According to the Customers | The Future of B-to-B Customer Experience report by Walker Information Inc, by 2020, analysts predict that customer experience will outpace price and product as a key brand differentiator. Across the customer journey, now’s the time to optimize the customer experience, from the first time a customer visits the website or campaign landing page to when they receive the product and contact you for help—with the right tools in place to capture feedback across a variety of channels. Enter Microsoft Forms Pro. Forms Pro is a customer feedback solution that seamlessly integrates with your data platform, making it easy to capture customer responses, sentiment, and suggestions and then analyze that feedback with Power BI. Forms Pro integrates with other Microsoft solutions, so you can integrate results and view survey responses directly from within Office 365, Dynamics 365, and Power Platform projects—a seamless way to gain a more comprehensive view of customers within your existing business processes—all with industry-leading security, privacy, and compliance. With Forms Pro, you can collect and analyze customer data, identify customer sentiment using AI-powered insights, and take immediate action on customer feedback to help close the customer experience loop. Since launching in July, we’ve been working to enhance the feature set to help enable organizations of all sizes to boost response rates and help optimize the quality of customer responses. Let’s take a look at some of the newest features including email-embedded surveys, survey incentives, and integration with a Power BI customer service template. Read more here