Customer Data Platform (CDP) Consulting

Enabling personalisation and customer experience optimisation

Most marketing organisations still struggle to amass, centralise, and make sense of their own data – much less integrate data from across the organisation. For instance, think about the insights marketing could gain from how customers use loyalty programs or the conversations they have with the customer service. 

That’s partly a scale and dispersion issue. Every digital and non-digital experience across the customer lifecycle generates data, and it’s spread across a multitude of locations: websites to email campaigns to direct mail responses to point-of-sale information and beyond. The intersection of any two of those categories could yield valuable insights – but it’s very hard to bring them together with the speed and accuracy needed to make decisions that improve the customer experience.

Here’s how a CDP can help

A customer data platform (CDP) is a single point of reference for the data you have about each customer. It contains comprehensive data points and applies intelligence to connect the dots on that data and profiiles. Crucially, a CDP isn’t just a receptacle for that raw data. It takes many steps to convert data into action across different customer platforms using only first party data (GDPR compliant).

To leverage AI in service of personalised customer experiences everywhere, you need an intelligent customer data platform that can aggregate data from numerous sources and process it to standardise quality without losing the essential context that makes it valuable at the individual level.

What is the purpose of a CDP?

A CDP is the missing piece that allows you to integrate and use this goldmine of data to market, message, sell to, and serve customers.

Customer resolution

Customer resolution

Getting an accurate view of a customer isn’t always easy. They’re interacting with you via multiple channels, often with small variations in their names and other data. And that data isn’t just in your CRM: it’s also coming from your martech, customer service software, and ecommerce engines. These typically aren’t designed to share customer data with each other.

Data activation

Real-time personalised experiences are impossible to deliver when your data takes hours or weeks to update. A CDP integrates with each platform (like email send engines, demand-side platforms and content management systems) to allow real-time updating. A true enterprise solution should encompass both insight – what your data means – and link to your systems of engagement for activation across channels.

Data activation

Identity management

For the best view of a customer, you need to reconcile identities about known customers (like email and mobile numbers) with what we know about customers before they share their data, such as anonymous cookies and mobile device IDs. This helps you associate a customer interaction that started with an email campaign and continued on your website.

A CDP has benefits beyond being able to personalise every interaction:

Personalisation isn’t about the move from massmarketing to individual conversations. It’s about creating a unique and valuable experience for every customer, underpinned by a single, comprehensive source of truth.

Trust pictogram

Build a trust-based first-party data asset
Track consent preferences and stay compliant with privacy laws, while still capturing the data buyers volunteer and signals you gather in other ways.

Collect data

Create a single source of truth
Ingest and unify data from multiple sources, using AI to reconcile customer identities and create a more complete picture of each customer.

analytics picto

Supercharge your analytics
Make better decisions by understanding your customers at every moment. Determine next best actions with AI-powered insights and analytics.

Pictogram four

Go beyond marketing
Make every engagement personalised and contextual. Give your marketing, sales, and services a human feel at every touchpoint.

Cookie less

Adapt to the cookieless future
Engage audiences using unified first-party data from across the full customer relationship to make every moment connected and personalised for greater resonance and ROI.


Start right with your CDP

Transformation is much more than just implementing technology, so we take a business integrator approach and support you from strategy to execution. It means looking for early business cases, choosing the right technology vendors, crafting a strong data strategy, designing and implementing the solution. But none of that matters if your team doesn’t take advantage of the CDP capabilities once it’s up and running. 

We build user adoption into the execution, and structure the operating model around continuous innovation and human centricity. Some businesses may feel they are not ready to take on this endeavour and prefer a managed services approach, where we partner closely and manage the day-to-day operations to ensure customers get quick value and build their competence before we turn over the keys.

Wondering what to do next? Take the next step with PwC.

Get in touch

Alliances Customer Centric Transformation

Start your CDP journey with us.

We take a business integrator approach and support you from strategy to implementation. Take your next step in your CDP journey with PwC. Contact us for more information.

CDP: Further downloads

Webinar recording

"Salesforce CDP and Genie"

Watch the video


A big breakthrough in customer experience

Read the PDF


Lead scoring and CDP

Read the article


Contact us

Alexander Schultz-Wirth

Alexander Schultz-Wirth

Partner, Leader Customer Transformation, PwC Switzerland

Tel: +41 58 792 47 97

Mattias Eklund

Mattias Eklund

Marketing Consulting Lead, PwC Switzerland

Tel: +41 79 267 7539