How We Gave a Bank a Direct Line to Its Customers

For one of our banking clients in Southern Europe, we extended their Microsoft Dynamics 365 setup with a Marketing Module that brought Viber and WhatsApp into their customer communication stack. The goal was to give their marketing team the tools to run targeted, measurable campaigns through the channels their customers actually use, without leaving the Dynamics environment they already work in every day.

The Challenge

The bank had Dynamics 365 and email covered, but email alone was not enough for the direct, timely campaigns they wanted to run. In Southern Europe, Viber is a dominant messaging platform and WhatsApp follows closely. Both are part of everyday communication for the bank’s customers in a way that email is not. The challenge was integrating these channels into Dynamics so the marketing team had full control over campaigns, segmentation, and analytics, all within the platform they already use.

What We Built

Within Dynamics 365 Customer Insights - Journeys, we implemented a Marketing Module supporting email, SMS, Viber, and WhatsApp. Email is native to Dynamics and needs no extra work. Viber and WhatsApp are custom channels that require a third-party provider as the bridge to the messaging networks. We handled that integration end to end: selecting the right provider, connecting it to the Dynamics environment, and configuring message templates within the customer journey framework the marketing team would use daily. Provider selection is not a minor decision. Providers vary significantly in what they offer out of the box, and choosing the right one had a direct impact on scope, timeline, and the quality of the end result.

Customer journeys and campaign logic

The marketing team can now build automated customer journeys inside Dynamics, defining each touchpoint, the message content, the channel, and the timing. Audience segmentation is built in, using age, gender, location, product ownership, account status, and behavioral data already held in Dynamics. This means campaigns can be highly specific: a targeted offer to a defined customer segment in a particular region, sent via the channel most likely to reach them. That level of precision is what separates this from a standard email blast.

Analytics

Reporting works on two levels. The Insights tab in Dynamics shows delivery and engagement data per message, per campaign, and per contact. The third-party provider adds a second, independent reporting layer. Cross-referencing both gives the marketing team a complete and verifiable picture of campaign performance.

The Same Setup Works for Your Business Too

Any business running Dynamics 365 that wants to add Viber or WhatsApp to its marketing mix can follow the same approach. Dynamics handles the CRM, journey logic, and analytics. A third-party provider handles channel connectivity. We know how to evaluate, integrate, and configure these providers so that once the setup is done, the marketing team runs it themselves with no ongoing developer involvement.

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