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Adding a data-driven customer experience strategy can help organizations remain competitive and engage customers in more meaningful ways. Interestingly, this is no longer a marketing-only function and requires a shared effort across the business in order to be successful. Chief marketing officers cant rely solely on traditional methods and channels to connect with audiences anymore. They need the ability to collect, analyze, and interpret vast amounts of customer data at scale in order to deliver personal and intuitive customer experiences that hinge on the cooperation of both the chief marketing officer and chief information officer.
Both roles have grown in recent years as organizations respond to the changing customer landscape where the chief information officer has become the new experience maker and the chief marketing officer has become the new data steward. With customer experience hinging on the infrastructure and analytics to successfully manage and interpret customer data, its essential to remove barriers between IT and marketing to allow for greater cooperation and effectiveness. By working together in support of a more customer-centric vision, the two business leaders can establish more comprehensive data compliance and security protocols while driving cross-department ROI on technology investments and efforts behind the customer experience strategy.
A customer data platform (CDP) like Dynamics 365 Customer Insights provides a win-win for IT and line of businesses across the organization such as sales, services, or marketing. Intended as a line of business-managed system, Dynamics 365 Customer Insights helps dramatically reduce the burden on IT, simplifying data unification and systems integration along with built-in compliance and security protocols that safeguard all customer data in a hands-off fashion. This not only helps organizations realize faster time to value, but gives line of businesses more control over data-driven initiatives with only the occasional heavy lifting needed from IT. Dynamics 365 Customer Insights unifies all sources of customer data including structured, unstructured, and third-party, from across the organization along with the capability to both interpret and act on that data at scale all without the need for complex, redundant, and time-consuming configurations.
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