Delivering unique and personalized customer experiences across an ever-growing array of channels is no longer an aspiration for consumer-facing brands – it’s now the standard. Because every business is expected to meet this standard, customer engagement has become a linchpin in so many companies’ digital transformations.
How can you ensure your business delivers truly unique customer experiences? First and foremost, you need to unify your data and create a 360-degree view of your customers. Fortunately, there’s a new breed of tools – called customer data platforms (CDPs) – to help you do just that.
So what’s a CDP? Put simply, it’s a system, managed by marketing, that provides a unified and persistent source of customer data for use by the whole enterprise. In other words, a CDP stitches together a customer’s relevant information (personal, demographic, behavioral, transactional, etc.) to create a unified customer profile. Other enterprise systems – such as marketing, advertising, sales, service, ecommerce, and analytics – can then access this profile to deliver consistent and hyper-relevant experiences to each customer.
CDPs are more than just simple databases. They ingest data from multiple sources, integrate that data in a single model, create unique customer profiles and segments, and push out intelligent and actionable insights on the other side. And they need to do this work in real time, or very close to it.
This is where Adobe Experience Platform (AEP) comes in. In our opinion, AEP is a very powerful and flexible open system for creating compelling and market-leading customer experiences. It lets the enterprise centralize and standardize customer data and content from any system and then apply data science and machine learning tools to dramatically improve the design and delivery of rich, personalized experiences.
There are three key components that allow AEP to do this so effectively. First, its data foundation, which ingests the data and maps it to a standard model. Second, its predefined and custom machine learning models get insights out of the data and make accurate predictions about customers. And third, its audience activation capabilities support real-time customer profiles, identity services and edge services.
In Accenture’s new white paper, we explore the benefits of CDPs – and AEP in particular – in much more detail. We also show the potential power of AEP through a practical IVR (integrated voice response). Read this paper to get the latest on creating personalized customer experiences.