Pragmatic approaches to turning customer data into commercial interaction
The key function of customer data has always been effectively building relationships with customers so they will increase their spend. While this concept may be simple, the execution of it is less so, since it requires system and data integration that is often lacking.
In this white paper, produced in association with Exponea, we look at how retailers are using the next generation of customer data and experience platforms (CDXP) which combine the proven benefits of consolidation and unification of customer data with seamless omnichannel marketing. We also look at the practicalities of implementing a CDXP including how to acquire clean and aggregated data and how to maximise marketing relevance to the customer.
We also find that a customer data and experience platform is a simpler process to implement than many might imagine and that what might start as a smaller project – replacing a point solution for a single department, for example – can quickly grow to a platform that allows retailers to work across departments more seamlessly. Such a step-by-step process to CDXP adoption can deliver real success to the retailer.
Included in this white paper: