CIO OPINION
The first concept highlighted is that consumers interact across all channels , depending on when and what they want to do . It is already clear that those who buy online today can buy in-store tomorrow and vice versa . We cannot treat online customers and in-store differently .
A customer wants to be treated and recognized at all times , regardless of the channel they choose to use . Therefore , we must have customer information across all channels always available for use . It is the concept of omnichannel in the extreme . they like , what they do not like , and , above all , to learn how we can satisfy their demands to develop a bond with them .
The fourth concept is that we want to improve information over time , so we can improve our understanding and relationship with consumers by giving them the experience they are looking for besides generating a sense of belonging so that we have an even better relationship . Then we can measure it over time , grow and learn from them .
The second concept is that companies increasingly want to know their end consumers and not only want to understand the customer who buys from them , but they want to get to know the customer who consumes their products and generate a direct relationship with them .
To achieve it all , it is essential to have the information available , but not only that . It is also crucial to have strategies that allow us to collect this information , and for this , a flexible and fast enabling solution such as CDP is essential .
For this , it is necessary to implement identification techniques , give them something in return , and create a bond that lasts . It is very similar to the first concept , but from the manufacturers ’ point of view , not the sellers .
The third concept is that we want to know more about consumers to understand what and why they buy , what
CDP serves to identify a customer , get their data in a unified way and enrich it over time .
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