[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@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\/#BlogPosting","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\/","headline":"Make Better (Data) Choices: Unified Customer Profile Checklist & CDP","name":"Make Better (Data) Choices: Unified Customer Profile Checklist & CDP","description":"With the following unified customer profile checklist, you can find insights to improve your overall customer data strategy. Explore how your current customer data strategy and customer profiles compare to what a CDP can do.","datePublished":"2021-05-13","dateModified":"2023-03-24","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/monique-martin\/#Person","name":"Monique Martin","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/monique-martin\/","identifier":536,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/51eed778cc010bafb5e8c8dd2277880acb1d49d0f68e446de8c378ff0ff75ee2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/51eed778cc010bafb5e8c8dd2277880acb1d49d0f68e446de8c378ff0ff75ee2?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/04\/dynamicProfiles_1200x375.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/04\/dynamicProfiles_1200x375.jpg","height":375,"width":1200},"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\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/cdp-customer-data-platform-solution\/","name":"CDP: Customer Data Platform","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_data_platform"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/commerce-general\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-data\/","name":"Customer Data","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_data","http:\/\/www.wikidata.org\/entity\/Q56278300"]},"Customer Journey","Customer profiles: Customer Identity + Access Management (CIAM) for B2B and B2C"],"wordCount":924,"keywords":["Benefits of a CDP","CDM | Customer Data Management","CDP | Customer Data Platform","CIAM | Customer Identity and Access Management","Consent Data Management","Customer Profile Management","SAP Customer Data Platform","What Is CDP"],"articleBody":"With the following unified customer profile checklist, you can find insights to improve your overall customer data collection strategy. Because you don’t know what you don’t know. So, it’s worth exploring how your current customer data strategy, data collection, and customer profiles compare to what a CDP can do.Data collection practices to improveUse CDP to address these data collection weaknesses and improve customer profiles:Too many data siloesInconsistent data collectionFailure to manage data volumeUndefined strategy for data useYou 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.A 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?They 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.Lastly, 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.This content is hosted by a third party ( player.simplecast.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowA unified customer profile checklistTo help you assess your current customer data strategy, we\u2019ve created the following progression for you to consider.Do you collect customer data at every touchpoint?Do you collect data from each interaction\u00a0including all online and offline touchpoints in real-time?Are your data collection practices consistent across the brand?Do you know the purpose of all the customer data you collect?Do you associate customer data with a foundational identity? Can 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.      It’s possible to grow an LOB with a customer profile strategy                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.      Offer customers transparency and personal data control for profilesDo 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.An 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.Bonus: 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’ll have in you and your products.The 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’t defend how you created it.      Create happy customers: Untangle a web of marketing tools and data for best use                Effective digital marketing starts with a clear data ecosystem. Using this step-by-step plan, you can create a solid foundation for happy customers.      Analyze customer profiles to gain rich insightsDo you analyze customer data in a way that can help you build out a customer journey specifically tailored and relevant to individual customers?Can you identify high-priority customers as they engage with your business?Do 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?Can you fuel engagements across your enterprise with accurate, rich customer context in real-time?Do 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.  Real-time insights.Across all touchpoints.Yes. For real.Get the details\u00a0HERE."},{"@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"}]}]