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December 11, 2018

CDPs Aren’t Just For Marketers

By Mike Anderson, Tealium

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There’s still a common misconception that CDPs are just a marketing tool, but in reality, their scope extends much further than that.

While it is true CDPs can help marketers take control of disparate data and deliver consistent customer experiences, there is no reason they can’t do the same for other departments within an organization. As technologies that build unified, persistent, and accessible databases, these platforms offer equal value for sales and business intelligence teams. And in fact, the CDP Institute recently amended the definition to ‘packed system’ as a reflection of broader applications.

To prove that CDPs aren’t just for marketers, let’s explore four examples of their use in wider business:

Upgrade the Customer Service Experience

A complete view of the individual — both the ‘known unknown’ and existing customers — is vital to fuel great service and results, and this is exactly what CDPs provide. By collating event-level data streams from a multitude of channels in real time and combining it with offline legacy data, these tools give sales teams in-depth knowledge about the activities of specific consumers: such as purchase history, items they are browsing, and abandoned shopping carts. Using this insight, call center staff can engage in highly personalized conversations with customers and deliver exemplary customer service.

For example, say a customer calls about a delayed delivery. By logging into the easily accessible and consolidated system, call center staff can quickly retrieve specific order details, such as order placement and expected delivery date. This information can then be leveraged to personalize the conversation and provide a resolution that suits the particular customer — be that free delivery on a frequently recurring order or a partial refund — and ensure their company relationships stays strong.

Smarter Business Intelligence

Customers should always be at the center of business strategy and CDPs generate the granular and constantly refreshed intelligence needed to ensure company goals align with customer needs. By orchestrating data held about individuals across the business, translating it into unique profiles that are continuously updated with new information, organizations can achieve a clearer picture of who their customers are, how they behave, and what they want. This comprehensive information can become the foundation for better decisions, from which markets to invest in — based on the location of current customers — to pricing or future product development. Plus, fast access to feedback about products and services also means adjustments can quickly be made to resolve concerns, keep customers happy, and stay ahead of rivals.

Opening the Door

CDPs can facilitate greater data control across the organization; some have an integrated privacy and consent management tool allowing data leaders to permit and revoke access to data, pending employees’ roles and the business purpose. This enables data controllers the chance to ensure there is a legitimate business interest for employees having access, the data has been collected with consent, and consumers are made aware of how their data is being used.

Similarly, tools such as these might allow some data handlers to view customer information, but block them from editing; meaning that a customer’s “master file” cannot be inadvertently deleted or changed, which could cause problems – such as delivering inappropriate communications and ruining the rapport.

Expanding Horizons

By employing a CDP to re-order data sets and enhance their customer understanding, businesses can obtain valuable insights that benefit the entire company. From addressing customer pain points to adapting products and strategy, these versatile tools give firms the information needed to fuel consistent growth and revenue.

Ultimately, organizations looking to optimize consumer insights need to stop restricting use of CDPs to just marketing teams. Their capabilities extend far beyond one department and can have a tangible impact across wider business objectives, if given the chance.