Introduction
Talking about personalized customer experiences that make them feel special is a challenge for many. Brands and marketers are constantly trying to meet customer expectations but are unable to bridge performance gaps. Though businesses collect customer data, they lack efficient data management with real-time insights and profiling capabilities.
Adobe Real-Time Customer Data Platform (CDP) fits the bill here with the capabilities to get data from multiple sources and build profiles in real-time that help to address audiences in a most personalized way possible. To understand what is Adobe Real-Time CDP and how it works?, read our previous blog. And for now, let’s delve into the benefits of Adobe CDP for businesses and marketers to bring back customer loyalty and deliver desired brand experiences.
What are the Adobe Real-Time CDP Benefits?
1. Unified Profile
Image curtsey: Adobe
The first step towards understanding your targeted audiences is to get their profiles with enriched details and segmentation that gives deep insights into their preferences, lifestyles, and behavioral analysis.
However, these audiences are not limited to particular channels, interaction points, and data systems but rather spread over multiple sources. There is a dire need for a customer data platform that collects data from these online and offline sources and combines them to build unified profiles with clear segmentation and insights. The platform should then enrich these profiles with audience information to get actionable insights.
Marketers and brands seek help from customer data platforms (CDPs) available, but eventually end up with duplicate data, out-of-date information, and data privacy and security concerns. They lack essential features like data hygiene, identity resolution, and cross-channel orchestration to keep the data sanity.
Adobe brings this Real-Time Customer Data Platform (CDP) that empowers the brand to meet their personalized B2C, B2B, and hybrid customer experiences (CX) at scale in real-time without manual efforts and processes. One of the essential benefits of CDP is that it collects data from sources like web searches, ad clicks, and device IDs, which helps to create enriched detailed profiles in a secure environment for more targeted and personalized campaigns.
2. Connected Experiences
Image curtsey: Adobe Experience League Communities
The digital landscape has connected and seamless are the prerequisites to enhance customer journeys and elevate experiences at various touchpoints. Each engagement counts. This is what a brand is aimed to do: to do more than just sell. They want to add the brand experience (BX) quotient that reflects in the customer journeys. Wherever your customers are, they get a uniform connected experience, offline or online, in B2B, B2C, and hybrid experiences.
Customers and audiences interact with brands using different channels, including offline (Point-of-Sale, etc.), and they even switch from one to another. And what about the experience? The experience should be connected to keep it consistent and intact for your audience throughout the customer journey.
Marketers usually face the challenge of managing out-of-date customer profiles and preferences, a lack of behavioral insights, delayed data updates, isolated or disjoint experiences, and siloed systems. Collectively, these result in poor sales figures, a lack of customer loyalty, and low customer lifecycle value (CLTV).
Adobe Real-Time Customer Data Platform (CDP) brings the opportunity to make meaningful experiences powered by real-time data, intelligent automated workflows, and rapid campaign activation to turn audiences into loyal customers. It empowers marketers with the robust capabilities of advanced data management, campaign orchestration, and real-time cross-channel activation tools to transform the experience.
3. Enhanced Security
Image Courtesy: Adobe Experience League
Customer data, privacy, and regulations are critical for brands while collecting, storing, and further processing data for their marketing campaigns. Customers are sensitive about the use of their personal data, and the concern became huge after the introduction of GDPR, CCPA, and other similar data protection laws. Marketers are also concerned about cross-border business where they need to adhere to the laws of more than one country.
Customer data platforms (CDPs) usually lack data security, privacy, and responsible usage; that creates a space for a robust data management platform that follows responsible data usage practices and has reliable security and privacy norms, too.
Adobe’s customer data platform offers unmatched capabilities in advanced data management and security. It comes with predefined and customizable data labels to meet GDPR and CCPA regulations, a data trail, and data misuse, and real-time alert capabilities to capture customer consents and opt-out preferences to avoid any mishaps.
4. Combined B2C and B2B
B2C and B2C customers could be complex if customers are buying themselves or on behalf of their organization; the reason is that they expect similar experiences in both these situations. It is more challenging when you have many B2B and B2C businesses with their own data platforms, and you wish to explore new opportunities, higher conversion rates, and more loyal customers.
Adobe Real-Time CDP, powered by Adobe’s Experience Data Model (XDM), has been designed to combine personal and professional data in real time for each customer for unified customer insights. A hybrid unified profile ensures consistency in experiences in both interactions, including personal and business. It uses data sourced from both for more accurate identity management to drive personalized experiences.
Conclusion
In the digital era, where customers are always connected to various sources of information and their preferences evolve constantly, listening to online chatters and understanding customers is essential. Additionally, customers frequently switch to channels, touchpoints, or devices, so a connected experience is another demand to stay in the business. Adobe Real-Time Customer Data Platform (CDP) is the solution to bridge the gaps in expectations and experiences by removing the isolation in systems and offering more personalized experiences at scale.
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Abhilash is a coffee-fanatic marketer and storyteller, always seeking new experiences and captivating stories from life. With his meticulous research and vivid narratives, he simplifies complex technologies accessible to all. He spends much of his spare time on traveling and stories from life.
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22 July, 2024 Establishing any business has become a task because of the intense competition in the marketplace. Imagine the need to get noticed and compelling customers to make a purchase amidst every brand doing the same. That’s why it becomes imperative to choose the right tools that can elevate your business experience. Adobe Experience Manager is one such powerful tool that can uplift your business and yield maximum conversions.
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