Survey on customer data platforms: Advantages, hurdles and needs in practice

Fully exploiting the potential of customer data will be essential for companies in the future. Valuable insights gained with customer data platform (CDP) solutions play a key role in this. They are already an integral part of modern marketing: CDPs bundle, integrate and synchronize data from various sources in real time. For example, customer segments can be created for marketing campaigns and customers can be addressed in a personalized manner across all business channels used (omnichannel approach). Customer data can also be analyzed in a user-friendly way with the help of digital dashboards.

We used a compact survey to determine the status quo with regard to the use of CDP in practice. The evaluation provides practical insights into functional benefits, hurdles and current needs in companies.

The study was based on an online survey in 2023. We created the survey to identify the added value and requirements as well as existing barriers of CDP from the customer's perspective. Our questions were aimed at 102 employees from companies with more than 50 employees each. Another prerequisite for participation was that CDP solutions were important in the companies and that the employees were involved in the decision-making process for IT and data processing issues. The participants were predominantly employed in the IT industry and services sectors. The survey was conducted on August 30 and 31, 2023.

Positive aspects of using CDP predominate. 64% of respondents stated that they have a clear strategy for utilizing customer data and 74% are satisfied with their current solution. In our study, the most frequently used CRM products are from Microsoft and SAP, while Microsoft, Adobe and Salesforce are the most frequently used CDP products. There are therefore significant categorical overlaps. With regard to CDPs, the participants were specifically asked about the main advantages. The result: the majority put improved data quality in first place, followed by enhanced customer experience.

There is a lot to consider when introducing a CDP. Data protection, data quality and general compliance concerns are among the most prominent barriers and challenges. In addition, customers report a need for advice on integrating the CDP into existing systems and training concepts for successful use.

Despite these concerns, survey participants see CDPs overall as a valuable support for securing customer data. Various functions are considered indispensable for this purpose:

• Most survey participants see the use of CDPs as an improvement in data quality and customer experience. A general increase in efficiency was also noted.
• Despite many advantages, there are concerns about data protection and compliance.
• The estimated implementation costs in particular are rated as very high.

In general, it can be said that CDPs create added value for the company by integrating data from various sources and optimizing customer profiles with the help of segmentation. Data is synchronized in real time and marketing campaigns are personalized. Dashboards can be used to analyze customer data in a simple and user-friendly way. CDPs are also omnichannel ready.

At KPMG, our experts are at your side to help you exploit the potential of your customer data. With our range of services, we support you with your implementation, your processes, the setup and execution of training concepts through to supplementary support services for your existing customer data platform. We also help you to adhere to technical and regulatory requirements and thus ensure compliance. We are also available to support you in the ongoing operation of a CDP, be it with data or compliance strategy or for the topic of change management.