The competitive advantage of data.
It’s no longer enough to be “customer-focussed” – it’s time to be “customer-obsessed”.
Customers are more savvy and well-informed than ever. They have high expectations and, with all the shopping channels available to them, will ditch you in a second for someone that will give them the experience they desire.
Understanding your customer, their data and how you can securely and effectively manage it is key. Data is sacred, and consent comes only with a clear value exchange; the promise that you will provide superior experiences and better personalisation.
First-party customer data, data that your brand has captured (with consent), will be very different from the data your competitors have. This allows you to deliver data-driven experiences to customers that no other brand can offer (since they won’t have the same data).
If you don’t have your data unified in one single location allowing everyone in the organisation to work with the same data, you can’t fully leverage that data.
Unifying your product data and your customer data is key to providing relevant, engaging and contextual experiences, no matter where the customer is touching your brand.