The epidemic has created a sense of urgency in every company and institution around the world.
As a global leader in professional services, PwC has first seen how companies that are known for increasing customer expectations are moving around this new digital-first world. Customers want personalized experiences but know more about the data they share and how it is used. Removing third-party cookies, businesses are looking for new ways to connect with users and business customers They are transparent, secure and add value.
To help organizations change their digital strategies and provide personalized experiences, PwC uses a number of tools, including Adobe Experience Cloud Apps, particularly the Adobe Real-time Customer Data Platform (CDP) built on the Adobe Experience platform.
In this interview, we sat down with PC Reg’s Director of Customer Transformation from Phil Regnault, and Head of Product Marketing, Real Time CDP, Adobe, to understand how customers experience experiences, and how to reduce third-party cookies. , And focuses on first-party data strategies.
How do you describe the customer experience? Why is CX important?
Distraction: Give customers a great experience, and they will buy more, be more loyal, and share their experience with friends. That is why every company is struggling.
A good experience requires speed, comfort, consistency and human touch – that is, technology makes people feel better and makes real connections. Adobe has done a great job of providing the right technology to help brands understand their customers’ needs.
Flash: Customers expect personalized experiences – useful interactions tailored to interests and needs at the right time and place. These personalized communications must be made available to the client flawlessly and securely.
Together with PwC, we help branders organize and streamline customer travel from end to end, in size, on any channel, in real time.
How do you build trust with customers?
RegnaAlt The future of the business depends on consumer confidence. As a basis for consumer preferences, companies can build trust with them by implementing a centralized privacy strategy for consumers and travel within the organization’s shared accountability framework. This includes consistent and transparent privacy — first-hand customer experience — including easy ways to agree to share information, and allows you to continuously monitor new compliance requirements.
Flash: It is the foundation of an influential customer relationship and experience. To build trust, companies must quickly adapt to changing consumer expectations and be honest and transparent.
Consumers are more aware and attentive to the data they share, and privacy rules are constantly changing. To build and strengthen confidence in these changes, companies investing in technologies are now seeing a competitive advantage.
How does Google’s ad that it is slow to remove third-party cookies affect digital strategies?
Distraction: Despite Google’s delays, digital platforms are changing policies and privacy rules, and enforcement is growing in number and intensity. Most companies are unable to fully access and generate data collected from third-party cookies. For example, many do not merge their customer information to create individual customer information profiles. The opportunity is to create a new strategy that incorporates first- and second-party information with the right technology that brings first value and new value: a flexible data pipeline, laser-based focused on providing exactly what the business needs.
Flash: With Google Advertising, some brands may feel too quick to adopt first-party strategies, but this can be a brief overview and a mistake. Brands still need to be prepared, and according to Phil, there is widespread consensus that the opportunity to create first-party information strategies is more important than ever. Building trust with customers does not happen overnight. In addition, it takes time to implement sustainable first-party information strategies. Prioritizing this is in the best interests of both customers and businesses.
Google’s delay will easily give brands more transportation to be ready on time — but only if they keep their feet on the ground by changing jobs and building first-party information strategies from today.
How do companies build a foundation for future success to help them succeed in the digital economy?
Distraction: An unwavering marketing strategy and enterprise-wide building challenge Data trust strategy It is great for solving any task. When a customer’s information crosses several lines of business, it is a loss if the various lines of business have reached an agreement with different technology providers.
One way to take advantage of new opportunities is to mobilize managers from marketing, sales, privacy, finance and IT. Success has three elements: a new data strategy, a new approach to confidence and value, and a new innovative technology tool. That’s why we work with Adobe to help our customers find successful first-party information strategies in the business.
Flash: Companies need to focus on the customer and their expectations while respecting their privacy. To do this, consumers need to have final control over their data and how their data is used. Companies must also gather information and provide experience in ways that build trustworthy, interconnected relationships.
Building trust and voluntary data collection on any scale can only be done on purpose-built and expanded technology. Preparing for third-party cookies is not as easy as accepting a solution and calling one day. This foundation should be integrated with other resources that can benefit more from the data and energy experiences. We are very focused on Adobe by providing a complete data management platform with Adobe Real-CDP.
What should brands do now to get started on their first party data strategies?
Distraction: Background perceptions should also include offline insights from information gathered on other communication points, such as customer support.
It is important for brands to develop and deliver an engaging and personalized customer experience at all high-value touch points. Return to experience (ROX). Click-through rates should be complemented by content and features that customers see as valuable to their experience – such as social reviews or the environmental impact of a product. Understanding the customer experience and Roxx as a whole should be front and center.
We have developed a digital product called Customer link That combines PwC, clients and third-party information with the Adobe Experience Platform, combined with analytics skills and pre-built templates to help companies achieve a better “golden record” of 360 degrees, drive better customer insights and drive better engagement results.
Flash: We believe that investing in a one-sided information strategy is the only way for companies to gain a more complete view of the customer and build a lasting relationship. It is important for brands to prioritize their data strategies for the first party and to think in advance about how and where this information will be used by their organization. Ensuring that the strategy is well-thought-out will prevent “data endings” and “clues” of many different solutions.
PwC uses Adobe Real-time CDP and Adobe Experience Platform Activation for its customers who want to build first-party data strategies. These solutions provide a real-time view of the customer, provide primary privacy and management capabilities, and enable us to extend usability beyond third-party cookies.