How can you unify customer data across platforms?

1 Identify your data sources

The first step to unify customer data across platforms is to identify where your data comes from and what types of data you collect. You may have different platforms for different purposes, such as marketing, sales, service, or analytics. You may also have different formats and standards for your data, such as structured, unstructured, or semi-structured. You need to map out your data sources and understand how they relate to each other and to your customer journey.

2 Integrate your data platforms

The next step to unify customer data across platforms is to integrate your data platforms and enable data exchange and synchronization. You can use various methods and tools to achieve this, such as APIs, ETL, middleware, connectors, or cloud services. The goal is to create a seamless and secure data flow between your platforms and avoid data silos, duplication, or inconsistency. You also need to ensure that your data integration is scalable, reliable, and compliant with data privacy and security regulations.

3 Clean and enrich your data

The third step to unify customer data across platforms is to clean and enrich your data and ensure its quality and accuracy. You can use various techniques and tools to achieve this, such as data validation, deduplication, standardization, normalization, enrichment, or augmentation. The goal is to remove any errors, gaps, or noise from your data and enhance its value and relevance. You also need to ensure that your data cleaning and enrichment is consistent, automated, and updated.

4 Consolidate your data into a single view

The fourth step to unify customer data across platforms is to consolidate your data into a single view and create a unified customer profile. You can use various methods and tools to achieve this, such as data warehouses, data lakes, data marts, or CRM systems. The goal is to store and organize your data in a central and accessible location and create a comprehensive and holistic view of your customers. You also need to ensure that your data consolidation is flexible, customizable, and actionable.

5 Analyze and leverage your data

The fifth step to unify customer data across platforms is to analyze and leverage your data and use it to improve your CRM strategy. You can use various methods and tools to achieve this, such as dashboards, reports, visualizations, or analytics. The goal is to extract insights and patterns from your data and use them to optimize your customer segmentation, targeting, personalization, engagement, retention, or loyalty. You also need to ensure that your data analysis and leverage is timely, relevant, and measurable.

6 Review and improve your data strategy

The sixth step to unify customer data across platforms is to review and improve your data strategy and keep it aligned with your CRM goals and customer needs. You can use various methods and tools to achieve this, such as feedback, surveys, audits, or benchmarks. The goal is to evaluate and monitor your data performance and quality and identify any gaps, issues, or opportunities for improvement. You also need to ensure that your data review and improvement is continuous, collaborative, and adaptive.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?