Gain Deeper Insight On Customer Interactions With The Salesforce Customer Data Platform



June 27, 2022

Salesforce's CDP To Strengthen Customer Engagement

The Customer Data Platform (CDP) has become one of the hottest topics in marketing technology. Salesforce has also recently relaunched its CDP, which was formerly known as Customer Audience 360. Marketers use Salesforce CDP, or Customer Data Platform, to capture, unify, segment, and activate all of their customer data. It gives advertisers a single source of truth for each customer as well as allowing them to customize their experiences in marketing, commerce, sales, and service, among other areas. To give a single client view, this platform simplifies and links records from diverse data sources. It is a unique platform that can effectively work with Salesforce and complements the Marketing Cloud Platform. With this platform, it is possible to combine multiple customer activities in one single place while combining the identity profile into a single integrated platform. Salesforce CDP satisfies all of these standards admirably.

Key Advantages of Using Salesforce CDP

  • Outstanding Cross-Platform Usage

Salesforce CDP helps in combining all the data from your Marketing, Sales, Analytics, and Service Clouds in one place as well as integrating important third-party apps. Also, Salesforce’s acquisitions of Datorama and Tableau boost the Salesforce CDP’s abilities in terms of data visualization and business intelligence. Other features such as Interaction Studio, Loyalty Management, and Commerce Cloud also prove beneficial for CDP customers to get real-time interaction data, eCommerce insights, and more.

  • Unification of Data

The Salesforce CDP efficiently unifies and stores the granular behavior of your online and offline customers. This data gives you a better understanding of your customers by compiling their activities and preferences. With this, you can analyze the data to plan your messaging and marketing according to the customer’s behavior and collected data.

  • Act as Both Types of CDP (Insight and Engagement)

The Salesforce Customer Data Platform is capable of working as both types of CDPs (Insight and Engagement). With this, you can avoid incurring extra costs on the customers who have already purchased the product you planned to sell. Also, it provides personalized and flexible offers in prices which customers are most likely to accept. Using this method will enhance the chances that customers will interact with your offers by around five times more. You can divide your customers into two categories, “loyal customers who spend more” and “customers who have ceased spending.”

Who Can Benefit From Salesforce CDP?

The key goal of Salesforce is to use the cloud to connect all of a company’s moving elements. Salesforce CDP is an ideal option for the companies which are working with collecting data from multiple sources, storing it, and generating insights to trigger marketing activities and campaigns. Salesforce CDP identifies specific positions within your organization, such as marketing manager and data specialist.

How Does Salesforce CDP Help to Grow Your Business?

How Does Salesforce CDP Help to Grow Your Business

  • By Creating Smarter Audience Segments

Generally, businesses struggle with audience segmentation because it’s a complicated, expensive, and time-consuming process. Salesforce CDP features a powerful segmentation engine that enables users to swiftly query a large number of data parameters, create audience segments, and utilize them for targeting mobile messaging advertising and other purposes. Salesforce CDP has a user-friendly interface and comes with easy drag-and-drop functionality for audience segmentation.

  • Create a Personalized Engagement via Single Source of Truth

Salesforce CDP has the ability to ingest large amounts of data and unify large volumes of personal, behavioral, demographic, purchase, and interaction data. Along with this, it also ensures to maintain the customer permission across touchpoints. By using powerful identity resolution features such as fuzzy matching, it integrates different prospect or customer identities into unified customer profiles. With these profiles, you can see how your customers interact with your business across functions and brands. The unified customer profiles will allow you to provide the right message to the right customer on different channels and hyper-personalized their shopping experience. You can also utilize this data to block irrelevant communication.

  • Provide Better Insight for Informed Decision Making

With unified customer data, you can get deeper insights such as calculating customer lifetime value or engagement score. Further, it will help you with enriching profiles and establishing intelligent audience segmentation to improve your audience engagement across different channels and campaigns. Viewing the metrics in simple and interactive formats provides better insights and understanding of customers which benefits in making informed decisions. With this, you can adjust your marketing and sales campaigns accordingly to optimize their performance.

For example, using data visualization provides a single view to compare your marketing campaign performance metrics. In this way, you can easily identify which campaign works well for a specific customer segment to boost your marketing strategy and optimize budgets.

  • Build Better Experience to Gain Customer Loyalty

The best thing about Salesforce CDP is that you can utilize its data and insights across different departments and throughout the customer lifecycle. It helps you with boosting your audience reach with lookalikes, improving retention via loyalty segmentation, and driving engagement through behavior-based targets, churn identification and special offers. You also have the option to integrate Salesforce CDP with Salesforce Marketing Cloud and Interaction Studio to create personalized cross-channel messaging journeys across both outbound and inbound channels. It efficiently works with CRM to offer deeper behavioral insights for customers to drive cross-sell and up-sell.

What Role Does Salesforce CDP Technology Play in Future Marketing?

Data sharing between marketing, service, and commerce allows us to deliver a complete, holistic customer experience. Salesforce CDP has the great ability to break down silos by unlocking and sewing data together to generate a unified customer profile. This platform is easy to use and comes with amazing drag-and-drop features that allow marketers to work without depending on data engineers. Salesforce CDP can help organizations to connect with their customers at the right time, with the right message, and on the right channel. It believes that Salesforce CDP can make organizations more agile for quick adoption of current marketing trends.

Wrapping Up

Salesforce CDP is one of the most powerful tools for marketers and organizations. It has the great ability to provide a 360-degree view of all customers in a single, easily managed location. Companies can utilize Salesforce CDP to analyze, collect, and enrich their first party data. It provides a user-friendly interface for easy understanding of data. Businesses can use AI-powered analytics to gain actionable insights and make data-driven decisions.

Are you also looking for a seamless Salesforce CDP Platform Implementation? If yes, then Ksolves experts are here to help you. At Ksolves, we are backed by a highly experienced team of Salesforce professionals who can implement the most practical and appropriate CDP solutions for your project.

-You can contact Ksolves professionals today to get expert Salesforce Consulting Services.

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Swati Gairola

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