The Secret Ingredients to CX Excellence: Data, Design & Delivery

Hear how Europe’s leading brands drive customer loyalty & advocacy through their data-driven marketing strategies




Video transcript

Ulisse Sarmiento 0:28 Yeah, thank you. Happy to be here and happy to tell about those secret ingredients to CX Excellent. So I said my name is Ulisse Sarmiento solution consultant at Tealium. I have been working with more than five years to bring up the markets moving up. Yet the brand and also seeing this customer data platforms coming up. And really everyone getting interested in that and this is what I'm going for. But just before I start going in retails, really everyone thinks about my names. What is really kind of funny so this is really underneath. And the story behind it. It's really interesting.

So because I'm Italian, I was born in Germany, I grew up in Germany. My wife is Hungarian and my kids they don't really know what, what they are. And this is a problem that companies have if they think about data, so I have lots of data sources. So my heritage, my country where I was born, the heritage of my wife's country, so lots of data sources. And now myself I need to put it together, put it together means understand the different cultures, they get the best out of the cultures. And then if I'm going to talk to my relatives in Italy, if I'm going to talk in German, to people over here, or if I'm going to be in Hungary, so I need to adapt the language I need to be Italian and German I need to speak Hungarian. That little bit what I can. So it's kind of adult data orchestration data sources, cultures, bringing together finding out the facts and then using the right language to the right channel.

So really really interesting journey that I that and I hope you will enjoy today's session. Thank you. So at CDP journey so far, how does the CDP journey look like? And what is what is your experience? So most probably right now, the customers probably have multiple different profiles within your company. Right? That means they are recommend data living in various tools, various data sources, maybe the customer they have different touch points, and every of this touch point is going to create a single customer but what in the end what's happening is labs like this picture that yeah, you merge all the data and you have your single customer view, but is this this this really what you need? Is this the customer the similar customer you so you need to understand if this is the right way and with with single customer view, you are going to deliver the right experiences and engagement so far, can you do that question. What we received in the market is that if we talk about customer data platform CDP the most important areas that needs to be addressed, the three following so one is the data collection, privacy 62% mentioned data collection and privacy how to get the right data from the different data sources, not only the online data sources, but from all data sources, and how can I manage the privacy especially in Europe, and when you're in the Netherlands but also in Germany? We are really aware about privacy laws and we want to be really compliant.

This is really important to to keep track on that and this is what people look for when they talk about the customer. Also 61% said that the customer analytics and predictive insights are important. Not only bringing the data together but also getting data out understanding what the customer is doing. So where the customer is it's it's doing sense of how is he behaving? What is the best way of of advertising, but also getting predictive insights on maybe what is he going to do next? What is he what is what is what is you want to do with data? Is he going to purchase or is it just churning? So all that that stuff is really important and this is predictive insights and then 59% says growth and customer acquisition is important. Of course, only with growth and with customer acquisition. You can get more and more people attracting you get more people on your on the touchpoints interactions. And then you want to do that and so this is this is what we see see in the market. And also what we see in the market is that lots of companies in the industry adopt for the customer data platform. So they are putting lots of investment in customer data platform. And you see with the numbers here that more than companies 300% of companies are talking about CPS or managing CDP's or saying that they are CDP's the CDP employees are raising dramatically. So you see a 371% increase of CDP employs people working with CDP, but also people  talking about CDP. And then what you see in the industry is also that lots of funding is going into the direction of customer data platform. And that shows you that this is an important market. And it's not only Yeah, a trend in the market. No it's it's something that can help you as a company but also your customer to deliver great customer success stories. So what is this about? So what is driving the need for customer data platform? And here we have for four points. One is this third party dealers. The first challenge that we have is that many marketers feel the strain of third party cookie diminishment that means while they will never disappear entirely, the data that is used within those cookies for fuel targeted campaigns or doing SOA strategies is becoming really difficult and nearly impossible. If you don't have the data in a row.

