A Customer Data Platform (CDP) doesn’t run smoothly on tech alone — it requires a measured approach when rolling out the platform, and ongoing effort across multiple teams, along with consistent check-ins. In our previous installments, we touched on common pitfalls in the buying process and during early usage. Now, we’re diving into things to watch out for during the third part of the process: building to value.
Not thinking big about the end customer
There’s so much new information your business has access to when first standing up a CDP that it can be easy to fall victim to one of the most serious mistakes there is: losing sight of your customers.
It may seem paradoxical that implementing tech to increase the focus on customers would result in thinking less about the customers. But evolving the use of customer data to guide strategy and execution involves tech, tools, culture, and outlook. That’s a lot of change to manage — and the outsized results in customer satisfaction and economic outcomes make it all worth it — but it’s important not to let the internal focus of transforming the business obscure the end goal of serving the customer.
This frequently rears its head in the form of losing sight of the customer experience. To avoid that, align the business on a few tangible use cases you can launch with that focus on improving client service. Always keep in mind that using what you learn from customer data leads to improved business results precisely because you are serving your customers better. When working with customer data, don’t just think about how it can improve your numbers. Always keep in mind how it can improve your customer experience by aligning on some questions you want to ask of the data that line up with your customer and business strategy
Before deploying a CDP, it’s likely your customer data was fragmented and hard to reach. Now your company will have access to rich customer profiles, brimming with insight into their engagement history, lifetime value, promotional sensitivity, and much more. With this wealth of information at your fingertips, it’s tempting to dive into action immediately.