In today’s competitive buying market, customers have access to more content, purchasing channels, and brand options than ever before. With such an overload of information and choices available, businesses can no longer survive by simply providing the bare minimum necessary to keep customers from leaving. Instead, they must demonstrate that they both understand and value their customers, delivering exceptional experiences and outcomes.
The ability to deliver exceptional experiences at scale requires a complete, unified view of customers from both transactional and behavioral data that enables intelligent, actionable insights across marketing, sales, and service – something that many companies still struggle to achieve and results in poor, disjointed customer experiences. This is where the Customer Data Platform (CDP) is helping evolve the customer experience landscape, providing organizations with the means to not only gain a deep understanding of their customers, but to then leverage insights that power proactive action and meaningful engagement throughout every touchpoint.