That's its leading word first party data approach. first party data the data that your company directly collect is so important for it for customers, wherever they are online or offline. With all these first party data companies now face the so called privacy paradox. I was talking about the privacy is really important, right. So how do you meet the demands of consumer who want to have a more experience a personalised experience which required lots of good data, pull off the customer journey, but also you need to meet the demands of the privacy of their data. In the past, what we have seen is more data you collect more from more sources the bigger the risk, this risk is to dimensioning damaging and more costly the data leaks are companies have no choice but to do both. To stay competitive. You need to lose however, you slice it. You realise slicing companies have more customer data that they know what to do with it. According to a research from Splunk 55% of the data of an average enterprise company collect is dark data that data is data that brands are collecting but might not even know about. Maybe you still know what I'm talking about. At the same time. All the data requires people to watch over, right? Again, it's privacy governance, it's derive insights from it and put it into action. Companies don't have enough people. To chase down every byte of data. You need to understand where data is coming from how the data looks like.

And this is why a customer data platform becomes so crucial. According to the CMO console, only 77% of the marketers in 2018 felt felt they could currently effectively enable delivery of real time data. Data driven marketing needs engagement. of both physical and digital touch points. And it needs to be in real time. This is really a low number that we are seeing. But if you think about the real time demand that a customer that your customer have, you also need to be able to deliver the data in real time to the right channel to the right moment in the right moment to the right people. And this is only possible again, if you have a customer data platform that supports you in the real time. And this is what we think it's driving the need for a customer data platform. So let's fast forward into 2027. So it's let's look into five years. So where are we going? Where are we heading? We know it's really hard and it's really not so easy to to to go five years in front but what we know already today and what we believe it's going to be in five years is something that we call it a personalization at scale. Customer experience driven by actions and by preferences, personalization at scale will be the only way to go to market. Otherwise you are not able to improve your retention your average order value you are not able to reduce your churn or you are not able to increase the recommendation. This is all equal. So it's not just one point that is important. You need to take care and you need to think about personalization in every aspect. And only if you do that value. For example, the lifetime value becomes the key metric of your success. And this is something that you need always need to keep in mind. Having a key metric of success is so so welcome to the interconnected world. Trust vertical personalization threw out the power of the data corporators of the future. So one example here, the well being of the well being personalization means when my healthcare provider is speaking to my policy provider, and my payment provider is speaking with the regulated leisure providers. This is personally station if they know it on every stage of the single journey that you're doing. This is the interconnected world but how how to do that? Definitely. It's mobile. We believe in mobile. Because think about where is your mobile at the moment. Most probably because you are on your desk or maybe you're in a coffee shop and you you enjoy your coffee by listening to me. Your mobile is on the desk beside you make it in your pocket. It will always be with you. I think there's no one that doesn't carry the the phone almost everywhere. And this is so important because that gives you the opportunity not only to understand what the customer is it's doing how it is interacting. But there's also the geolocation that can give you an added value into your customer journey.

The real world third party cookie is the geolocation right. But you need to think about a first party context and plug it into the into the data set. The mobile is so important for agility we all know that the market, especially mobile, is reacting really fast. So if you send a push notification, normally it's ready. We know website personalization can be done. But you need to think about also personalising the mobile experiences. So you need to think about mobile and not neglect that. And we as a provider, we as tealium we have to do to provide you the right tools to enable the customer journey. On on a mobile experience. So we have invest invested lots of time into SDKs that helps you to collect the right data to personalise the data, but also give you the possibility to use that data that is collected by the SDK of freedom and put it equal to other vendors use that data for other vendors pass the data of other vendors. So this is this is really important because if you are able to use the mobile data understanding mobile data and personalise the mobile experience, you will be able to address customers communicate with customers every time before they have them or by reading them. So really, really important. So one example of a customer that uses TPM is prime credit. Credit as a cause has a consumer behaviour is evolving and customers are becoming a customised to perform performing activities such as applying for loans entirely online. Prime credit was keen to expand the digital marketing capabilities first need by implementing a system to manage the media tags within the website but also in the mobile and use that effectively and secondly, by capturing all events and triggering marketing automation on the websites on offline channels but also be mobile. After implementing tealium. They were able to see when a customer dropped off during the process of researching or applying for a service on their mobile apps. So again, really impressive way of handling data from different data sources.

