A Customer Data Platform (CDP) harvests customer data from across your enterprise and beyond to forge a rich single-view of data landscapes that yield a competitive advantage
Harvesting your customer perspective is never easy
Nobody can question the importance and usefulness of customer data. Increased automation brings new opportunities to capture insights through the many and various marketing channels and touch-points.
Customer Data Platforms embed customer insight capture and management into operational systems, making customer intelligence ‘part of the day job’.
The combined use of data-marts, rapid application development tooling and data visualizations offers management teams an unprecedented level of insight into the profiles, activities, behaviors and spend of customers. This helps to identify areas for improvement and fine-tune targeting of the most profitable audience.
Customer Data Management Platform Features
A Customer Data Platform feeds and nurtures a data culture at all levels of the business; providing answers to strategic questions and enabling people to be curious without high ‘cost of enquiry’, ask new questions and discover smarter ways of doing things.
Customer Data Platforms tell stories with data to bring it to life. This is helped significantly by the sourcing of clean, accurate data, intuitively presented by the latest data visualization and geo-location mapping tools that alert to events and presents the full life-cycle of processes.
Customer Data Platforms streamline processes resulting from a richer appreciation of how the business works and through the discovery of better ways to improve customer value and experience.
Access to advanced digital technologies reduces the need for supervisory roles and data capture, processing, and keying activities.
An important aspect of digital platforms is their holistic approach to orchestrating business models end-to-end, reducing operational silos, and removing ‘shadow data’ created by spreadsheet-based systems and discrete single function SaaS products.
Every stakeholder (including customers) enjoys greater transparency and the ability to do more themselves. Capturing data at the source removes re-keying and vastly increases the integrity of data.
In this series of case stories, we discuss how NDMC Consulting worked with Overall Eesti and Canon Europe to produce a digital platform (called CLIO) together with the Overall Eesti leadership team.
- The first explains Overall Eesti’s market challenges and ambition.
- The second describes how Overall approached the project and the options they considered.
- The third describes the new tailor-made system created using Encanvas no-code application software that now brings an unfair competitive advantage to their business.