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The Customer Insights Model Context Protocol (MCP) server exposes Dynamics 365 Customer Insights - Data and select Customer Insights - Journeys capabilities as callable tools for LLM agents.
Use the Customer Insights MCP Server to enrich your chat and agent workflows with unified customer data and AI-generated insights. Access extended customer profiles, calculated measures, segment membership, and predictive analytics such as Customer Lifetime Value (CLV) and churn risk, all pulled from your Customer Insights - Data and Customer Insights - Journeys systems.
Quickly get key insights such as:
Unified customer profiles that combine data from external sources
Calculated measures that provide processed insights such as purchase activity and reward points
Segment membership and duplicate contact resolution
Predictive insights such as CLV and churn risk
Example scenario: Unifying duplicate lead and contact records
Sally, a Contoso seller, evaluates a new lead for Joe Carmichael, who recently attended a product webinar.
Sally doesn't realize that the lead is a duplicate of an existing VIP customer, Joseph Carmichael. After the lead is created, Customer Insights - Data matches the lead and contact records and creates a unified customer profile that combines Dynamics 365 data with external contract data.
Francis, a Contoso admin, uses Copilot Studio to give the Contoso Sales and Service agent access to the Customer Insights MCP Server. The agent can access unified customer insights that connect Joe's lead record with Joseph's contact record.
Sally requests details about the lead by using a conversational prompt. The agent returns a unified customer view that includes:
- Webinar interests from the lead record
- Information from Joseph's Dynamics 365 contact record
- Data from external contract systems
- CLV score
- Churn risk
- Segment membership
With this information, Sally can prioritize and engage Joseph more effectively than if she treated the lead as a new customer.
Prerequisites
The user must have access to the Dataverse tables.
Add Customer Insights MCP Server to an agent
Open Copilot Studio and create a new agent or open an existing agent.
Select Add tool.
Select Model Context Protocol.
Search for Customer Insights.
Learn more in Add tools and resources from an MCP server to your agent.
View tools in the Customer Insights MCP Server
Open Copilot Studio and go to the Tools tab for your agent.
Select the Customer Insights MCP Server to view the available tools. For a tool reference, see MCP Server tools reference for Customer Insights - Data.