They could then so prime prime credit could trip your following company following up communications such as notification reminding, reminding people to complete the application to complete their processes, application processes and all that stuff. So really great results that we have seen from crunch it another point is the right customer conversation at the right at the right time. So that means you need to understand, like competitive sporting teams. It's understanding. So I'm I'm a passionate football coach. So I like to do to manage a team and if you think about a football team, as your customers, then everyone in the team needs to be ready in the moment. They need to be prepared and they need to be ready for to the for the for the engagement. Some players they are on the bench. Some players are on the ground. But if the bench players are added into the team, they're going to be there. What they do is they need to be in that moment. They need to be ready and so is your data. So you need to be ready when you need to deliver the data. That's what we have to deliver. That's what our customers actually need. All their customer understanding at the fingertips like is the sports coach having the the players available, you need to have the data available and intelligent interpretation is needed of the current situation and you need to be able to have options on how and when to talk to the customer. Talking with customer is the same to gives an accurate picture of the customer and intelligent view as I said in the beginning of the customer building the customer relationship and for a correctly typed communication using the right content to the right people in the right moment. brands and consumers are adopting to what they see as useful communication. This is what we see. And of course, if you you have shorter interaction times you need to be faster in the communication and this is how you can help. So what we did was with with another customer of ours, a lady where a friend called Roman originals.

This is a family owned business stablished in Birmingham in 1957. Their data driven journey began with the need of better understanding the customer journeys. So we talked about understanding customer journey personalization, personalising the customer journey and ensure the integrity of the customer need to be used along this journey. Roman originals chooses TDM on Joe Joe's team to help them to change the company to do something totally different. It is an established company. And now with tealium They started to get to do really modern in a really great stuff and data driven the head of commerce told that tedium helped romance Romans to connect, understand and activate the data. All while improving the data integrity. Were all key differentiators for them. They head off come ecommerce said one of the biggest myths of E commerce is that you spend 90% of your time driving 10% of your revenue for us to reverse that. It makes everything a lot easier. This is a quote from Ian Johnson the head of E commerce. So what he's saying is that with tedium he was able to spend more time on on the revenue and less time on creating all the audits. So really, really impressive. customer story here unifying the data and connected for success. It's really another important part in boards. Another ingredient is as we said in the title. So turning the data burden into a delight. This is something that we want to do and want to help with the platform. Data needs to work to become information and to be leveraged intelligently. So remember, in the beginning, we talked about the need of a customer data platform is to drive customer insights. This is where it starts by unifying the data and connecting the data.

So what we offer is a smooth way to get that understanding of customer data. So we have platforms and products like the tech manager, where we help you to collect the data where we help to enrich the customer, the event data feed. We have customer data hub enrichments and functions. This is the ETL for modern marketers. It's an easy way of using technologies to leverage your customer data and have the data available from the beginning for the personalization. Also, what we have in our platform is once we have unified data, we stay ahead we are working with the modern advertising activation technologies like we work with Google Facebook with Snapchat with prettier and offer a conversion API that you are independent from a client side time you can pause the clients and this gives you a really great possibility to connect to the technology also, and this is the connection for the successes that we have our marketplace that it's huge. We have almost every player in the market that is able to receive data, customer data and help to yeah to pass over the message. So we deliver a marketplace with connectors and maintain connector marketplace. That is an well it's beyond the industry standard and helps you to be flexible and change the advertisement downstream. Systems are really easy. In this case, another customer story. It's southwest Railway. This is a Yeah, I think maybe the name already says what they do. But they are a new adopter of customer data. Platform. What they did is they brought data together from again from the different data sources. They also utilised data providers into into the into the game to leverage the data. And then they help with just with a customer data platform bringing data together building customer view. They were able to uplift their conversion rates for social for digital activities and and also so in their email contains an uplift of 70% in open rate and in turn, also they were able to increase their personalization journeys.

