We have looked in detail around interactions with staff and customers work within Omni Channel Engagement in previous posts and now lets take a deep dive into how these conversations are represented in the rest of Dynamics 365 on Customer records.

Omni Channel Engagement provides a large amount of value to an organisation by offering an engagement method that targets not just multiple channels, but also allows users who are serving those customers to retain the context whilst they are moving between sessions. In addition to that, they have the historical context from the customer record through the Account or Contact record, so they can pull in the previous activities and interactions that have occurred directly into the context of the new conversation. This results in as much information as possible to be able to solve the query with the information they have at the time of the latest interaction, leading to a greater likelihood of the customer’s problem being solved.

A product of this interaction is the Conversation entity. When a Conversation is linked to an Account or Contact and completed, users will be able to see the Conversation as an activity record within the Timeline of the record as shown in the screenshot below. In addition to this, it would be likely better placed linking a Conversation to a Contact, because the automatic rollup of activities applied to a Contact’s associated company also are visible at the Account level too – so lets not waste the related record and give this interaction higher visibility throughout the system.

Conversations linked to a Case as well as a Customer record are also visible in the Case’s Timeline record too (as the Case may not be resolved with the conversation) and the query may be passed back to another user who is not an Omni Channel engagement user to complete and resolve, and so having the history of the conversation is useful.


It is important to remember users who utilise the Sales and Marketing application would be able to see the Conversation entity within the timeline, and be able to use this in views and segmentation. They truly get a view of the conversations and discussions that may have been going on in other areas of the company, especially regarding service and possible complaints – which are important for all areas of an organisation to be informed of. An example includes an Account Manager or somebody who works in Marketing managing the social channels and finds their record after a public Twitter complaint. For those users who may not be users for Omni Channel Engagement – you can configure the read access of conversations via the security roles when Omni Channel Engagement entities are installed.