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Authors
Abstract(s)
Com a transformação digital e a proliferação dos vários canais de comunicação, é cada vez mais desafiante para as empresas compreender o comportamento e necessidades dos seus clientes, com vista à criação de experiências personalizadas.
Se, por um lado, o CRM permite agregar toda a informação acerca das interações do cliente com a empresa, tipicamente ligada aos departamentos de marketing, vendas e apoio ao cliente, o CDP, por outro lado, permite integrar e gerir todo e qualquer comportamento que qualquer utilizador tenha com a marca, independentemente do canal ou identificação que utilize.
O presente estudo tem como objetivo investigar de que forma a tecnologia CDP ajuda a centralizar e unificar toda a informação do consumidor e a incrementar a sua relação com a marca, através da personalização em real-time nos momentos-chave da customer journey.
Através de uma metodologia qualitativa, procedeu-se à realização de entrevistas semiestuturadas a empresas que usam CRM e empresas que usam CDP com o objetivo de perceber quais as necessidades e limitações que estas enfrentam no que diz respeito aos dados e à criação de experiências personalizadas para os clientes.
Os resultados da investigação permitem concluir que, por o CDP possuir ferramentas mais capazes de integração e identificação do cliente nos vários canais, permite a criação de uma visão unificada de todo o seu comportamento com a marca. Ainda que o consiga fazer, o seu papel não é substituir o CRM mas trabalhar de forma paralela para que se criem experiências ricas e personalizadas para o cliente.
With digital transformation and the proliferation of multiple communication channels, it is increasingly challenging for companies to understand their customers' behavior and needs in order to create personalized experiences. On one side, CRM allows aggregating all the information about customer interactions with the company, typically linked to marketing, sales, and customer support departments, CDP, on the other hand, allows integrating and managing any and all behavior that any user has with the brand, regardless of the channel or identification that they use. This study aims to investigate how CDP technology helps centralize and unify all the consumer's information and increase their relationship with the brand, through real-time personalization in crucial moments of the customer journey. Through a qualitative methodology, semi-structured interviews were conducted with companies that use CRM and CDP in order to understand what needs and limitations they face regarding data and the creation of personalized experiences for customers. This research results allow us to conclude that, because CDP has tools that can better integrate and identify the customer in the various channels, it enables the creation of a unified view of all his behavior with the brand. Although it can do so, its role is not to replace CRM, but to work in parallel to create rich and personalized experiences for the customer.
With digital transformation and the proliferation of multiple communication channels, it is increasingly challenging for companies to understand their customers' behavior and needs in order to create personalized experiences. On one side, CRM allows aggregating all the information about customer interactions with the company, typically linked to marketing, sales, and customer support departments, CDP, on the other hand, allows integrating and managing any and all behavior that any user has with the brand, regardless of the channel or identification that they use. This study aims to investigate how CDP technology helps centralize and unify all the consumer's information and increase their relationship with the brand, through real-time personalization in crucial moments of the customer journey. Through a qualitative methodology, semi-structured interviews were conducted with companies that use CRM and CDP in order to understand what needs and limitations they face regarding data and the creation of personalized experiences for customers. This research results allow us to conclude that, because CDP has tools that can better integrate and identify the customer in the various channels, it enables the creation of a unified view of all his behavior with the brand. Although it can do so, its role is not to replace CRM, but to work in parallel to create rich and personalized experiences for the customer.
Description
Keywords
Big data Customer data Customer data Customer relationship manager Customer data platform Visão 360º do cliente