Mobile Customer Data Integration

#AI has been the dominant buzzword in the tech world and beyond in recent years, but as Omair Ahmed Khan often points out, we must not forget that all cutting-edge technology is fueled by #data. Data is of critical importance to us, as it is the cornerstone of our future success and competitiveness—only if we are able to fully understand and exploit its potential. Data helps us understand our customers, their needs, and their experiences better, allowing Deutsche Telekom to provide much more relevant and personalized offers while foreseeing and avoiding our customers’ major concerns. This, evidently, generates significant business value in the form of revenue and cost savings. That is why I was pleased to see our colleagues, Sharareh G. and Ole Rahn, share insights on two key subsequent projects of ours. In their posts (https://lnkd.in/dmeJc3sM; https://lnkd.in/d-njuShC), they elaborate on the Customer Data Platform and Customer Interaction Platform, two critically important tools designed to enhance productivity and simplify our agents' tasks while offering an improved, more convenient experience to our customers. 🔸Customer Data Platform (CDP): CDP was the response to the challenge we were facing due to the lack of reliable interrelations between fixed-line and mobile data. By merging data to create an integrated customer view, CDP brings more personalized service to our customers, increased efficiency, and transparency, while reducing agent workload and service time. The goal is to extend the capabilities and features of CDP to our non-assisted touchpoints, such as #OneApp and #OneShop. 🔸Customer Interaction Platform (CIP): This tool, designed based on the success of CDP and now running as a pilot, aims to achieve a 360-degree view of the customer, recording all interactions a customer has had with Deutsche Telekom. The idea is to create a holistic picture of customer activity-data across all channels. By facilitating easy access to a comprehensive view, our agents can serve our customers more effectively through real-time data aggregation of purchasing power and family structure, supported by CDP. I want to thank Sharareh and Ole for the inspiring overview and acknowledge the dedicated efforts of all our colleagues who are constantly bringing new state-of-the-art solutions to life. Markus Broll; Olessia Hutzelmann 

What does your customer experience when she walks into your branch?   Many banking leaders will say: She is greeted by a knowledgeable advisor in a modern branch. She’s offered a coffee. She receives transparent advice, with the advisor sharing the screen to build trust. She leaves feeling her needs were understood.   And that is often true - up to a point.   But hours later, she gets a push notification promoting a loan she explicitly declined. Two days later, she receives a cold call about another irrelevant product.   What’s happening here? Is she interacting with two different banks? From her perspective - and too often from the backend data - she is.   The reality is, the information she shared in the branch isn’t always integrated with the data the mobile app and contact center rely on. The process often depends on the manual input from branch advisor.   Many of us remember when “omnichannel” was the aspiration: synchronizing data across all touchpoints. In practice, this often proved complex and fragmented.   Today, as most customers primarily engage through their mobile app, we don’t simply need omnichannel - we need integrated channels, with mobile as the single source of truth.   We believe the best customer experience happens when advisor and customer see the same thing - literally. When what the advisor has on their tablet is the same app the customer uses at home - not just for consistency, but for data integrity and trust. In addition, it empowers customers to explore new digital capabilities with confidence, whether on their own or with an advisor's support.   At Raiffeisen banka a.d. Beograd, we recently took a big step in this direction by introducing our mobile banking app on advisors’ tablets in branches.   This has already made a difference: bringing data together, making the advisory process more transparent, and improving satisfaction. Even in the pilot phase, we saw faster sales processes and double-digit growth.   We are building the digital bank with a human touch. Integrated channels help us seamlessly connect digital and human interactions, creating consistent, meaningful experiences.   Thank you to the great team who made this happen. Together, we’re setting a new standard for what banking experience can be! Jelena Aksic, Iryna Arzner, Mathias Fanschek, Piotr Niedziela, Karoly Treso

Customer Data Platforms (CDP): ELI5 Edition At least once a day, I get asked about CDPs from a client or colleague. What are they? Do we need one? Who? How much? Here's a quick rundown: What is a CDP? I'll steal Tealium's definition ('cus I like it.) "A CDP is a technology that collects data in a governed way from sources like web, mobile, in-store, call center, and IoT, unifies it to create accurate customer profiles in real time, and then makes it accessible to and actionable for other tools and technology." What does a CDP solve? 1.) “Single source of truth for customer data” - No longer have fractional customer views in CRM, Email, ERP systems, loyalty programs, offline and POS, etc. - One unified view of the customer, syndicated to all systems. 2.) Combats cookie-loss with 1st Party Data - Timely and critical due to increased cookie blocking and privacy. - Includes zero-party data (customer survey responses, attributes & preferences) 3.) Governance & Privacy - Due to privacy and data regulations like GDPR, CCPA. Managing consent (opt-in/out) across platforms is increasingly challenging. - A CDP can centralize this at the user level and syndicate it to all tools. 4.) Data Activation & 3rd Party Integrations - No-code connectors to share data w/ 3rd parties - UI-based audience, segmentation, and customer journey builders 5.) Analytics & Modeling - Reporting, financial modeling, predictive analytics are stronger due to clean and current data So how does a CDP work? 1.) The CDP collects or ingests data - web, mobile, CRM, transactional, POS, etc. 2.) Visitor data is blended to a single customer profile - via cookies, customer ids, device fingerprinting, email addresses, 3rd party ids 3.) Those visitors are then grouped into segments (audiences) 4.) Clean audience data is shared ("activated") into other tools What are some real-world use cases? - Managing consent & opt-out across multiple platforms (e.g. email, sms) - Audience synch and building high-value lookalikes (Meta, Google) - Browse and Cart Abandon - Cross-channel ad suppression post-purchase - Multi-channel marketing campaigns (“Customer Journey”) - Customer Service (CS has immediate access to customer history and traits) - Web & App personalization (e.g. favorite categories/products) - Customer & Cross-channel Reporting & Analysis  - Advanced Analytics (Forecasting, ML-based predictive analytics) I have an extended slide deck that I share w/ clients and internal folks that also includes: - Best practices when implementing a CDP - Common stakeholders - Integrated vs. Composable vs. "CDP-lite" players - Example data in CDPs Let me know in the comments/DM if you'd like a copy, happy to share. #cdp #customerdataplatform #dataanalytics #marketinganalytics