- CXM architecture design
- Design and implementation of unique customer repositories
- Aggregation of customer data
- Management of customer identification and authentication (CIAM, SSO, etc.)
The “Customer eXperience” strategy revolves around mastering the Customer lifecycle, encompassing all stages of customer data creation and updates, regardless of the type of data (fundamental, transactional, behavioral, etc.), across all touchpoints.
The challenge lies in defining this lifecycle, identifying the system components responsible for each type of data (CIAM, CRM, MDM, CDP, etc.), determining the various channels offered, and establishing the associated governance to ensure the quality and consistency of customer information. It is crucial to keep all information up-to-date, reliable, and coherent.
In the era of artificial intelligence and predictive analytics, along with stringent regulatory requirements, it is essential to have a complete mastery of the customer data value chain and its governance. Our expertise lies in assisting you in this domain.
Customer data is ubiquitous: e-commerce, CRM, flat files, loyalty programs, POS systems, and more. There is a strategic imperative to unify, standardize, and store this customer data in a reference system.
Various solutions exist, all aiming to manage “complete” customer data, sourced from multiple channels, and expose this data to applications that require it, particularly for activation purposes.
From the customer’s perspective, it is also crucial to have the ability to manage their own data, update it, and request its deletion while adhering to applicable country-specific regulations (such as GDPR).
Ultimately, unifying the data is necessary to enable seamless omnichannel use cases, ensuring customer recognition regardless of the interaction channel involved.
The ultimate goal of achieving a 360-degree view of the customer revolves around leveraging this knowledge to intelligently “activate” prospects and customers, whether it be through acquisition or loyalty efforts. This activation entails a delicate balance of relevance, personalization, and non-intrusiveness.
Activation serves as both the final link in the customer chain and the initial step, as campaign results and feedback hold significant value in enriching customer knowledge.
There are numerous marketing activation tools available, sometimes integrated within a CDP (Customer Data Platform), while others are dedicated to email or advertising campaigns, content or product recommendations, re-targeting, and more. The choice of tools depends on ambitions, existing infrastructure, and the chosen architecture for the customer data lifecycle.
In the landscape of unified commerce and multichannel strategy, the significance of loyalty programs cannot be underestimated. These programs must be carefully designed to provide customers with a seamless and consistent experience, whether they are online or in a physical store.
Thoughtful development of qualifying point attribution mechanisms and status is a crucial component of their design. This approach aims to guide customers towards recurring and beneficial behaviors. By fostering such practices, customers are encouraged to maintain their commitment and loyalty, regardless of the preferred interaction channel.
Customer Data Platforms (CDPs) have been one of the most significant “hypes” of the past five years. Off-the-shelf solutions all promise a comprehensive 360-degree view of the customer and their activation, enabling personalized activation with the right message, product, at the right time.
But what about reality? What are the necessary prerequisites before considering implementing a CDP (such as the customer lifecycle and governance)?
How do Composable CDPs challenge packaged solutions?
We are here to assist you in accurately defining your requirements, designing architectures and workflows, selecting appropriate solutions, and, of course, implementing them.
Analyzing and optimizing customer journeys is a cornerstone in the digital realm.
By understanding and enhancing the paths customers take throughout their experiences, companies can achieve significant results. By analyzing the various stages of the customer journey, from initial discovery to final conversion, it becomes possible to identify points of friction, improvement opportunities, and ways to deliver a smoother and more personalized experience. This approach enables optimizing customer interactions, increasing engagement, driving conversions, and fostering customer loyalty. By understanding customer preferences, needs, and behaviors at each stage of the journey, companies can tailor their marketing strategies, offerings, and communication channels to maximize impact.