Article and infographic:
12 CDP use cases

6/12 use cases that help you choose the best CDP. The infographic
with all 12 CDP use cases is available for download.

Due to the increase of data, the interest in tech platforms such as a Customer Data Platform (CDP) is growing. Particularly departments like marketing and IT show a need for these platforms. Understandably, because they benefit most from a unique customer view that can be used along the entire customer journey.

One CDP isn’t the same as the other. Because of the broad offer, we share 12 use cases that will help you in determining what type of CDP suits your organization most. This way, you make the right decision more swiftly.

1. Safeguard customer centricity
The creation of a unique customer view appears to be a standard part of every CDP. However, connecting (data) sources with the channels where the data are to be used, often turns out to be more challenging than easy. Because the platforms that were designed from (and focus on) an online environment, are less geared towards existing offline customer data. And the other way around, the platforms that have flown from offline customer data environments are less focused on online challenges.

Consider your core purpose. Is that:

  • A unique customer view across all data sources and systems?
  • Optimizing the online customer experience?

If your organization uses multiple customer journeys across on- and offline channels, then a CDP that moves between two worlds marks the right choice.

2. A unique customer view with proprietary, first-party data
The world is becoming cookieless. Now that the keys to customer recognition are disappearing, there is a large-scale search for other ways to keep recognizing customers. Because one thing remains unchanged: everyone wants to be assured that they can communicate the same message through a variety of channels.

Not every CDP recognizes your customers anytime and everywhere. Yet, if you are focused on serving your customers in the best way possible, this is certainly a condition. Because customer identification is a profession in its own right, it requires specific expertise. Therefore, we advise you to look for a CDP provider with a proven track record in this field. Or explore the possibilities of another platform, such as MDM.

3. Activate potential customers and leads
When it comes to a customer, you usually have basic information at your disposal. In contrast, you know (practically) nothing about a potential customer and a lead. You make the difference by communicating with potential customers and leads through the right channel and at the perfect moment.

Even though the letter C in CDP stands for Customer, a solid CDP can actually manage prospect and lead information and draw insights from them. Be sure to choose a CDP that:

  • Indicates if (or when) a prospect has become a customer.
  • Provides the option to adjust all customer communication.
  • Makes it easier to build a customer relationship, regardless of your choice of channel.


4. Personalize your customer communication
Customers expect you to know and recognize them anytime and everywhere, regardless of the channels they use to communicate with you. Are you able to communicate with them across all channels? Then you’re well on your way. Can you personalize customer communication in the right way with the most recent data? Then you’re truly relevant in the eyes of the customer and you’ll build a relationship with them.

To achieve this, check the following CDP functionalities:
• Are current customer data shared in real time with each application in your landscape?
• Can you easily add new sources and channels via self-created API endpoints?

5. Comply with law, regulations and consent requirements
Everyone knows about the existence of laws and regulations such as the GDPR. But did you know that consumers have the right to access all their details, in all your (customer) files? And that consent management is becoming an increasingly important part of customer management?

In both cases, the following applies: choose a CDP that builds a unique customer view and makes it accessible, because this facilitates the presentation of requested information and the monitoring of customer data.

6. More relevant messages across all channels
A CDP helps you to communicate with your customers more relevantly. But not every CDP offers the possibility to send this relevant message across all your channels.

If you want to direct all your communication omnichannel – for example when you want to inform a customer that you’ve reached via an online channel per mail – then a CDP with a marketing automation functionality proves most suitable. You improve your engagement and increase the result.

Download the infographic with all 12 use cases