Customer Data Infrastructure is the new CRM

We help businesses better understand their customers are. The proliferation of channels makes this previously simple goal inherently complicated. We work with businessesto to collect every first-party interaction and integrate that data into the many tools that business use to engage and communicate with customers. 

A new category of software has emerged to overcome the challenges with managing customer data in today’s digital economy. Whilst CRM and, more recently, CDP offer partial solutions, an underlying customer data infrastructure is essential to operationalising disparate data sources. 

Setting up Customer Data Infrastructure provides the technical foundations for customer-first businesses to unify, standardise, and activate the customer relationships at scale.

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Steps to establishing customer data infrastructure

Data integration

Integration provides the foundation of an exemplary digital customer relationship programme. The foundations of rely on connecting first-party customer interaction data across every channel, from mobile to web, retail to backend ERP systems, payment services to help desks, and even CRM.

Data governance

If you thought data hygiene issues made life difficult in the days of email marketing, think about the issues you might have when integrating business systems outside the marketing sphere. To trust that the data in your tools is accurate and consistent you need a robust data governance model.

Data activation

The final step is to make that data actionable. Many organisations fail to plan for this when embarking on a customer data project. If the data is not actionable in the hands of marketers it is almost useless. Data integration and data governance ensure that the ecosystem is connected, clean and most importantly actionable.

Customer first technology platforms

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