In this lesson, you’ll learn how businesses can use customer data to enhance satisfaction and drive performance through real-time service and marketing processes.
Today, B2C and B2B operating companies are focusing more than ever on the excellence of their customer experience; they likely have set objectives around customer satisfaction and marketing performance. The CDP offers concrete ways to use NPS information and trigger real-time Service or Marketing processes to improve customer experience.
Through experience management and omnichannel personalization, a business can harvest data from their customers to increase the relevance of their user experience. Likewise, marketing performance can be optimized by setting up time-based activations that rely on customer interactions.
Most CDP use cases follow these patterns:
- Customer interactions
- Customer 360
- Customer activation
Customer interaction use cases are implemented to capture every aspect of customer behaviors and experiences across channels. The business knows when a customer has a negative experience from either customer service feedback or surveys. The business also knows which channels the customer is engaging in and who or what is influencing them. Based on the customer's online browsing activities and both online and offline purchases, the business can provide personalized marketing communications. It can quickly identify which customers are more likely to churn by nodding decreasing spending on their online and offline purchases.
The business can further implement the customer 360 use cases to gain a real-time 360-degree view of each customer. The business aggregates all customer transactions and activities, both online and offline, to create this 360-degree view of a customer’s data, which is made available to them on their My Account page on any digital channel. The data includes order history, service tickets, and surveys. Compiling this data allows the business to know immediately whether the customer's average monthly spend is going up or down. The business can also quickly identify high-value customers based on past purchase data from in-store and online channels.
When customer interactions and customer 360 use cases are ready, the business can further implement customer activation use cases to engage customers actively along their journeys. Suppose a customer posted a negative product review. In that case, the business can proactively contact the customer to try to resolve the issue, improve the customer’s feedback, or reactivate the customer if they’ve gone dormant as a result of inactivity. As part of their advertisement strategy, a business can build audiences based on purchase data linked to a defined category, both in-store and online. The business can also capitalize on the product warranty data and period to offer warranty upsell and renewals to customers. They can even gain insights into what type of incentives motivates a customer, such as free delivery, discount codes, or sale days.