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Customer Data Management in B2C: What We Learned from World’s Largest Retail & Consumer Brands

Top retailers and consumer brands recognize that the customer experience is at the heart of their business. They want to deeply understand their customers and offer a superior personalized experience to maximize the customer lifetime value.

Many customer data management offerings have sprung up claiming to deliver the complete customer view but only end up creating more functional silos. The single most important factor in Customer 360 is context — not just customer data but a larger perspective that encompasses broader profiles on customers, relationships, and insights. Thus, B2C businesses need to unlock the value of data relationships among customers, households, stores, locations, products, devices, suppliers, and more.

In this paper, we share what we have learned from some of the largest retailers and B2C brands while enabling their successful data-driven customer-centric digital transformations.