how they reach out. That’s huge. And companies that nail omnichannel support are seeing nearly triple the customer retention compared to those stuck in siloed systems.

The bottom line? If your support channels feel like a disconnected mess, you’re not just frustrating your customers—you’re likely losing them. It’s time for something smarter.

Understanding Dynamics 365 Customer Service with Copilot

Dynamics 365 Customer Service (D365 CS) is Microsoft’s CRM solution for support centers. Out of the box, it provides case management, unified customer records, and a built-in knowledge base. It’s built on Microsoft Dataverse (Common Data Service), so all customer data lives in one place, giving agents a 360° view of each customer. Think of it as the hub where all your customer conversations, like email, chat, voice, and social media, come together in one place. No more hopping between tabs. No more dropped threads.

But the real magic for omnichannel comes from the Microsoft D365ce Contact Center solution, along with Microsoft Copilot. This robust solution “enables organizations to instantly connect and engage with their customers via channels like Live Chat, voice, and SMS, among others”. In practice, Microsoft provides one unified, customizable, persona-driven workspace.

Whether someone’s tweeting about a delayed order or chatting through your website, your agents get all the info they need, instantly. Dynamics 365 even integrates AI-powered tools: for example, agents get real-time suggestions and call transcripts powered by Copilot and AI.

Inside the Omnichannel interface, reps see contextual customer identification and notifications as soon as a conversation starts. A sidebar can surface recent orders, key account data, or prior support tickets, so the agent never has to ask the customer to repeat themselves. Agents also have productivity widgets: for example, quick searches of the knowledge base and easy case creation right in the chat or call window.

Managers and supervisors aren’t left out: they get dashboards and analytics (built on AI) that show workloads, trends and service quality across all channels. In short, Dynamics 365 Customer Service (with Omnichannel) is designed to break down silos and make cross-channel support feel effortless.

Translation? Your agents look like superheroes. Your customers feel seen. Everyone wins.

Common Challenges in Fragmented Service Systems

Many organizations have traditionally run customer service in disconnected ways, creating big headaches. Here’s what usually causes the chaos:

Siloed systems and data: When customer data lives in separate systems (email platform, chat tool, phone logs), reps lose time hunting for information. They can’t see the full history in one view. Over half of companies admit these silos prevent seamless service.

Multiple tools/inboxes: Agents often juggle half a dozen apps or inboxes. For example, they might have one window for web chat, another for email, a phone softphone app, and a separate social media dashboard. This “swivel-chair” approach leads to errors and context loss.

No 360° customer view: Customers get frustrated having to repeat details when they switch channels. Without integration, each chat or call starts from scratch. Fragmented channels make it “ever more complicated” to maintain a unified customer profile, and many organizations still lack a true single view of each customer.

Inefficient routing: If an inquiry arrives in the wrong place, or if agents lack skill information, customers get passed around like a hot potato. Unpredictable routing causes long wait times.

These challenges translate directly into customer frustration: people want quick answers and personalization, not slow, disconnected service. They will leave for a competitor offering a smoother experience. The good news is that Dynamics 365 Omnichannel is built to solve these exact problems.

How Omnichannel Routing Works

A core piece of the puzzle is unified (omnichannel) routing. Dynamics 365’s routing engine is intelligent and scalable: it handles all channels in one system, making sure every incoming case goes to the right queue or agent. When a message comes in, whether it’s an email, a live chat, or a voice call, Dynamics 365 immediately figures out:

What’s this about?
How urgent is it?
Who’s the best person to handle it?

In practice, unified routing works in two main stages: classification and assignment.

Classification: When a new inquiry arrives (e.g. a customer starts a live chat or sends an email), D365 first analyzes it. Administrators can configure rules or even machine-learning models that tag the interaction with metadata. For instance, the system might detect the language, urgency, product line or VIP status from the message. These attributes get attached to the case.
Prioritization & Assignment: Next, D365 looks at all waiting work items (across email, chat, phone, etc.) and prioritizes them. Then it assigns each case to an agent or queue that fits the criteria. It considers factors like agent skills, current workload, availability, and customer priority. The unified routing engine uses skills-based routing to automatically assign incoming work, matching to the best representative and decreasing resolution time.

