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The 21st century has marked the emergence of the first CRM system with the power to consolidate data and unify processes in multi-channel suites. Today, we’re observing the introduction of the customer data platform (CDP) into the CRM landscape.
In a CDP, data from different sources is gathered, combined and reinforced with intelligence (machine learning approaches, advanced algorithms, etc.). The outcome: more meaningful insights, clearer contexts and more detailed perspectives that lead to smarter decision-making.
Many vendors support this new evolution, and Gartner has picked up on the importance of CDPs in their 2016 Hype Cycle.
Companies store customer data in CRM and ERP systems, marketing databases, manually captured data sheets, market reports and the like. To increase the efficiency and effectiveness of your sales team, combine all customer and market data and then use intelligence to transform this bulk into meaningful information.
Adding a customer data platform (CDP) to your CRM landscape takes this a step further by providing a central hub in which meaningful customer data is accessible within the context of the customer, ready to be transformed into real measures at the perfect moment.
Become a customer-obsessed organization
The game-changer? Combining a high-performing tool, meaningful data and data intelligence in order to achieve relevant insights at the right moment, through the right channel, for the right customer.
Your data is worth gold. By introducing a CDP into your organization and combining it with your CRM, your sales department receives an invaluable output from the CRM system. The CDP is poised to become the sales team’s greatest ally, as it increases their performance and provides key information to help them win the battle for the right customer at the right moment with the right offering.
Stay tuned for upcoming blog posts on how CDPs change the responsibilities of sales reps and the nature of supporting organizations and processes, and explore how to boost adoption.
