Customer Data Platforms (CDPs) Can Unlock New Power for an Entire Organization
A Customer Data Platform (CDP) is not only a powerful tool for a marketing department – it can accelerate an organization's success when other departments have access.
Customers expect personalized experiences now more than ever.
Today, marketers can know their customers by leveraging aggregated and unified data with a single customer view, or 360-degree view, enabled by a CDP. Marketers can segment customers with pinpoint precision to maximize Customer Lifetime Value (CLTV) and much more. A CDP empowers marketers to deliver real-time customer marketing, delivering highly personalized customer marketing messages to individual customers at the moment of greatest relevance.
But a CDP is not only a marketer’s best friend.
Companies can leverage their CDP investment to maximize the Return on Investment (ROI) by enabling other teams to reap the benefits.
Key takeaways:
Most marketing teams use a Customer Data Platform (CDP) to help deliver campaigns that drive engagement. A brand can extract more value from a CDP by enabling other departments – like Data Teams, Business Intelligence, and the Customer Service team – to gain access. Here’s how non-marketing teams can find CDP value.
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3 CDP use cases for teams outside of marketing
1 – Data Teams Can Use a CDP for Predictive Analytics
Data scientists can build simple models to predict customer churn or identify high-value customers using a CDP that unifies and enriches data, such as predictive analytics.
As a result, data, and marketing teams, who historically worked in silos, can collaborate to achieve their goals.
2 – Business Intelligence (BI) and Analytics Teams Can Use a CDP for In-House Reporting Needs
CDPs for BI teams can provide deep insights into their in-house reporting needs with access to customer and campaign data.
Therefore, instead of digging through a data warehouse, BI team members can extract critical customer data from a CDP to have instant insights to fuel BI reports.
3 – Customer Service Teams Can Use a CDP to Improve Customer Loyalty
Customer service teams become empowered with a 360-degree view of the customer – within the CDP; it consolidates demographic, behavioral, and predictive data on each customer – equipping brands to serve customer needs effectively.
CDPs enable brands to personalize customer experiences, and this doesn’t stop at marketing campaigns.
Excellent customer service is all about addressing customer needs by resolving their issues and allowing them to feel valued – improving the chance of gaining their loyalty. It truly puts customers first.
In Summary
By enabling teams beyond marketing to access a CDP that provides a 360-degree view of each customer, brands can delight customers with a streamlined, personalized experience to build loyalty for life.
So, ask colleagues from marketing for access to a CDP to be further empowered. And, for more valuable insights on CDPs, request a demo.
Natalie Samuels is a Product Marketing Specialist at Optimove, focusing on Customer Data & Reporting, Campaign Management, and Orchestration. Natalie holds a BSc in Politics and International Relations from the University of Bristol.