This is a really another interesting way of improving the partner I have the trust, of course, it's one another amazing part. Helium is the technology that you can trust all the amazing things we provide for our customers is to rely on one thing, it's relying on the trust in the intelligence in the information that we are curating and get your facts right. Right this is also important to understand that with tedium, you are able to manage the customer data, govern the data and be always compliant to privacy laws. Customer data is so important to handle trustfully therefore you need to rely on on that one. rely on us for customer profile, that it's grounded in courtesy and governance as I said this is to provide the right flexibility on the utilisation again, on the right message for personalization if a customer wants to be personalised or if they want to be if they want to know if the data is sure sure and stored correctly. Then you also need to deliver that privacy and respect and this is where tedium helps you sweat. So what we have here, as an example is the rank truth, the largest multi channel gaming company in UK and in Europe. They had a wealth of customer data everyone can imagine but there were no matter no way to make the trust, trusted and actionable. They came to to him with the simple goal. The goal was get the data right in the right channels at the right frequency. This is what they wanted to do.

By leveraging the customer data platform from Julian the rank group was able to establish a single point for customer data collection, standardisation and activation. Across all critic especially the critical online offline consumer and customer touchpoints. This project that Frank Drew was driving resulted in increased revenues as you can see here, better customer experience and one really important topic also interesting analytics, especially as a gaming company, you need to know how to handle the data on trust. So what does it mean? So, ready for anything. Imagine now when I told you but now imagine because we are in 2027 If the digital volume roll, it's even further. It's even 30 40% More than then we have today and that we will have over over the time. Imagine if you have 70% of mobile usage growth. already. It's a huge huge amount of data. And imagine if the channel grows, it's only multiplied by 10. So you will have only 10 more channels what does it means for you? You need to have that data. You need to handle that channels. And you need to be flexible, agile. And this is only possible if it's different. So there's only use a technology like TDM a trusted CDP that delivers the right experiences and Ryan data in the right moment to me is amazing now, but more importantly, it's tealium will be amazing also in the future. Are you read before that future? We believe that with our hearts we can be read. So I will conclude that and open up for questions with this quote. It's not the strongest of the species that survives nor the most intelligent. It's the most adaptable to change. And this is so important. The most adaptable to change is the one that will survive. With that I pass it over and called back Carlos. And let's open up for question.

Carlos Doughty 30:21 Thanks very much. That was really really insightful. A couple of bits that jumped out to me the first is, is that trust but and I think we really are in an era where there is an ROI on driving. Trust around privacy. I think traditionally, we sort of trust compliance has been kind of a more of a risk. Let's make sure we come from a risk perspective, but actually increasingly, we're realising the value and importance and demands of people when it comes to trust. So yeah, that really jumped out to me. It's a really, really interesting point. And then I loved how you finished off adaptability. Yeah, if we're going to have even more data than we have now. How are we going to manage it and if we don't adapt and we're not able to re orchestrate re architect how we communicate. We're going to end up in a scenario where we're set on gold. The amazing data that's in front of us, but if we can't use it effectively, then you only have so much impact. So thank you. We've got some questions firing through here. First one for you. This one is a good question. Especially on your point you talked about how the I think it was was 370% uplift in the number of CDP providers or, or to your point all the people that call themselves CDP providers. Can you talk us a little bit about his question, what types of CDP exists and specifically how do I best find the right fit for my organisation?

