CIO OPINION
We must have customer information across all channels always available for use . It is the concept of omnichannel in the extreme .
Jorge Baron , Vice President , Keyrus Latin America
CDP and the challenge of omnichannel
Jorge Baron , Vice President , Keyrus Latin America , explains the concept of the Customer Data Platform ( CDP ), which aims to enhance the customer experience .
One of the newest concepts in Customer Experience ( CX ) is Customer Data Platform ( CDP ). Usually , when a new concept appears in the sector , there are several definitions of what it is and what it is for , in general , and most with a technological focus on how to define what a CDP should cover .
These are valid and interesting discussions in more theoretical spheres and , in most cases , come down to how to solve a business problem from different starting points . The important thing is not to lose sight of the business challenge we want to solve .
What is the business challenge for CDP ?
As digitization advances and organizations get closer to their consumers or customers , it becomes increasingly important to identify and find them in the channel the consumer chooses to use at the moment he or she uses it .
This simple definition , which we have been hearing about for a long time , has several implications that are not so easy to resolve , thus generating the need for a CDP .
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