Most companies don’t want to admit:
Customers don’t compare you to your competitors anymore – they compare you to their best experience anywhere.
Amazon replies instantly. WhatsApp messages flow continuously. Chatbots talk like humans. But when customers contact many businesses, they’re still passed between channels like a relay baton.
This is where Omnichannel Customer Service becomes a game changer – not a buzzword.
Omnichannel means every interaction across chat, email, phone, WhatsApp, social, and self-service feels like one unified conversation. And yes, Dynamics 365 Customer Service is one of the few platforms that actually lets you build this seamlessly.
In this blog, I’ll share how to implement omnichannel support using Dynamics CRM with real-world steps, tips, and lessons I’ve learned from actual deployments.
If your customer service still feels disconnected, slow, or manually driven, this guide will help you fix it – starting today.
Most omnichannel projects fail before they start because businesses jump straight into channels.
Instead, begin by defining:
➡️ What will the agent see when a customer contacts us from any channel?
Use Dynamics Customer Insights + CRM to unify profiles:
- Contact details
- Interaction history
- Past cases
- Preferences
- Feedback and notes
Why this matters: If your agent asks the customer to “repeat the issue again,” your omnichannel strategy is already broken.
Don’t turn on every channel at once.
List out:
- Where customers already contact you
- Where they want to contact you
- What channels create the most friction
Example mapping for a mid-size business:
- WhatsApp → Order status queries
- Live chat → Pre-sales questions
- Email → Complaints and long-form issues
- Voice → Urgent support
You’d be surprised how many companies spend money integrating Twitter support when their customers don’t even use Twitter.
This is where Dynamics CRM becomes powerful.
Inside Omnichannel Administration, configure:
a) Workstreams
These define how conversations flow in each channel.
Example:
- WhatsApp → Bot → Human agent
- Chat → Pre-chat questionnaire → Agent
b) Routing Rules
Use Unified Routing to auto-assign cases based on:
- Skills
- Availability
- Customer priority
- SLAs
Tip: Use skills-based routing to reduce escalations by 40–50%
c) Presence & Capacity
Configure how many conversations an agent can handle.
Avoid the mistake of setting capacities too high – burnout kills customer experience faster than slow response times.
Dynamics integrates perfectly with Power Virtual Agents.
Use bots for:
- FAQs
- Order lookups
- Basic troubleshooting
- Collecting customer info
But here’s my opinion after 4 years working in CRM:
Don’t force automation when the customer clearly wants a human.
Bots should support, not replace, your team.
Inside Dynamics, configure:
- Smart case forms → auto-fill data from conversations
- Macros → automate repetitive actions
- Knowledge articles → agents answer faster and more accurately
- AI suggestions → reply recommendations and sentiment analysis
Example: A frustrated customer on chat triggers a negative sentiment score → system automatically escalates to a senior agent.
That’s omnichannel done right.
Most companies track the wrong metrics.
Here’s what I recommend:
Track these KPIs:
- First Contact Resolution (FCR)
- Average Handling Time across channels
- Customer Effort Score (CES)
- Agent utilization
- Deflection rate from self-service
Tip: Add a “Was this conversation seamless?” question to your post-chat survey.
The responses will tell you more than a whole month of dashboards.
Implement your omnichannel strategy in 4 steps:
- Start with 1–2 channels
- Test routing, capacity, and automation
- Train agents in short cycles
- Scale yes, but only when performance is stable
Every successful rollout I’ve seen followed this pattern – without exception.
Conclusion
Building omnichannel customer service in Dynamics CRM isn’t just about adding channels – it’s about creating one experience that feels effortless to the customer and efficient for your agents.
Start simple, automate wisely, empower agents, and measure what truly matters.
The question now is:
👉 Which customer channel will you optimize first – and what’s stopping you from starting today?