Ulisse Sarmiento 31:51 When really, really great question, the thing about tealium provided the first customer data platform in 2014 already so audience stream to audience stream was was brought to the market in 2014. And this was the first customer data platform. And if we think on a customer data platform, what a customer data platform needs to do. It means to help you to bring data from the data sources that are fragmented data sources or data silos. There are different ways of of naming them, helping them helping to bring that data into a central location. enrich it means create the single customer view and then help activate into the infrastructure is already available. So we call that a data orchestration. So the aura data supply chain and this is one part of our customer data platform is to help the customers to manage their data streams and get the right data to the right to the right infrastructures. This is where tealium is coming from and this is the data CBP of course in the market with now after 778 years, we see that companies that our only customer data, they also say yeah, we have customer data platform because they have to collect data. They had to maybe build a siloed single customer view. And then what they deliver is maybe they deliver a channel for marketing automation or deliver a push notification. You don't they're not handling just the data but they are also delivering and communication outbound channel. So they are the let's say the orchestration CDP's and then there's another CDP. While there is another kind of CDP that is kind of called an analytic CDP because what we also see is that lots of vendors, they have customer data, they deliver lots of insights. And this is useful and also CDP, but they have the purpose of looking to the data and visualising the data not activating. And these are the different kinds of of customer data platform. I think what is important for customers to select the right one is what do I want to achieve? I already have an infrastructure that it's it's built best of breed for example, but I need to have a technology that helps me get the data, the same data and a complete data and nothing clean data to the right to the channels that I have with the technologies. And this is it maybe one if I want to have just an analytics maybe an analytics part is important, but it always depends on what the customer wants to achieve. We have seen in the beginning that three topics, data collection insights, and I think it was was privacy remembered correctly. But in the end, you need to have a technology that helps you in all that and this is only a data customer. Sorry, a data customer platform and data CDT

Carlos Doughty 35:27 thank you yeah, and I think you touched on it badly there. So what are you trying to achieve? I think sometimes people try and go shopping without clearly answering a simple question. And if you reverse engineer from I need to achieve X or this my problem is my challenge. It will point you in the right direction. And you didn't touch on this. I think you're probably sort of staying away from it. There's there's also some debate about Are you really a CDP or is it become particularly popular to say you're one I do have to say I agree with your point that at the heart of this do you manage tater data in a sophisticated intelligent way? That's the core. There's other stuff, other flavours around it but at the very core, you need to make sure that CDP really does that. Or depending how you see or read this you might say that's not really a CDP otherwise. But that's probably a whole other session to get into. Right so we've got another question for you. Can you please describe the differences between CDP CRM and DMP? I think a few people often ask this actually because it should be understood but it's not always do you mind sort of helping explain? Yeah, well,

Ulisse Sarmiento 36:39 definitely. I think the easiest way of describing is that the CRM is your platform where you have your known customers. CRM is everything that manage your transactional data, you have information about your no customer, what they, what they did what they purchase, maybe also the amount maybe you have a scoring in your CRM, but a CRM doesn't really help you to utilise this data. It gives you the possibility to aggregate that data. A data management platform a DMP. It's not comparable to a CRM because within a data management platform, you only have anonymized data sets. You have the possibility to to use that for for advertising, and DMPS rely, I say rely on third party, first of all on third party data, but also third party cookies because they were anonymized. This was the only way to to understand the customer and the MP help you for the advertising technologies. But we all know and this is also what I mentioned that DMPS and the loss of third party cookies and third party data. It's kind of a I would say it's really Red Cross. And you need to find the customer data platform. The CDP helps you to bring that anonymized data and the known data together with this single customer view and not only helps you to aggregate this data, but also helps you to activate this data with the connections, the interactions that the customer data. So they are the main main differences between between those those platforms. I always say and this is coming back to my example of what my introduction. So when I speak a language to my tenant, relatives, what if I speak from my German friends when I'm going through my Hungarian relatives? Choosing the right language. This is how a CVP relates if I talk if the customer data platform talks to retain retargeting technology, it uses that language. If it talks to a CRM to pass data. It talks to CRM language, if it goes to email marketing, it talks to image number two, and this is where the customer data platform has the value.

