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According to Gartner, only 14% of organisations achieve a 360° view of their customer. Of those who do achieve it, 44% claim their 360-degree view resides in a customer data platform. Is the customer data platform (CDP) a must-have to ensure a customer experience that meets today's standards? Or is it "old wine in new bottles?" Is it simply a shiny new way of looking at the same old customer data hub concept?

A CDP connects and combines customer data from all possible data sources and touchpoints that are part of the customer journey. It tracks and unifies that data to create one unified customer profile. This data is then used to ensure that you always deliver the right message to your customer, according to their interactions across different channels (eg: sales, marketing, service, etc).
Sales have a 360° view of the customer, including products, campaigns and service inquiries to drive an optimised next-best-offer.
Marketers can identify and shape every aspect of the individual customer journey. They will be able to create personalised, omnichannel campaigns to enhance customer lifetime value.
Service agents will improve efficiency, better anticipate needs and personalise interactions, even close the loop back to sales to identify potential customers and proactively approach them.
Sounds great!! But, is it a new goal? Is CDP the right choice for your organisation to get there?