Learn what makes a CDP work and how it can bring customer-driven benefits to your organization
It's without question that brands like Netflix, Amazon and LinkedIn build great customer relationships. By doing so, their businesses continue to grow and thrive. To build great customer relationships, successful brands seek to understand and serve their customers through the data they capture across the entire customer journey. In the past, this was proven to be an almost impossible task. Organizations typically try to understand and manage customer relationships across many disparate systems. Two of the most common types of systems:
Both types of systems store a variety of different data in environments that are typically not connected. In this situation, paying-off a truly customer-centric approach to marketing and customer service is incredibly challenging because it requires data from these disconnected environments across the organization.
For marketers, customer experience managers, and technology leaders looking to serve omnichannel experiences to their customers—a new approach to data is necessary to drive a definitive understanding of each customer.
Organizations continue to work with glimpses of customer understanding because their customer data is disconnected and they don’t have the real-time means of bringing in all of their data to stitch the entire picture together. Data is spread out across business functions like email, ERP, loyalty systems, web, and point-of-sale—to name a few. Breaking down data silos and connecting the data—in real-time— to tell a connected story about each customer is the key to achieving definitive customer understanding. And your customers expect it.
We all know what a great customer experience looks like thanks to customer-centric brands like Spotify, Netflix and Amazon—as mentioned before. With this expectation, every company promises they're customer-centric, but few actually deliver on the promise, because it requires always-on customer data that's connected and actionable across the entire organization.
Growthverse defines a Customer Data Platform (CDP) as new infrastructure to pull data from disparate systems, create and manage customer profiles, discover new customer segments, and make these segments available back to the tools used in marketing, customer service, and other aspects of the business.
CDPs allow you to achieve definitive customer understanding by connecting all of your data from various tools, channels, and silos within your organization—unearthing a rich, holistic customer profile for each of your customers— built to power your customer experience.
CDP’s make the data-driven, customer-centric horsepower of a Netflix, Pinterest, Amazon, and LinkedIn attainable for any organization. Use this guide to understand what makes a CDP work and what to look for to compliment and empower your customer-centric initiatives.
Marketers have struggled to deliver on true one-to-one marketing because the data required to drive the experience is often disconnected.
Companies invest in many different end-point tools like email, social, mobile, web, customer ticketing, etc...yet the organization doesn't have access to all the customer data they need to truly deliver a one-tone customer experience using these tools. Why?
Usability across the organization
Broad integrations and extensible API
Performance & flexibility
Predictive and affinity insights