Strategies for Optimizing Customer Self-Service Experience

DynamicWeb

Leverage Real-Time ERP Data for Personalized Experiences

When customers log into a portal, they expect accurate and personalized information for everything from negotiated pricing to order history and payment terms. With real-time ERP integration, every interaction reflects the customer’s unique relationship with your business. Customers always see relevant, real-time data that builds trust and reduces dependency on support staff.

DynamicWeb’s standard OData connector makes this possible. It enables secure, real-time calls to Dynamics 365 F&O while keeping the ERP stable and responsive. Because the integration has a light footprint and requires no custom code inside the ERP, future upgrades remain straightforward.

Offer 24/7 Access to Orders, Returns, and Invoices

Around-the-clock access is even more critical now that businesses operate across time zones, employees work remotely, and global supply chains demand faster responses. A European customer may need to download an invoice while your U.S. office is closed, or a distributor in Asia may want to initiate a return without waiting until the next business day. The ability to complete these actions independently, anytime and anywhere, keeps business moving without unnecessary delays.

For B2B buyers especially, the option to log in at their convenience and retrieve PDF invoices or reorder directly from past transactions is a significant advantage. Instead of waiting for office hours or contacting an account manager, they get what they need instantly and in the format they prefer. Returns can even follow rules tied to ERP data, such as warranty windows or product categories, so customers are guided through the correct process without manual intervention.

High access levels reduce the volume of routine inquiries your support team receives and improve accuracy by giving customers the same information staff would provide. DynamicWeb handles these processes seamlessly in the portal, using data and documents that are automatically available from Dynamics 365. 

Unify Product Information with Integrated PIM

If customers see conflicting details between your storefront, catalogs, or ERP, they lose confidence and may hesitate to place an order. That’s where DynamicWeb’s Product Information Management (PIM) comes in.

Because PIM is part of the same Composable Commerce Suite, all product data lives in one place and feeds directly into your eCommerce storefront, partner portals, and external marketplaces like Amazon or eBay. Through integration with Dynamics 365, master data and pricing flow seamlessly into the PIM, where it is enriched with detailed descriptions, technical attributes, images, and documents before being published across every channel. Customers always see the most current and accurate information, no matter where they interact with your business.

DynamicWeb PIM also accelerates enrichment with AI-powered content generation and built-in translation tools, helping businesses scale product data quickly across multiple languages and regions. For global enterprises or companies selling across time zones, speed and consistency are essential to delivering a trustworthy, always-available self-service experience.

For customers, it means they can confidently compare products, download a PDF datasheet, or check specifications without second-guessing. For your team, it eliminates spreadsheet chaos and manual errors that slow down product launches. The result is a single source of truth tightly connected to Dynamics 365, making self-service reliable at scale and freeing your staff to focus on growth rather than data maintenance.

Use Composable Commerce to Customize UX Across Channels

Self-service looks different depending on the audience. A B2B buyer may need quick reordering and access to negotiated pricing, while a B2C shopper wants a fast checkout and personalized promotions. DynamicWeb’s Composable Commerce approach makes it possible to serve every audience from a single system.

From one backend, you can run multiple storefronts and adapt each experience to the needs of its market. Sites can be localized with the right languages, currencies, and tax rules so customers always see a portal that feels designed for them. At the same time, the underlying data and processes remain unified, eliminating the complexity of managing separate platforms.

Because the solution combines CMS, eCommerce, PIM, and Marketing in one interface, businesses can deliver B2B, B2C, and D2C experiences without bolting together multiple tools. You can start with a single portal and confidently expand into new markets or models, knowing the system is built to scale without adding operational headaches.

Minimize ERP Disruption with API-First Architecture

Integrating eCommerce with ERP often raises concerns about cost, risk, and stability. Businesses may worry that custom code inside Dynamics 365 will complicate upgrades or slow performance. DynamicWeb removes that friction with an API-first approach designed to keep your ERP clean and flexible.

The integration relies on a standard OData connector, which enables secure, bi-directional synchronization with Dynamics 365. Critical information such as pricing, discounts, and inventory can be retrieved in real time, while less urgent updates can run in batches. IT fully controls performance, so the portal stays fast without overloading the ERP.

Because the connector has a light footprint, no additional third-party code is added to Dynamics 365. Updates and patches can be applied without breaking the integration, and businesses avoid the long-term maintenance burden of customizations. 

Streamline Onboarding with Self-Service Dealer & Partner Tools

Partners and dealers are an extension of your business, but getting them up and running often takes more time and support than it should. A self-service portal removes much of that friction by giving partners direct access to what they need from day one, including product catalogs, personalized pricing, and live inventory availability.

DynamicWeb simplifies this process by allowing you to operate multiple B2B and B2C storefronts from one backend. Role-based access ensures that each partner sees only the catalogs and terms relevant to them, while the experience can be customized to match different markets or brands. For new dealers, relying less on phone calls and spreadsheets provides a faster path to generating revenue. Your team is relieved of repetitive onboarding tasks and gains time to focus on building stronger, strategic relationships.

Monitor and Optimize CX Performance with Data Insights

Launching a self-service portal is only the first step. To deliver lasting value, businesses need to understand how customers actually use it. Tracking patterns such as which features get the most engagement, where customers drop off, and what support issues continue to surface provides the insight needed to fine-tune the experience.

DynamicWeb makes this process easier by combining eCommerce with built-in customer tracking and marketing automation. Every interaction is measured and used to improve the journey. If customers consistently abandon a reorder flow, you can adjust the process. If certain content drives conversions, you can double down with targeted promotions or automated follow-up campaigns.

The closed loop of insight and action ensures the portal continues to evolve in accordance with customer expectations. Instead of guessing where improvements are needed, businesses have the data to continually refine the self-service experience and strengthen customer relationships over time.

DynamicWeb's eCommerce Solution for Dynamics 365

DynamicWeb’s eCommerce for Dynamics 365 Finance and Operations is built for enterprises that need scale, flexibility, and deep ERP alignment. The platform combines composable architecture, real-time ERP pricing and inventory, integrated product enrichment through PIM, and partner-ready self-service tools, all within one unified solution.

Request a tailored demo to see how DynamicWeb can work for you.