2021年秋季客户参与报告（英）-28页_1mb

2021 FALL CUSTOMER ENGAGEMENT REPORT SUMMARY

Executive Summary

The 2021 Customer Engagement Report highlights how the pandemic has permanently shifted customer expectations toward digital-first, personalized experiences. With the increasing focus on privacy and the phasing out of third-party cookies, organizations are under pressure to collect first-party data and use it to create privacy-safe, in-the-moment customer experiences. Merkle surveyed 600 marketing and technology executives from major brands to understand current strategies and how they are leveraging customer data. The report also includes a case study of a major grocery store company that successfully implemented a Customer Data Platform (CDP) to improve customer experience (CX) and operational efficiencies.

Core Content

• Customer Expectations: The pandemic has accelerated the shift to digital-first customer interactions, and brands are expected to provide more personalized and timely experiences.
• Privacy Regulations: GDPR-like regulations are expanding globally, including the CCPA in the US and the CDPA in Virginia, pushing brands to adopt compliant data practices.
• Identity Resolution: Identity resolution has become a critical capability for brands to link known and unknown customers across touchpoints and create a unified view of the customer.
• CDP Importance: CDPs are increasingly seen as a key tool for unifying customer data, enabling real-time activation, and driving better customer experiences.
• Data Collection Strategy: Brands need to think strategically about the data they collect and the value they offer in exchange, to avoid data silos and ensure customer engagement.

Key Findings

Identity and Consumer Data Enrichment

• Identity resolution is now a must-have capability for brands to create personalized experiences.
• 37% of respondents reported a significant increase in their ability to capture customer data over the past year, with mobile apps and websites leading the way.
• 82% of respondents across industries indicated that resolving person-level identity in real time is fairly or very important.
• 96% of respondents are able to resolve person-level identity in real time.

Real-Time Activation

• Real-time activation of customer data is essential for delivering in-the-moment experiences.
• A real-time example includes a transportation company sending a discount for coffee to a customer whose train is delayed, based on previous purchase behavior.
• Brands should start small with real-time capabilities to gain quick wins and then expand to more complex experiences.

CDP Implementation and Use Cases

• CDPs are being used to unify customer data, improve segmentation, and drive personalization.
• 36% of organizations have been actively using a CDP for over a year, and 53% are currently looking to implement one.
• The primary value of CDPs includes technology consolidation, improved customer experience, and increased revenue.
• 56% of organizations use CDPs to adopt new customer strategies.
• CDPs are seen as a solution to streamline data collection and activation, though many are still in the early stages of adoption.

Data Centralization and Integration

• 36% of organizations have fully executed customer data centralization and identity strategy.
• A common data layer is essential for unifying data and ensuring it is accessible across departments.
• Most CDPs have out-of-the-box integration with existing data sources like CRM and marketing platforms, reducing the burden on IT teams.

Case Study: Major Grocery Store Company

• The company used a CDP to improve CX and operational efficiencies during the pandemic.
• The CDP enabled them to unify data across channels, create personalized segments, and activate campaigns in real time.
• Four CDP-enabled use cases were launched in four months, resulting in:
  • A 30% increase in weekly clip rate for CDP-enabled offers.
  • A 37% increase in weekly redemption rate for CDP-enabled offers.
  • A 3-week reduction in time-to-market for new offerings.

Main Challenges and Considerations

• Data Silos: Many organizations still struggle with siloed data, which limits the ability to create a unified customer view.
• CDP Maturity: While CDPs are gaining traction, many are still in early adoption phases and need more strategic integration.
• Team Readiness: Organizations need the right team in place to manage CDP implementation, including understanding its functionality and leveraging its activation and measurement tools.
• Value Realization: Success with CDPs requires clear organizational alignment, stakeholder buy-in, and a well-defined use case strategy.

Key Takeaways

• Identity resolution is a foundational element for personalization and customer understanding.
• CDPs are becoming essential for unifying customer data and enabling real-time activation.
• Strategic data collection and value exchange are critical to gaining customer trust and improving engagement.
• Integration and alignment across teams and systems are necessary for maximizing the ROI of CDPs.
• Real-time activation and segmentation are key to delivering timely, relevant customer experiences.

Conclusion

The 2021 Customer Engagement Report emphasizes the importance of identity resolution, real-time data activation, and the strategic use of CDPs to meet evolving customer expectations. With the rise of privacy regulations and the shift to digital-first interactions, brands must adopt a holistic approach to data collection, unification, and activation. By aligning with the right technology and organizational strategies, brands can improve CX, operational efficiency, and long-term customer loyalty.