Today, B2C and B2B operating companies are focusing more and more on excellent customer experience, they will have set objectives around customer satisfaction and marketing performance, and there are concrete ways to use NPS information and trigger real-time Service or Marketing processes to improve customer experience.
Through experience management and omnichannel personalization, any business can harvest data from their customers and transform their user experience to make it relevant. On the other hand, marketing performance can be optimized through the setup of time-based activations relying on all customer interactions.
Most CDP use cases follow these patterns:
- Customer interactions
- Customer 360
- Customer activation
The 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 based on their online and offline purchase decreasing amounts.
The business can further implement the customer 360 use cases to gain a real-time 360 view of the customers. The business aggregates all customer transactions and activities, both online and offline. Then, they present the 360-degree data to the customers on their My Account page on any digital channel. The data includes order history, service tickets, and surveys. Now, the business immediately knows if 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 see if the issue can be resolved, improve customer feedback, or reactivate the customer if needed. As part of the advertisement strategy, the business can build audiences based on purchase data linked to a defined category from 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 could motivate a customer, such as free delivery, discount codes, or sale days.
Example scenario: Customer interaction, 360 & activation
We'll follow a customer as she goes through her TV. purchase journey.