Customer data platforms (CDP): A personalisation leap forward

Customer data platforms (CDP) represent a big breakthrough in CX optimisation

If you’re a smart marketer in any given industry, you already understand the value of personalisation and CX optimisation. They feed the exceptional buyer experiences you need to win today – to delight audiences and ultimately keep customers coming back for more. And it’s not just marketing anymore: personalizing messages, touchpoints and delivery across the entire customer journey builds trust in your brand. It creates moments of delight for customers, and upselling opportunities that customers welcome because they enhance their experience. It requires tight coordination across areas that are functionally related, but often practically disparate, like:

  • Customer databases
  • Call centers
  • Brand strategy and campaign execution
  • Marketing automation
  • Content management
  • Real-time interaction management
  • Supply chain
  • IoT

This article explores how customer data platforms (CDPs) can unlock that potential for brands:

  • Why CDPs support true data-centricity
  • How CDPs change customer touchpoints across the whole organization
  • CDP use cases
  • Your CDP readiness check
  • How to start right with a CDP

Contact us

Quinton Pienaar

Quinton Pienaar

Partner, PwC United Kingdom

Michael Kornstein

Michael Kornstein

Principal, PwC US

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