More than ever, enterprise organizations need a 360-degree view of their customers to deliver the kind of best-quality, consistent customer experience which is the cornerstone of business success in our century.
They need to be able to deliver relevant, targeted marketing or service communications at every point in the customer journey, through every channel the customer might choose to use, at scale and, increasingly, in real time. The result has been an explosion in software and technology, but the key to its effectiveness remains the data that fuels it.
At the same time, the growing importance of customer-centric marketing and the increased expectations of consumers have driven the development of the customer data platform (CDP), which pulls together first-party customer data from across the organization, creating user profiles that can be used as the basis for the personalization of communications.