Customer experience and CDP: a perfect match
09/08/2022 - kenadmin
When you want to communicate relevantly with your customer or prospect, not only identification is crucial, today you need to know the human behavior of all your contacts, customers and prospects.
It's not just about identifying, it's mostly about what you do with data. Whatever way advertisers use to identify their consumers, that in itself is not the most important thing. Identifying people is a good starting point, but leaving it at that is a missed opportunity. Therefore, focus on ALL customer interactions and bring them together.
When was an e-mail sent? Did your contact respond? If the last four emails went unopened, the chances that the next similar email will be opened are virtually nil. Or if a customer contacts Customer Service about a problem, they are usually not open to making purchases. Then it is crucial to match the tone and content of the message to that customer's state of mind or choose another channel.
Role of Customer Data Platform is unthinkable
More ways to capture data means many more opportunities to target customers and prospects in a more targeted way. Be especially careful to choose vendor-neutral CDP solutions. Don't choose a solution solely on the basis of its features but be guided by the specific needs of your own organization. On top of this challenge, you must take into account the new data privacy regulations. These evolve very quickly and require sophisticated technical solutions.
MIP CDP stores all customer information in a data privacy vault. The end customer has a say in what happens to their data. As CDP platforms allow a lot of data to be quickly captured about an individual, and marketers have to decide more and more quickly which consumers should receive which message, the need for AI will also only increase. Data and machine learning already make it possible to continuously track large data sets and understand and predict behavior. Combined with good CDP solutions, this ensures higher customer loyalty, engagement and ultimately better returns.