- CDP helps combine data from different tools to create a unified, centralized customer database.
- CDP helps brands trigger relevant messaging at the right time to drive maximum engagement and conversion rates.
Advancements in digital technology have surely elevated customer expectations.
Customers now want relevant, contextual, and convenient experiences. No wonder it has become a key factor for decision-making.
At the same time, a customer’s journey constantly changes and meeting them can be difficult even for the most skilful digital marketers because here, there’s no one-size-fits-all formula that can work for every interaction.
With an array of engagement channels available today and the unique experience each platform offers, it’s challenging to create a personal and hassle-free customer experience.
But gradually, brands are realizing that the most effective way to overcome the challenges is to bring together all data in one place.
Let’s look at how a well-designed Customer Data Platform (CDP) offers a cutting-edge solution.
All about CDP
Even with a wide variety of channels available, creating great customer experiences is possible.
All thanks to CDP, a unified software that combines data from different tools to create a comprehensive view of the customer database.
With CDP, brands can deliver consistent, personalized experiences across all channels.
It includes data on all touch points and of any interaction with your product or service, which can later be used in various ways to create personalized campaigns.
A unified view of the customer also helps deliver the right message at the right place and time to eliminate untimely offers, generic communications, or even incorrect personalization.
Benefits of Using CDP
CDP can help create relevant offers, combine behavior patterns and location data, and offer a personalized customer support experience.
CDP enables a brand to do the following –
- Customize across channels – Customers can build first-party customer profiles spanning various engagement channels and prepare for new ones too.
- Improve customer journey analytics – Brands can build and activate first-party customer personas for complete and future-proof insights.
- Improve relevance – Cross-channel insights can help improve targeted, relevant promotions and offers.
- Integrating with CRM – Integrate customer profiles within CRM systems to provide assistance to customer service agents.
Steps to create personalized experiences
Personalization is a task, and brands need a well-strategized plan to serve their consumers better. Here is a step-by-step guide to help you create a plan that can help offer customized experiences for your audiences.
Step 1 – Gather information from available resources
Firstly, make sure that all your customer engagement data is assembled in one place. Use the capabilities of a CDP to gain access to customer data from multiple sources and collect behavioral and personalization insights. These sources can be from various online and offline sources.
Step 2 – Create insights by adding context
Once you have the unified data, you can segregate your audiences, identify each customer and build rich customer profiles. Attributes can help understand the content preference of a customer, which products they’ve browsed or purchased, the type of the stores they’ve visited, and the location data to determine if they are in a store.
Step 3 – Serve richer candidates Serve up Richer Insights
There will be a continuous flow of data coming in from new channels. Make sure to add it to your audiences and make the insights available across the tech stack.
For example, you can send across an email offer, text message, or push message that prompts when a customer is entering or exiting a physical store. You could also extract the insights of a support call to personalize the online user experience for the customer or send it to the email marketing team.
Various types of resources can help connect customer data to create omnichannel experiences. They do so by using machine learning, which helps engage customers based on previous happenings to engage them based on what the future upholds.
In this digital era, creating personalized experiences is not a choice but mandatory. Firms must recognize this and strive to offer better experiences for new and existing customers.
What are you waiting for?
To know more visit our latest whitepapers on Customer Data Platform here.