[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/13\/cdp-is-your-current-customer-data-collection-strategy-equipped-to-build-dynamic-unified-customer-profiles\/#Article","articleBody":"With the following unified customer profile checklist, you can find insights to improve your overall customer data collection strategy. Because you don\u2019t know what you don\u2019t know. So, it\u2019s worth exploring how your current customer data strategy, data collection, and customer profiles compare to what a CDP can do.\nData collection practices to improve Use CDP to address these data collection weaknesses and improve customer profiles:\nToo many data siloes\nInconsistent data collection\nFailure to manage data volume\nUndefined strategy for data use\nYou may be thinking, \u201cmy company does deliver a personalized customer experience based on customer data.\u201d Unfortunately, you may be suffering from too much of a mediocre thing.\nA majority of organizations have a minimum of 11+ systems of siloed data, which inhibits them from delivering exceptional customer experiences consistently. They\u2019re unable to meet the real-time expectations of customers because they don\u2019t have the agility to better understand customers and deliver better outcomes. Delivering hyper-personalized experiences across channels and touchpoints has been a long-standing goal for marketers, but can your customer service solution, \u00a0commerce platform, and strategy do the same?\nThey also have inconsistent data collection practices. Data collection shouldn\u2019t just be collecting every data point. A company should have a strategy and purpose and use for each data point they collect from their customer to create a unified customer profile. Inconsistent data collection can lead to fragmented views of the customer, but also potentially regulatory risk.\nLastly, they\u2019re unable to manage data volume. Many organizations are unable to scale to organize and properly or effectively store the data they collect. Existing solutions within the organization might be able to capture and hold the customer data, but not be able to assign the data to the appropriate customers at scale.\nA unified customer profile checklist\nTo help you assess your current customer data strategy, we\u2019ve created the following progression for you to consider.\nDo you collect customer data at every touchpoint?\nDo you collect data from each interaction\u00a0including all online and offline touchpoints in real-time?\nAre your data collection practices consistent across the brand?\nDo you know the purpose of all the customer data you collect?\nDo you associate customer data with a foundational identity? \nCan you identify your customers with CIAM across all channels and devices? Attributing data to a foundational identity allows for data unification through CDP\u00a0and a unified customer profile.\n \n \n \nIt\u2019s possible to grow an LOB with a customer profile strategy\n   A customer data platform (CDP) doesn\u2019t just benefit your customers by creating a foundation for connected, hyper-personalized customer experiences. It also benefits your employees.  \nOffer customers transparency and personal data control for profiles\nDo you have a data privacy strategy in place? Customers are demanding to control their data in order to trust you, and governments around the globe are passing legislation to ensure this happens. Customers are willing to give you their data if they understand the purpose\u00a0of your data collection and use. They also want to control the data they share. A good rule of thumb is if you are creating a unified profile for a customer, they should be happy with the profile and how you build it.\nAn enterprise consent and preference management (ECPM) solution improves your relationship with customers by allowing a \u201cself-service\u201d preference center for your customers to manage their relationship with your brand. Giving your customers control and access to update their profile, account information, consent, and preferences isn\u2019t a \u201cnice to have\u201d \u2013 it\u2019s a must.\nBonus: an ECPM helps address data privacy requirements in legislation and regulations. It can also keep your business audit-ready by acting as an enterprise-wide repository of captured consent. The more customers understand that ethical management of data is a part of your operation, the more trust they\u2019ll have in you and your products.\nThe number of data privacy regulations is growing. In fact, many states are taking it upon themselves to create their own regulations. So, you need to ensure you\u2019re equipped to cover your organization around the United States and the world. The greatest customer profile in the world means nothing if you can\u2019t defend how you created it.\n \nCreate happy customers: Untangle a web of marketing tools and data for best use\n   Effective digital marketing starts with a clear data ecosystem. Using this step-by-step plan, you can create a solid foundation for happy customers.  \nAnalyze customer profiles to gain rich insights\nDo you analyze customer data in a way that can help you build out a customer journey specifically tailored and relevant to individual customers?\nCan you identify high-priority customers as they engage with your business?\nDo you anticipate a customer\u2019s next step, allowing you to be proactive in resolving any issue that may arise all help prevent customer churn and turnover?\nCan you fuel engagements across your enterprise with accurate, rich customer context in real-time?\nDo you integrate with any and all customer-facing systems in order to continually delight customers by creating unique, hyper-personalized engagements throughout the customer\u2019s time with your brand? A unified customer profile is key for driving loyalty and repeat business. It\u2019s also vital for creating brand advocates that will help expand your customer base.\nReal-time insights. Across all touchpoints. Yes. For real. See the demo HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/13\/cdp-is-your-current-customer-data-collection-strategy-equipped-to-build-dynamic-unified-customer-profiles\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/13\/cdp-is-your-current-customer-data-collection-strategy-equipped-to-build-dynamic-unified-customer-profiles\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2021\/05\/Monique-IMG_2297-150x150.png"},"name":"Monique Martin","sameAs":"https:\/\/www.linkedin.com\/in\/monique-martin-150723114\/","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/monique-martin\/"},"dateModified":"2021-11-09T03:21:33+00:00","datePublished":"2021-05-13T18:13:46+00:00","description":"Customer data collection requires a plan and understanding of regulations. Use this unified customer profile checklist and CDP to get ahead.","headline":"Make Better (Data) Choices: Unified Customer Profile Checklist & CDP","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/13\/cdp-is-your-current-customer-data-collection-strategy-equipped-to-build-dynamic-unified-customer-profiles\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/04\/dynamicProfiles_1200x375-1200x630.jpg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/13\/cdp-is-your-current-customer-data-collection-strategy-equipped-to-build-dynamic-unified-customer-profiles\/","name":"Make Better (Data) Choices: Unified Customer Profile Checklist & CDP","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/13\/cdp-is-your-current-customer-data-collection-strategy-equipped-to-build-dynamic-unified-customer-profiles\/#Article"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"05","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/05\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"13","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/05\/\/13\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Make Better (Data) Choices: Unified Customer Profile Checklist & CDP","item":"https:\/\/www.the-future-of-commerce.com\/2021\/05\/13\/cdp-is-your-current-customer-data-collection-strategy-equipped-to-build-dynamic-unified-customer-profiles\/#breadcrumbitem"}]}]