A specific MarTech category has been getting a lot of attention recently: it is called Customer Data Platform.

The experience that customers are facing today is more fragmented than ever. Companies are communicating with their customers on their website, on socials, via email or using mobile apps. At the same time, customers are interacting with companies’ support teams via the help desk or via live chat, and shopping has become a hybrid experience – taking place both in store and online. The amount of communication channels and customer engagement data is so high that it has become extremely difficult for companies to coordinate all of this and provide a seamless customer experience.

Nowadays, it is quite common to see customers being addressed with wrong communications due to inconsistency or siloed data, which may result in customers being unsatisfied or even abandoning the brand altogether. The more reliable data companies have access to, the less likely these type of events will occur.

Does your organization have a lot of data spread over different systems? Does your organization have a siloed structure which does not allow for an optimal use of data across departments? Is the quality of data generally lacking? If your answer to these questions is yes, then that’s where the CDP technology could come into play. This article will give you some guidance on how to assess your current maturity level, which will then help you understand whether or not you are ready to benefit from the full potential of CDP.