Our series of valantic blog posts consists of eight parts and provides insights into the implementation of a customer data platform (CDP). In the planning phase, we established the project organization and defined requirements. Next, we progressed to the implementation phase, created the specifications, set up the basic configuration and data collection, configured use cases, and performed quality assurance before the go-live.
We can now move on to the operational and further development phase, which marks the final stage of our project. This phase will allow us to maximize the benefits of the CDP.
Once a CDP has been implemented, it’s crucial to ensure effective collaboration between team members to maximize the value of available data. Successful collaboration allows for the pooling of expertise from various departments, leading to a comprehensive understanding of customers and their needs. This, in turn, facilitates decision-making, promotes the creation of targeted marketing campaigns, and strengthens customer loyalty.
For the effective use of a CDP, existing processes must be adjusted and new ones introduced to promote collaboration between different departments. Equally important: providing education and training to employees to acquire the necessary knowledge and skills to use the CDP effectively. Adopting an agile, hypothesis-driven process within the operational model can help foster collaboration and derive maximum benefit from the CDP.
Agile methods are particularly well-suited for developing operating models in CDPs. Through regular iterations and close collaboration between teams, results can be achieved quickly, and feedback can be gathered to adjust the model accordingly. We recommend the following steps:
The collaboration model is a structured approach that can be effectively applied for process optimization. A thorough analysis, prioritization, and implementation process, along with ongoing review and optimization, ensure the success of various measures in the long term.
To make sure that the new work processes defined in the CDP project become firmly integrated into the structures of the organization, continuous development is necessary. We will delve into this topic in greater detail in the final part of our CDP blog series.
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