Delivering Unified Customer Experience Using the Customer Data Platform
Most marketers today will tell you that delivering a unified customer experience isn't easy. Only a handful of businesses have managed to make a complete integration while the rest are struggling with strategy, budgets, technology, skills, etc.
Nevertheless, customers don't care about these issues. All they care about is that brands fulfill their wants and needs. If not, they’ll look for a different brand that will. Traditionally, marketers have turned to their CRM or DMPs to address this issue as best they could. The Customer Data Platform (CDP), on the other hand, does. This new type of technology stack will provide a unified CX across all channels and touchpoints.
What is a Customer Data Platform?
CDP is a system that's able to combine all of a company's customer data to improve and optimize all marketing processes. In other words, it gathers and analyzes data coming in from all touchpoints to provide a comprehensive view of each individual customer. And while this might seem like something that a CRM or DMP might do, a CDP will deal only with first-party customer data collected by the brand. This includes data coming in from social media, recorded calls, website cookies, etc.
The CDP will combine all of this information into an easy-to-read customer profile. This customer profile will be used to create a unified customer experience for every individual, providing them with a consistent and contextualized customer experience across all channels.
In doing so, however, CDPs also need to be marketer-friendly, have a web-based interface for data collection, unification, segmentation, and utilization.
The Potential of a Customer Data Platform
When using a customer data platform to create a unified customer experience, certain benefits can be expected. For starters, you will experience an increase of data-gathering speed which will be able to match your digital decision making. It will provide better situation awareness through real-time contextualized data.
You will also be able to better understand the customer journey, both within the organization as well as outside of it. By leveraging location data, for instance, you get a deeper insight into intent at the businesses moment, while IoT can inform you on the final stages for a deeper connection with the customer on product usage. The CDP will allow you to join the different touchpoints across all channels and optimize an engaging customer journey at every step of the process.
Furthermore, customers today are inclined to tune out mass marketing initiatives, due in large part to a phenomenon which is known as ad fatigue. Personalized messaging will remind them that you treat them as an individual, rather than just a statistic in your database. In other words, a targeted message from a CDP is far more likely to get their attention and appeal, resulting in a conversation.
With traditional systems, marketers spend too much time dissecting and analyzing data to identify trends. And by the time they get an understanding and take action, the moment has passed. Real-time personalization, however, builds customer relationships and generates sales at the critical moment. It comes at a time when more than 64% of consumers and 80% of business buyers expect companies to respond to and interact with them in real time.
If you want to learn more about the customer data platform and the use of unified customer experience, let's connect!
AI Disruptions in Insurance
All global enterprises have learnt from the pandemic is on the importance of connected thriving and… Read More
Data Lakes and Digital Implementations
Array of mammoth demands are gradually built on insurance enterprises over the past couple of years… Read More
Interact with Your Customers at Exactly the Right Time with Conversational UI
There are two aspects of Conversational UI that allow you to interact with your customers at… Read More
The Best Customer Personalization is Done Through Conv. UI
The world of e-commerce has seen some revolutionary changes in the past few years, with artificial… Read More
5 Universal Customer Segments for Marketing Personalization
The outcome of personalized experience is simple -- getting the right message to right audience at… Read More
Salesforce Hybrid CMS – Is it going to shake things up in the CMS space?
Having been in the content management space for more than a decade, I must say this has been one of… Read More
How Augmented Reality is redefining UX in eCommerce space
Any technology that can improve user experience will find its way into ecommerce industry. Many… Read More
Features of Adobe experience commerce cloud and its benefits
Digital experience solution The tech savvy generation has evolved at a larger scale in their… Read More
Native or Cross-Platform Mobile App Development - Which One Is Best for You?
Which type of mobile app development will best suit your needs - native or cross-platform? It's… Read More
Using Precision Marketing to Drive the Data-Driven Decision Process
Precision marketing is making waves in the world of data-driven decision making. With evolving… Read More
Role of Digital Platform in Your Omnichannel Content Marketing Strategy
The importance of an omnichannel content marketing strategy cannot be overstated. Customers today… Read More
What Data Matters Most for Customer Experience Personalization
While many marketers still analyze aggregate data, the best value will be gained from personalized… Read More
Improving Media and Entertainment With Personalized CX
Customers today want an enhanced experience from their media and entertainment providers. And while… Read More
What do you need to be ready for Personalization?
"Personalization requires having customer data and using it to improve the customer experience.… Read More
Applying AI in the Enterprise
Enterprises quickly realize that they need to incorporate artificial intelligence (AI) into their… Read More
AI Computer-vision Delivers New Potential
Gartner says - Virtual assistants, immersive experiences and robots will transform how employees… Read More
Essentials of a digital experience platform
In the current market scenario, one can witness organisations gearing towards a paradigm shift in… Read More