Today, we are witnessing an era where brands are leveraging personalization to cut through the noise in the competitive marketplace.
E-commerce stores can predict what products their customers will buy next. And online streaming platforms can recommend relevant shows that viewers are more likely to watch with greater accuracy. This sophisticated personalization has turned out to be a mutual benefit for both businesses and their customers!
Want to know what this means for your business? In this blog, we have discussed Salesforce CDP and how you can best leverage this platform for driving your business value through personalization!
Customers today interact with your brand through various channels (emails, web, mobile apps, social media platforms, and various other means!) When they do so they expect you to have an intimate understanding of all their needs and preferences. For example, when they look for a specific product on your company’s website, they want the same to be translated to the mobile app experiences and even when they visit your store!
In order for you to provide this omnichannel experience, all your interaction points must be connected in real-time.
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A Salesforce Customer Data Platform will help you combine all your data in real-time so that you can deliver a hyper-personalized experience to your customers with ease!
How does a Customer Data Platform work?
CDP works by connecting all your customer data in a single place. This is very crucial because data today comes from diverse sources and every moment your customers interact with your brand through the same identities on different platforms!
Let’s take a scenario where you are sending an email to your customer about the new range of furniture you are launching! Now the customer opens the mail and checks a few images you have attached to it. After some time, they want to have more options, so they go to your website to check on all the available models.
Now, how would you figure out that the same person who opened your email also visited your website to get more options? As long as your systems are disconnected and your customer identities are incomplete, you will never be able to figure out these cross-channel interactions. That’s where CDP steps in and helps you reconcile the identities of your known customers!
CDP connects all the relevant dots and figures out that the person who opened your mail also visited your website with a range of details like mail IDs, phone numbers, cookies, and mobile device identities!
With all this information, it also creates a unified profile for your customers so that you can track all their interactions in real-time, perform segmentation, and deliver personalization across touchpoints!
What are Customer Data Platforms used for?
In a world that is increasingly data-driven, CDPs have a lot to perform. Here we have discussed three common ways through which you can leverage the platform to deliver an outstanding customer experience.
1. Send the right ads at the right time!
Most of the time, we’ve all had the experience of being targeted online by ads for the things we’ve already purchased! Now, this is an ideal example of how brands are leveraging customer data the wrong way!
CDP will help you overcome this drawback and promotes upselling and cross-selling by connecting your marketing efforts with your customer’s purchase history! So now that you know for sure that your customer has purchased that brand new iPhone 14, instead of sending the ad for the same, you can share ads for AirPods which they are more likely to buy!
Anticipating your customers’ needs and recommending relevant products is now super simple with Salesforce CDP!
2. Personalize offers based on your customer’s interest!
The relationships you form with your customers are built on a series of moments! With Marketing Cloud Customer Data Platform, you can collect and unify all your data in real-time. This will let you humanize and personalize every moment your customers interact with your brand.
For instance, let’s envision a situation where a customer comes to your website and browses a particular product – say a dazzling red Vespa! Wouldn’t it be great if you could send a personalized email or a push notification to them based on their interest?
Well, with Salesforce CDP you can make it happen in no time!
What happens here is CDP connects all your customer identities and interactions (in real-time) to your marketing engine. When your customer spends time watching the features of a particular product on your website, Interaction studio will capture this detail and within seconds you can send a personalized message through Marketing Cloud Email Studio!
For example: “Test drive that red Vespa today and get $400 off MSRP!”
As improbable as it may seem, customers who see content tailored to their interests (test drive that red Vespa!) are more likely to actively engage with your brand and purchase the product from your store!
3. Drive your marketing efforts with an insight-driven approach!
Businesses today have more data than ever before! But still, all these data are disconnected from each other and operate in silos!
For example, email engagement data is separate from website analytics data! And the website analytics data is separate from display ad data. Now stitching that customer data together and tying all those interactions with the same customer can be an arduous task especially when you are into legacy systems.
But CDP is a next-generation business innovation that connects your customer’s marketing interactions (email and advertisement engagement), their e-commerce data (purchase history), and website interaction data (product viewed multiple times) and also makes it available to your service reps.
To see how this works in real life, let’s take an example where your customer has browsed about ergonomic sofas, that provide good lumbar support and has only engaged in emails that contained subject lines like – “Ease your back from the stiff and comfortless sofa!”
When this customer visits your store, your Sales rep will show them all the sofas that are good for the back and will also mention the models that best fit your customer’s budget!
Without wasting much of the customer’s time, your Sales rep can recommend the right product and your customers can also make quick buying decisions. Thanks to the power of data!
Closing Thoughts!
If you are looking forward to driving your business processes through sophisticated personalization, Salesforce Customer Data Platform is a must for your enterprise. Apart from sophisticated personalization, CDP will also help you overcome everyday business problems like data silos and disconnected systems!
Looking forward to implementing Salesforce Cloud Customer Data Platform? We at AVASOFT understand that a data-driven business model is getting a boost! Our Salesforce experts will internalize your business needs and provide relevant CDP solutions to level up your personalization game!
