Overview
In today's rapidly evolving financial landscape, banks, particularly those in Thailand, face significant data challenges. Fragmented customer data, often residing in disparate legacy systems, hinders their ability to achieve a holistic customer view, comply with stringent local regulations, and deliver personalized digital experiences.
This case study demonstrates how implementing a CDP (Customer Data Platform) can be a transformative solution for organizations grappling with data complexities, enabling a truly customer-centric and data-driven approach.
The Challenge
The client faced significant hurdles due to fragmented customer data spread across numerous disparate systems—from core and digital banking to CRM, web platforms, mobile applications, customer service, and social media. This disjointed data environment led to:
- Inconsistent and duplicate customer records, making it nearly impossible to achieve a single, accurate view of each customer.
- Difficulty in personalizing customer experiences due to the lack of holistic understanding of individual behaviors and preferences.
- Inefficient marketing campaigns hampered by imprecise targeting and the inability to orchestrate cohesive cross-channel communications.
- Missed cross-sell opportunities, driven by fragmented data and limited visibility into customer interests across banking and insurance offerings.
- Limited analytical capabilities, preventing comprehensive insights into customer journeys and hindering data-driven decision-making.
The Solution
To overcome these critical challenges, we implemented a Customer Data Platform (CDP). This comprehensive solution was designed to consolidate all customer data into a single, authoritative view, acting as the central hub for all customer interactions and information. The CDP integrated data through both batch and real-time ingestion, performed robust identity resolution and deduplication, and enriched customer profiles with valuable insights. It also provided advanced capabilities for segmentation, audience management, and activation across various channels, along with powerful analytics and reporting tools.
Key Outcomes
- 360-Degree Customer View: The CDP successfully unified disparate data sources, providing a complete and accurate single view of each customer across all touchpoints.
- Enhanced Personalization: A holistic understanding of customers now enables the delivery of highly personalized experiences and communications—improving engagement and relevance through behavioral and segment-based targeting.
- Improved Marketing ROI: Optimized marketing campaigns through precise targeting, dynamic segmentation, and efficient cross-channel activation, leading to a measurable improvement in return on investment.
- Streamlined Operations: Automated data processes reduced manual work, making it easier to manage personalized journeys and improve customer service responsiveness.
- Better Business Decisions: With richer analytics and actionable insights, stakeholders across marketing, sales, and customer service now make more informed strategic and operational decisions.
Our Approach
Our approach to implementing the Customer Data Platform involved a structured methodology focused on delivering tangible business value:
- Discovery & Planning: We conducted a detailed assessment of the client’s existing data landscape—identifying key customer touchpoints, data sources, quality issues, and integration needs across shortlisted CDP vendors. We collaborated closely with key stakeholders to define clear business objectives, desired outcomes, and detailed data requirements for the CDP—providing enough insight to select the best-in-breed vendor.
- Data Integration & Quality: We built robust data ingestion pipelines to support both batch and real-time flows from systems such as CRM, TSP, PFM, web, mobile, social, and core banking.
- To ensure privacy and compliance, we implemented PII hashing and a consent management pipeline. We also mapped source data to the CDP’s profile and experience model and configured identity resolution rules to ensure accuracy and avoid duplication.
- Profile Building & Enrichment: We focused on creating persistent, unified customer profiles, enriched with behavioral, transactional, and demographic data to deliver a real-time, comprehensive customer view.
- Activation & Analytics Enablement: We enabled dynamic segmentation and audience management, integrating the CDP with marketing automation, advertising, and sales tools for seamless campaign orchestration. Robust dashboards provided real-time analytics and performance insights.
- Workshop & Adoption: To ensure long-term success, we conducted tailored training sessions with marketing and data teams, enabling effective use of the CDP and fostering adoption for personalized journey management.
Conclusion
The implementation of the Customer Data Platform marked a pivotal shift in the bank’s ability to manage and activate customer data effectively. By unifying fragmented data sources and enabling advanced personalization, the organization is now better equipped to deliver consistent, high-impact customer experiences across channels. Beyond immediate improvements in marketing performance and operational efficiency, the CDP laid a strong foundation for future data-driven initiatives and customer-centric innovation.
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