Lift the lid on several best in class customer data platforms and find out what differentiates them
Customer data platforms (CDPs) collect data from various tools, validate, and clean it before processing and consolidating it. Following this process, the CDP creates a unified profile of each customer.
With those profiles, the CDP channels individual customer information to other tools such as CRM systems. As a result, companies can deliver reliable data across the enterprise and improve customer experiences.
Here are the top CDP solutions to explore in 2022.
Segment sends insights to a data warehouse alongside preparing it for advertising, proactive marketing, and analytics tools.
Also, it allows users to identify what personal information they collect – alongside the source – and where they send it.
When data looks out of place, the CDP allows users to reject the outlier or keep it for further inspection. Doing so may well surface surprising CX trends.
With the unified view of the customer that Segment provides, users can pinpoint behaviors and “segment” customers to tailor their future experiences.
The SAP Customer Data Platform aims to unify, respect, and activate customer data.
First, it unifies ALL online and offline sources of insight to create a robust customer data foundation and unlock the potential of several value-add tools. AI typically powers these.
Next, it promises to respect customer data choices to build trust and address data privacy requirements, which are becoming increasingly stringent.
Finally, the CDP activates insight that enables hyper-personalized CX and more intelligent customer journey design that meets customer preferences.
With built-in AI and machine learning, Oracle Unity brings together siloed data and applies intelligence to surface insights that power data-driven decisions and journeys. These support service, sales, marketing, and commerce teams to enhance CX.
Take customer service as an example. The CDP pulls data from various sources as the customer searches the website, including what they search for, what they click on, and previous visits to provide relevant guidance that reduces the chance of contact.
Yet, if the customer does choose to engage with an agent, all the relevant, unique data is available on the agent desktop, streamlining the call handling process.
All this rolled into one results in valuable, timely support that enhances CX.
Powered by machine learning algorithms, Tealium prides its CDP platform on being quick to deploy in mid-to-large-sized enterprises across a range of industries.
It enables marketing automation, supports AI-powered analytics, and provides a plethora of third-party integrations through its marketplace, providing centralized access from many platforms.
As a result, most companies do not have to rethink their entire enterprise technology ecosystem and do not sacrifice data insights.
Infusing AI-driven insights into business processes is a central facet of Microsoft’s vision for the future of customer experience management (CXM).
Its solution stands out in its use of data visualization, enabling a comprehensive view of every customer enhanced by aggregated audience intelligence from Microsoft Graph.
With integrations across the Dynamics portfolio, companies can gain further insights by integrating Power BI.
Also, companies can use the data from the CDP to build better apps with Power Apps and trigger workflows based on real-time customer data with Microsoft Flow.
The solution allows users to discover high-value customer segments, predict customer intent, and reduce time to insight even without these additional integrations.
With cloud-native data mastering and a modular API-driven cloud architecture, companies can enrich customer information and benefit from microservices such as process orchestration, automation, and analytics tools.
However, it already has many native AI features powered by machine learning. More innovative perhaps is its use within the CDP’s contextual matching, pattern discovery, and real-time insights.
The Customer 360 platform also integrates with various other solutions inside the Informatica Master Data Management portfolio to ensure enterprise-wide benefits.
Uncover more of the basics of CDP systems by reading our article: What Is a Customer Data Platform?