New customer data platform (CDP) technology is the next level of CRM, making it possible to unify big data for AI-powered insights. dataplatformvalue
by irrelevant content on websites and more than half of customers will stop doing business with a company because of poor customer experience.
Roos said managing customer data is not a new challenge, but it is becoming more difficult, with 63% of organisations saying the top obstacle to using customer data is an inability to unify it. “Many organisations have siloed and fragmented customer data, challenging their attempts to develop 360-degree understanding of their customers,” he said.
He explained: “A CDP is a prebuilt system configured to meet the needs of each client, and does not require the technical skill of a typical CRM system. It captures data from multiple systems, links it, and tracks behaviour over time. It can be used to target marketing messages and track responses over time.
“The benefits we get from CDPs include a 360-degree view of customers, dynamic segmentation, predictive scoring, the ability to personalise offers and engagement, offer individualised support, increase customer lifetime value and loyalty, and maximise return on marketing investment. In healthcare, it can also help reduce treatment times and improve patient outcomes,” he said.