Take the Confusion Out of Your CDP Campaigns
With great customer experience being the ultimate goal for organizations everywhere, customer data platforms (CDP) are certainly enjoying their time in the spotlight – and rightly so. By enabling the real-time unification of data, presenting the next best customer experience, and allowing the delivery of strategic campaigns at scale, it’s safe to say that CDPs are a must-have MarTech solution.
Describing CDPs as the ‘heartbeat of modern marketing’, McKinsey highlights the real commercial and customer experience value of a CDP – and many organizations are catching on. In fact, more than 70% of organizations state that a CDP will be critical to realizing their customer experience objectives. However, no matter the potential held by your digital investments, we at NGDATA know that successful marketing campaigns are easier imagined than realized.
In our recent guide, CDP Best Practices: C-level perspectives, we share the steps and stages that are crucial to CDP success. Here, we take a look at three of the most important.
Define your customer experience and commercial objectives
You might have ‘great customer experiences’ in mind as your marketing aim – but what does this really mean for your organization and how can a CDP help?
Step one to realizing CDP success is defining a clear-cut end goal. Once you have, you can use it as a guiding compass whenever you make commercial or marketing decisions – whether you’re customizing your CDP capabilities, laying a use case roadmap, or identifying which data sources you need.
There’s one crucial element to determining a marketing end goal that many organizations underestimate: unity. Ultimately, you need to ensure that every department within your organization shares the same goal. Otherwise, miscommunication and data silos will act as a barrier between your company and great customer experiences.
When defining your overarching objectives, make sure you’re syncing the perspectives of the key data, IT, marketing, and business strategy personnel within your organization. This will ensure that your goal ticks every box, from being achievable (i.e., do you have the appropriate IT infrastructure?) to being appropriate (i.e., will your customers receive a worthwhile exchange from a data-sharing perspective?).
Lay a use case roadmap toward CDP success
Next, it’s time to create and apply a use case roadmap that will turn your objectives into tangible results. You can start small here (such as by monitoring which marketing emails gain or don’t gain responses) to develop an early understanding of your customers and begin feeding your CDP with high-value data.
Following this, we recommend progressing towards more sophisticated use cases that are specific to your industry. Your organization’s first question should be: what do customers want, need, and expect from us? Is it an insurance product bundle with discounted pricing? Is it a household-wide discount on telco services?
The second question to ask relates to your organization’s commercial objectives and how you’ll achieve them. For instance, do you want to become your customers’ ‘top of wallet’ credit card provider by offering rewards with every tap or swipe?
As you build out use cases that align with your customer expectations and commercial needs, define what success looks like at each step. Your earliest use cases should have more easily measurable key performance indicators (KPIs), such as link clicks, while customer satisfaction (CSAT) scores and net promoter scores (NPS) may help you assess your longer-term goals.
Optimize your campaign with real-time infrastructure
Consistently optimize your marketing strategies with real-time infrastructure – the key to contextually relevant engagements that evolve as your customers’ needs and behaviors do. Advanced CDPs, such as our Intelligent Engagement Platform, keep the power of real-time interaction management (RTIM) at your fingertips, but using it effectively requires a few key steps.
Begin by identifying the real-time use cases that hold the most value to your organization and customers, bearing in mind that these will vary from sector to sector, journey stage to journey stage. A real-time use case for insurance providers, for example, might be directing policyholders towards helpful information based on their changing circumstances (e.g., by sharing local weather updates with travel insurance customers).
Next, make sure you have access to the relevant data sets in real-time. You’ll then need to connect them to your CDP to apply all use cases automatically and intuitively and ensure you never miss an opportunity to engage. Once you’ve become real-time confident, you’ll be able to deliver the right content within the right channel, and crucially, at the right time.
The Intelligent Engagement Platform: An advanced CDP for advanced results
At NGDATA, we know that a campaign can only be as successful as its CDP, which is why our Intelligent Engagement Platform offers a comprehensive suite of capabilities that enable true customer-centricity.
By unifying disparate data sets into ever evolving Customer DNA™, with the added intelligence of RTIM functionalities, our platform presents the next best experience to marketers and customers at every stage. With out-of-the-box and customizable use cases for all major industries, it also enables organizations to achieve their bespoke customer experience and commercial objectives at scale.
With our Intelligent Engagement Platform, organizations are empowered to make customers feel seen and heard with omnichannel and contextually relevant engagements. And, with a unified view of every customer that optimizes in real-time, it’s never been easier to overcome organizational silos.
Interested in how our advanced CDP could revolutionize your customer experience strategies? Get in touch for a chat.
Don’t forget to also download the full guide to read all eight of our CDP best practices and how they can be applied throughout your organization. You can check out CDP Best Practices: C-level perspectives.