Carlos Doughty 39:23 Absolutely. And I think I've had this said a few times. Surely with my CRM and a DMP I could create my version of a CDP. But why would you? It was pre-packaged, and easy for you, and the CDP is a lot more sophisticated.

Ulisse Sarmiento 39:42 It's always the question. So there's so many technology out there that you can build your own. Your own CP definitely, but you need to invest lots of time and lots of money and lots of resources. I think we all know that resources are limited. The money, you should invest the money where you companies, it's also getting an ROI. So on products, a retailer that is going to build an a CPP loses that money in the time so it's easier to to buy a technology that has experience in the market since more than 10 years and has a product and the development team behind that. It's just looking on customer data. And I think this is already an answer to your questions. Yeah, you can build it but how long does it take how much costed and do you have people you can can can help you with that.

Carlos Doughty 40:41 And how good is it I think the other thing I loved your visual of a single customer view but is it really a single customer view? Or have you married together different datasets in ways that aren't quite correct? So I think sometimes it can be assumed that a CDP is quite straightforward. It's from the front end, perhaps. But underlying that there's some very smart, sophisticated data science models which are prepackaged for you versus you having to work that out. And so yes, I think yeah, it's a silly misconception, but it does happen on occasion. Right, we've got another fantastic question here. Which is particularly hot right now. What is the difference between zero and first party data?

Ulisse Sarmiento 41:25 Yeah, it's it's a, it's a nice it's a nice question. And I think there will be hundreds of different answers. But I think my answer on that one is, first party data is the data that you collect. Zero party data is where you have the content and where you have also additional information that you can handle trust. This is my interpretation of zero party data and of first party data

Carlos Doughty 41:53 in the trust Felipa. And I think the, the given versus collected I think is some of the I want to give you this information. I want you to know this about me. Because I think we as marketers, because sometimes we get you know we we should be very aware of privacy and trust, but there are instances where people want you to better understand them. You talked about personalization. If you give me a better personalised experience. I'm happy with that. Yeah. I mean, clearly, if you take my data for other reasons, that's something slightly different. But yeah, I think I think there's there's the right balance. I think also the other thing is sort of value exchange as well. I think there can be instances where if you're just asking or gating data, I may say that's a good value exchange. You can have my contact details to download ebook, perhaps, but there may be other sort of higher value exchanges or trying to connect it forwards. I think sometimes we we can forget about communicating. Why do we want that data? I think that's the other part is a little bit more

Ulisse Sarmiento 42:59 important having this value exchange. Why do you want my data and what I'm getting for it, and it's not a monetary value because of that. It's somehow thought on a monetary aspect, but it's on the value that you're getting, if you're getting the right personalization. If I give you my data, I would be so happy and if I'm seeing the right products marketed to me, instead of just the product that I bought, best example. Last example in our industry, this is where I would give my data for for that value

Carlos Doughty 43:39 exchange. Let me give you an example. I think if I if I was just being asked my date of birth, I would probably be saying why do you need that? I don't want to give you my date of birth there's no good reason. However, if I turned around wetlook is optional, but I would love to have your date of birth. And p p s The reason for this is once a year we will give you a birthday treat we'll give you a one of voucher or one off gift of some sort. That's when you're going to get actually I do want that there's a reason for it. Now underlying that it may be particularly valuable to the data collector to have the age insight to better profile the audience but I think it's remembering some of that and not just making things mandatory. Explaining I think, yeah, the the difference between optional, mandatory and value and trying to understand where and how. We are all out of time. I've just clicked and we are all out of time when there's a few more questions, but don't worry. The tieghan team can follow up with you directly. And also any of your questions and I do want to say a massive thank you to our sponsor again. As mentioned earlier, please support us by supporting then they make amazing educational sessions like this possible. And I also obviously want to say a massive thank you for taking the time today. Thank you for joining us. It's been a real pleasure and chaps very soon everyone else. Thank you.

Ulisse Sarmiento 45:01 Thank you and good day. Bye bye