It’s impossible to really understand your customers and create great experiences for them without having the ability to first identify them as individuals.

For brands to be successful, they need to have a clear view of who customers are and be able to anticipate what they might need. Brands should know who is buying or engaging online, in-store, or via a third-party. Are they deal shoppers, or maybe big item purchasers? Are they members of your loyalty program, occasional customers, or first-time buyers? All of these factors determine how you can and should engage with your customers.

The problem? There is an abundance of customer data and personal identifiable information (PII) and it all lives in its own little silo with a special little handshake that’s required to access it. Each data point is an interaction, and often an unknown interaction — it’s not until it is compiled into a complete Customer 360 database that it becomes something you can actually use.

The solution? Gathered into a unified customer profile, these bits of transactional data now become invaluable to the brand. They are a roadmap to personalization that allow you to build stronger relationships with each of your customers.

It’s not just an advantage, it’s a necessity: according to a recent case study from Constellation Research, “the ability to clearly identify individual customers, analyze their behavior, and tailor communications and experiences based on those insights has become indispensable.” For brands with a strong customer data foundation, really knowing their customers, especially in times of uncertainty, improves the way they can adapt and prioritize based on the individual’s needs, wants, and behaviors.

The journey to understanding customers varies from brand to brand, but there are often similar pain points. Most commonly, it's outdated, poorly functioning, and expensive systems paired with slow and cumbersome processes that block innovation and prevent the development of a unified customer profile.

Constellation Research recently spent time with three brands discussing this very issue. This case study highlights the challenges, solutions, and roadmap for building a thorough understanding of customers that drives strategy.

Read more about how these brands used a Customer Data Platform to:

• Reliably connect multiple data sources to better identify meaningful customer segments with distinct preferences, priorities, and behaviors

• Use these newly discovered insights to drive strategy and growth opportunities across advertising, sales, and product offerings

• Develop more accurate and efficient processes leading to cost savings and increased visibility across teams and departments

• Improve analytics to more accurately fuel omnichannel and customer experiences across web, store, and call centers

Learn more from Constellation Research, VP and Principal Analyst, L. Nicole France about how Amperity helps brands transform their businesses by bringing customers into clear focus.