March 17, 2022
4 ways CDPs drive customer satisfaction
CDPs provide a deep insight into your customers, which help drive satisfaction. Read ahead to discover four ways you can launch a CDP to create satisfying and engaging customer experiences.
To satisfy your customers, you have to do more than just meet their expectations—you must exceed them.
Your customers have more access to brands than ever before, which means you’ll need to go above and beyond to continue winning their business time and time again. This is precisely the reason why the ‘one size fits all approach no longer carries as much relevance and why you should adopt a more dynamic strategy to improve customer satisfaction.
This is where Customer Data Platforms (CDP) come into play.
What Is a customer data platform?
CDPs are software designed to collect customer data from different channels. These platforms organize and unify that data across databases for improved planning and customer segmentation. An effective CDP will give all teams and stakeholders access to the same hub of customer data, breaking down data silos, and leading to the creation of more cohesive customer experiences.
Nowadays, your customers can interact with your brand through a wide assortment of channels and platforms including mobile devices, web browsers, SMS, emails, and social media platforms. This multi-channel approach complicates the data capture process, and make it difficult to create the personalized experiences that your customers expect.
A CDP simplifies and unifies your data collection, ensuring you don’t have to keep different data on the same customers. As a result, you can achieve a more consistent customer database, which empowers your teams to create more engaging and satisfying experiences.
A fully functioning and effective CDP should be able to capture, review, and store full details of your customers ensuring that you have the most complete picture possible. CDPs also integrate with other software, making them a crucial part of any tech stack. All of this data is accessible in real-time so that you can adapt and respond to shifting customer needs as they arise.
CDPs and customer satisfaction in retail marketing
Many retailers face the same issue—siloed databases.
CDPs solve this problem of data isolation by creating a unified approach to storing and accessing your customer data. When you have your customers' data arranged and stored in a single customer view, you can easily create hyper-specific segments that aid in building more effective marketing campaigns, reinforcing your outreach efforts, and improving your product launches. When utilized successfully, a CDP can give your teams the tools to hone in on specific customer needs so that you can satisfy them directly.
CDPs are built upon three distinctive customer data types:
- Demographic data: demographic data captures basic information about your customers, identifying who they are, their birthdate, and specific interests.
- Behavioral Data: this data focuses on information around specific interactions your customers have with your business. These data points include factors like clicks, scrolls, and browsing history.
- Transactional Data: this form of data captures sales transactions from your customers such as purchasing history and promotion responses.
The more you know about your customers the better you can work to serve them and satisfy their needs. CDPs facilitate that knowledge, making it easier to give them what they want and surpass their expectations.
How to improve customer satisfaction using a CDP
CDPs collect data and provide better insights into your customers' journey. But, it's up to you to use that data to create engaging customer experiences that excite and delight.
Below you’ll find four strategies for improving customer satisfaction with the help of a CDP.
1. Apply customer segmentation to launch personalized emails
Emails are a great way to connect with your customers and serve as a platform for you to remind them of offers, new products, or special deals. You can use the data-built customer profiles from a CDP to enhance your email strategy, segmenting your audience based on:
- Age and gender
- Specific behaviors or interests
- Geographical location
- Careers or titles
- Purchasing behaviors
With highly defined customer segments, you can develop customer touchpoints and experiences that are personalized to engage with your audience more directly. As a result, you’ll realize improved customer satisfaction as you create the connections that your customers are looking for.
2. Apply customer segmentation on your social media marketing
Like emails, you can utilize your CDP to enhance how you interact with your customers via social media platforms. Social media is a booming channel for retailers, as some platforms provide ecommerce marketplaces that you can host directly from your account. This makes the checkout process easy for customers as they can proceed through all steps of the customer lifecycle on a single platform.
A CDP provides deep insight into the type of customers who are most engaged with your brand. With this insight you can tailor your social media content to activate potential lookalikes, expanding your audience of dedicated brand evangelists while at the same time continuing to satisfy those who are already committed to your brand.
3. Attend to the needs of your most valuable customers
Unfortunately, not all customers deliver the same value, as there is always a segment of your audience who will deliver more value for your brand than others. These customers make the most purchases and are loyal to your brand, offering up long-term retention for returning purchases. Your business heavily relies on them, and so, you need to make them feel heard and valued. While you should not neglect prospective customers, those who are already loyal to your brand are easier and cheaper to retain and can market your business through word of mouth and positive reviews.
CDP software helps you to segment your customers based on high-value purchasing behaviors. As a result, can easily recognize the customers who buy from you the most and the products that activate their behaviors. With this knowledge, you can target them with relevant marketing and product suggestions, making their customer experiences as seamless and personalized as possible.
4. Gain insights about your business
With the help of a CDP, you can take a top-down view of the entire customer journey, allowing you to review for weak spots and identify the aspects that work. For example, you can use a CDP to examine which product results in the most returning purchases. With this product identified you can promote it in marketing so as to generate customers with a higher lifetime value.
Alternatively, a CDP can provide insight into potential faults in your customer experience. If you have an abundance of abandoned shopping carts, you can take a deep dive and investigate exactly what made them stop the checkout process and discover ways to get them activated again.
Leverage the power of a CDP to improve customer satisfaction
CDPs serve as your go-to tool for increasing customer satisfaction and gaining a deeper understanding of who your customers truly are. Lexer CDXP makes that effort seamless as it is designed to help retailers and marketers launch advanced customer segmentation without the need of an IT or data science team. Join over 150 leading retailers who choose Lexer to help them unify their customer databases and create experiences that satisfy their customers and deliver remarkable business growth.