This two-step process means, for example, that a high-priority VIP’s chat about a technical issue could be tagged as urgent and routed directly to a tech specialist who speaks the customer’s language. Meanwhile, routine questions go to general support. Because routing is truly omnichannel, it balances the load across all types of work. D365 “creates a unified view of workforce utilization across multiple channels” and routes everything consistently. The result is faster first-response times and higher first-contact resolution, since customers almost never need to be transferred between agents.

Tools and Features: Unified Dashboards, Teams Integration, Knowledge Base

Here’s what makes Dynamics 365 more than just a glorified inbox:

Unified Dashboards and Insights: Managers get real-time data on everything from agent workload to customer sentiment. If a queue gets jammed or complaints rise, they’ll know. There are also predefined dashboards that merge traditional BI data with AI-driven insights, making complex data easy to digest.

Integrated Knowledge Base: Agents can pull up how-tos, policy info, and product details right inside their workspace. Even better? AI can suggest the right article mid-chat.

Voice, Chat, and Social Channels: With Omnichannel for Customer Service, phone calls, SMS, web chat, Facebook Messenger, Twitter, and other messaging channels all plug in. In short, whether a customer tweets a question or starts a live chat widget, it becomes just another work item in D365.

Microsoft Teams Integration: D365 brings in Teams. If a support case requires internal collaboration (say a complex product question or an HR inquiry), agents can use the Omnichannel Add-in to start a Teams chat or meeting directly from the case. This embeds subject-matter experts into the flow: agents never have to pick up the phone to another department or context switch out of the CRM.

AI and Copilot Assistance: (Bonus feature) Dynamics 365 now includes an AI assistant known as Copilot in Customer Service. It can draft responses to customer questions and suggest relevant knowledge-based content on-the-fly. For example, when an agent is composing a chat reply, Copilot analyzes the conversation context and proposes a helpful answer. These AI-driven helpers further reduce response time and training overhead.

Put it all together, and you’ve got a workspace where agents can handle complex support with the grace of a well-choreographed dance. The combination of unified routing, shared KB, rich analytics, and collaboration means every shift feels easier and faster.

Benefits: Improved CSAT, Reduced Handling Time

The bottom-line impact of moving to an omnichannel solution is huge. By unifying systems and data, companies see clear gains:

Higher Customer Satisfaction: Customers get faster, more personalized answers. Because agents have full context, the customer doesn’t have to repeat details, which greatly improves CSAT.

Shorter Response and Handling Times: With intelligent routing and integrated tools, work gets done faster. Agents spend less time searching through systems or waiting for transfers. By automatically matching cases to skilled agents, average handling time drops.

Boosted Agent Productivity: Agents love having one pane of glass. They no longer need to cut-and-paste between chat apps and email or track requests on sticky notes. Every case is in Dynamics 365, so agents simply switch contexts in the same UI. Quick-access dashboards and Copilot assistance mean new hires can get up to speed quickly.

Data-Driven Operations: Managers now have unified metrics. They can see, for example, how many chats vs calls are coming in, which queue is overloaded, or which products generate the most issues. This insight drives smarter staffing and training decisions. Real-time dashboards also let supervisors identify coaching opportunities before small issues become big problems.

Creating Seamless Support Across All Channels

This isn’t the future—it’s already happening. Companies that embrace Dynamics 365 and its omnichannel superpowers are seeing real results: faster handling times, higher CSAT, and stronger loyalty.

Interested in modernizing your service experience? CompQsoft Digital is here to help. As a Microsoft partner, we implement D365 Customer Service and Copilot solutions tailored to your goals.

If you’re ready to transform your contact center and delight customers, you can join our webinar and see Dynamics 365 in action and learn how real companies are transforming their service operations with omnichannel tools. It’s live, practical, and designed for teams like yours.

You can also check out our video-based kit packed with tips, demos, and insights for getting started with AI and automation in customer service. Whether you’re just curious or ready to launch, this is for you.