How a Customer Data Platform Works

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The core task of a CDP is to link all customer data in one central location. This involves linking different CRM instances as well as connecting databases that do not usually exchange customer data, such as marketing tools, customer service software or e-commerce engines. Data collection requires the creation of a uniform cross-device customer ID. This also applies to anonymous customer profiles that can be linked for later identification. The consolidation of the data, also known as identity resolution, creates a uniform profile, the so-called unified profile. In the final step, the unified profile is made available to the user in real time in the form of visual insights.

Advantages of a Customer Data Platform

Real-time customer engagement at all touchpoints
Unified view of customer data across all business areas
Designing consistent customer experiences across all channels and devices
Unified sources for customer data
You can find more information about CDP on our website .

Distributed Order Management: cross-channel and trend-setting
If order management is split into different applications, inventory data cannot be updated in real time, which can lead to frustration for customers and within the company. For example, a customer may not see a product luxembourg consumer email list on a retailer's product overview page, even though it is available in the retailer's downtown store. Theoretically, the product could be sent directly from the store to the interested party. However, a visitor to the online store cannot know this and will therefore not purchase the product from that retailer online.

Therefore, dealing with order management is one of the biggest challenges for companies with multiple sales channels. A competitive advantage arises for those who rely on Distributed Order Management (DOM) as part of their unified commerce strategy.

While the classic order fulfillment solution focuses on the automation of order processing processes such as transactions, customer communication and service, the DOM also ensures cross-channel control of orders and transparency of inventory. This also includes the dispositions during order processing. The DOM is supplemented by advanced order routing. This determines which location can process the order for the customer.

In our example above, distributed order management would ensure that information about the stock of the product in the brick-and-mortar store is also available online. This means that the range from the brick-and-mortar store could also be offered for sale online.