{"id":58433,"date":"2022-09-08T09:00:00","date_gmt":"2022-09-08T16:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=58433"},"modified":"2022-12-07T10:41:35","modified_gmt":"2022-12-07T18:41:35","slug":"how-customer-data-platforms-help-businesses","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/how-customer-data-platforms-help-businesses\/","title":{"rendered":"Data Deluge: How Customer Data Platforms (CDPs) Help Businesses Navigate New Waters"},"content":{"rendered":"\n

Dots are meant to be connected \u2014 when they are, they tell a story. Separately, they\u2019re just siloed parts of something bigger. <\/p>\n\n\n\n

In business, connecting dots \u2014 and in this case, data \u2014 is critical. It\u2019s especially important when the number of \u2018dots\u2019 is exploding daily \u2014  in 2025, the world is expected to produce 463 exabytes of data per day<\/a>. And even more so when connecting those dots enables a company to paint a complete picture of every customer. A picture that can be used to deliver each customer a personalized digital experience. <\/p>\n\n\n\n

In today\u2019s macroeconomic environment, with businesses facing talent crunches, supply chain woes, and inflation, delivering exceptional customer experiences<\/a> across all channels and touchpoints is more important than ever. And a company\u2019s ability to deliver those exceptional experiences is ultimately dependent on the quality and relevance of the data a company has. <\/p>\n\n\n\n

That\u2019s where customer data platforms (CDPs) come in. They are designed to manage all of a company\u2019s data, turning those individual dots into a recognizable and detailed portrait of each and every customer. <\/p>\n\n\n\n

In this Q&A, Salesforce\u2019s head of CDP, Rahul Auradkar, shares his insights into the external factors that make this such a key moment for CDPs, as well as the opportunities they offer by connecting dots that, until now, were unconnectable. <\/p>\n\n\n\n

Q: Why are CDPs so relevant right now?<\/h4>\n\n\n\n

First, the pandemic accelerated the ongoing global digital transformation. Businesses saw an explosion of digital data<\/a>, and customers\u2019 expectations evolved in parallel. A Salesforce study<\/a> found 72% of marketers say meeting customer expectations is more difficult than a year ago. To earn and sustain customer loyalty, brands need to create exceptional, personalized experiences. <\/p>\n\n\n\n

Further, the recent economic downturn has shifted prioritization. Business leaders are looking to spend more strategically, and focus on productivity. In that context, it is critical to realize the total value of a company\u2019s data and its customer base. <\/p>\n\n\n\n

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