客户数据平台：客户体验管理的未来

INSIDE Discover how one brand reimagined how it manages first-party customer dataFind out how AI helped a grocery store chain generate US$2.5 million yearly Foreword Contents Today’s consumers expect seamless, personalizedexperiences powered by advanced technology—yetthey also demand that brands maintain a genuinehuman connection. Striking this balance is no easy Forewordpage 2 with AWS Marketplace, explores how CDPs empowerorganizations to navigate the intricate balance betweenprivacy, trust and data-driven decision-making. Asconsumer concerns over data privacy intensify and Protecting privacy, building trustpage 3 Upgrading CDPs with AIpage 6 CDPs serve as powerful software systems that collectand unify customer data from diverse sources—social media, email, live chat, and beyond—creating Through real-world examples from Tealium, Amperity,Treasure Data, JobCloud, and Yum! Brands, as wellas insights from Freshpet, Liberty Specialty Markets, Measuring ROI of CDPspage 8 Conclusionpage 10 However, the ability to gather and analyze vastamounts of customer data comes with a degree About AWS Marketplacepage 11 Organizations must implement best practices tosafeguard sensitive information while remainingcompliant with evolving regulations. Fortunately, artificial About CX Networkpage 12 Protecting privacy, building trust Consumers are weary of constantly being asked toshare data points and preferences with businesses.As technology advances, people have larger digitalfootprints, and they are becoming more aware of the “Achieving full personalization – focusing on the ‘segment of one’– is an ongoing journey that requires continuous learning andadaptation. Businesses should approach this goal as a progressive Ekaterina Mamonova, global head of broker proposition at Liberty Specialty Markets “Nowadays, companies have access to anunprecedented amount of customer data – andthat’s a superpower. But as Voltaire said and Spider-Man popularized: ‘With great power comes greatresponsibility,’” says Dominik Olejko, retail expert in Indeed, protecting privacy and sensitive personal datais the first step in building relationships with customers.While CDPs require customers to provide more of that Protecting privacy, building trust For highly regulated industries, the mandate topersonalize customer service can be an even biggerchallenge. Insurance companies, for example, manage traditionally have operated. Now, they can move tomore targeted markets to refine products and betterunderstand the evolving needs of each customer group, tools and data governance tools. One of the big drawsto Tealium was the fact that it built consent and privacypolicies into the first-party data strategy, according to a “When carriers begin to embrace a customer-centricapproach, they are doing far more than just respondingto market demands,” she adds. “They are building a Tealium’s Real-Time CDP and Consent Managementlets organizations capture, store and enforce customerconsent preferences across multiple touchpoints. Also, Regulations, including the General Data ProtectionRegulation (GDPR), Personal Information ProtectionLaw (PIPL) and Health Insurance Portability andAccountability Act (HIPAA) require insurers to ensure Rethinking management of first- “Trust is the new currencyof loyalty, and brands thatrespect privacy, empower Applying data to provide a customized customerexperience was top of mind for JobCloud, a leadingdigital company for the Swiss jobs market. Its leaderswanted to build a 360-degree view of users. The first “Noncompliance with these regulations will attractconsequences for such carriers – which, in turn, is likely The desire to provide personalized service is the reasonfor taking on the risks and being so careful with people’sdata. After all, more than 80 percent of respondents in Before users could benefit from the results of thisstrategy, JobCloud needed cleaner, more comparableand interpretable data for client- and server-side Protecting privacy, building trust As a result of this alliance with Tealium, JobCloudcreated AI-powered job descriptions on its B2B system.In addition, it built an AI tool to support draftingcover letters and tailoring applications to specific job throughout the application process, from first searchto managing sent applications. JobCloud can usethis information to send supportive messages thatspeak to the job hunter’s experience via third-party personalization without invasive tracking, and createmeaningful customer relationships built on transparency Businesses that prioritize respectful and transparentpersonalization will earn customer trust and stand “With third-party cookies depreciating, businessesmust shift to collecting and activating zero- and first-party data in a way that fosters trust,” says Matt Gray,senior vice president of partnerships and alliances at “Achieving full personalization – focusing on the‘segment of one’ – is an ongoing journey that req