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February 27, 2018

Make Your Customer Data Platform a Corporate Asset

By Rob Glickman, Treasure Data

3 rules to help you not build yet another customer data silo

180227 Treasure Data Corporate AssetWho “owns” the customer experience? For companies like yours – seeking to deliver outcomes that keep customers engaged and loyal – few questions are more important.

The problem is that responsibility for the customer experience is so often spread out across different business units who touch the customer across their complicated journey: point of sale, online, mobile, customer apps, internet of things (IoT), customer service – the list goes on.

Let’s say you head up one of these business units. You want to be effective. You need to understand your customer. And you understand that this requires data visibility. So, you set out to solve this problem by either stitching together multiple systems or try to build your own customer data platform (CDP) for a single source of truth for all customer information.

You’re not alone. Chances are there’s someone at your company in another department trying to do the same thing as we speak. Databases of customer information are everywhere – homegrown, best-of-breed databases that someone, somewhere attempting to finally solve this ‘single view of the customer’ only exacerbated the problem with yet another data silo.

How, then, do you implement a solution that actually serves as the single source of truth for all your customer information? The key is to approach a CDP as a valuable corporate-level asset that is sanctioned by IT and the business, yet owned and operated by the marketing team. A system designed to yield visibility into your customers for the entire organization, regardless of the data source.

Here are your three rules for success:

Rule #1: Get support from the top

It’s important to start from the highest levels of your organization. The goal is to get everyone working together, aligned to the same goals of customer intimacy, loyalty and ROI. Many customer data platforms on the market today emphasize quick and fast, out-of-the-box functionality – but that just won’t cut it in 2018 with the explosion of customer data sources. No way. And unless the entire organization is on the same page, you’re looking at another data silo that gives you half-measures and half-results.

This is an important insight, but it’s hardly new. Recognizing the need for a holistic approach, some organizations have even developed C-level positions such as Chief of Customer Experience. Whatever your specific approach, executive engagement is key. If your company is to be truly customer-centric, it needs to be customer-centric from top to bottom and you need to measure meaningful KPI’s that cut across your teams.

Rule #2: Involve IT – and empower users with self-service

Data projects that don’t involve IT are problematic on multiple levels. Chief among them is security. If you’re striving to improve the customer experience, the last thing you need is a security lapse that will put your customers – and your company – at risk. Best to have IT on board from the ground up.

The IT department is also important because of its reach. A customer data platform extends across the entire enterprise – that’s the whole point. Leaving IT out of the picture will be an exercise in futility.

Not that IT needs to do all the heavy lifting. Rather, they should be your supporter a