Meaningful
Relationships
on a Large Scale
Connect & build long-term relationships
with your customers
The Shifting CRM Landscape
The Customer Data Platform (CDP) industry is one of the quickest-growing
trends in modern-day CRM and marketing, and for a good reason: the ability
to engage with customers in personal, meaningful ways on large scales is
now here. Plethoras of tools for data collection already exist, but none have
achieved the permanent, real-time customer profiles of CDPs, nor the
orchestrated customer engagement achieved by CDPs such as CrossEngage.
Discover the importance of personalized approaches in CRM, as well as the
realization of what was once a pipe dream: large-scale, meaningful
personalization with ease.
Don’t Lose Your Customers
Statistics shine a light on consumer frustration
– but personalization builds loyalty.
Research by Accenture has shown that in the span of a year, 61
percent of surveyed customers stopped doing business with at
least one company due to poor customer experience. That’s a figure
daunting enough to cause worry. An antidote is personalization:
65 percent of consumers will be inclined to make a purchase if the
digital experience is personalized. In the modern day, it is a vital
technique for your arsenal.
(Accenture 2018 a)
Be there, Be Useful, Be Quick!
91%
91 percent of consumers
prefer brands that remember
who they are, recognize their
interests and offer
recommendations that are
relevant to them personally.
83%
83 percent of consumers
are perfectly willing to
share their data if it will
get them a more relevant,
personalized experience.
(Accenture 2018 b)
(Accenture 2018 b)
Three major pillars involved in personalization are the content’s quality, timing and relevance. A study by Google shows that these three factors influence 69 percent of people's
perception of a brand. (Google 2015)
A more in-depth personalization, then, which goes beyond simply addressing a customer by
their name is in the interests of a vast majority of consumers.
Customers Expect a
Seamless Cross-Channel Experience
Personalization should be consistent, and companies are expected to recognize
their customers no matter the channel that they’re using. Seamless experiences are
expected and 87 percent of consumers believe brands should put more effort into
providing them. Constant movement by consumers between different channels is
overwhelmingly commonplace, and so seamless experiences require orchestrated
cross-channel engagement. Accenture has found that 90 percent of consumers
expect consistent interactions across all channels.
(Accenture 2018 b)
Enabled by Automation
Personalization with depth beyond simple name
personalization is difficult without the proper
technology. According to a study by Accenture,
87 percent of B2B marketers struggle to create
77%
77 percent of marketing
automation users recorded
an increase in the number of
conversions. (Accenture 2018 b)
content that resonates with potential clients.
Marketing automation is the key. Machines are
The increasingly relevant software category
able to efficiently complete previously laborious
of
and time-consuming tasks – marketing automa-
and personalize their campaigns through
tion, in other words, makes large-scale, effective
comprehensive customer data sets. CDPs allow
and deep personalization possible. The results
marketing teams to segment their customers
are convincing: 64 percent of businesses that
with ease and without reliance on IT teams, thus
implemented marketing automation saw results
increasing their ability to incorporate testing,
within the first six months.
creativity and personalization into their work.
CDPs
enables
marketers
to
automate
Increase ROI with Personalization
Hard facts show that personalization results
in increased ROI. According to Deloitte, one
in four consumers are willing to pay more to
receive a personalized product or service.
20%
Real-time personalization boosts
sales by up to 20 percent.
(McKinsey & Company 2017)
(Deloitte 2015)
Customers expect personalized communi-
Sources:
cation, offers and services, and expectations
Accenture 2018 b: 19 digital marketing trends for 2019 and beyond
must be met to ensure long-term profitability.
Data-driven, automated marketing makes it
possible.
Accenture 2018 a: How to start with digital marketing personalizations
Google 2015: How Micro-Moments Are Changing the Rules
Deloitte 2015: Made-to-order: The rise of mass personalisation
McKinsey & Company 2017: The heartbeat of modern marketing: Data activation and
personalization
“The role of CRM is to
individually
understand the customer.”
– Florian Bonnet, Head of CRM, HelloFresh
Tailored to Your Needs:
The Integrated Best-Of-Breed Approach
Cross-channel marketing and CRM are necessities for modern-day brands. But how can companies
cope with the dazzling complexity imposed by an ever increasing number of data sources, channels
and tools? How can they implement cross-channel orchestration without tedious and slow manual
processes?
Most companies work with a set of several specialized, often best-in-class solutions; also referred to
as “best-of-breed” solutions. In other words, a best-of-breed solution is one that is the best or most
suitable for that particular channel. These can be established channels such as email, push notification
or programmatic advertising; as well as emerging CRM channels such as messengers, direct mail, and
others. If such a stack is integrated and orchestrated, it is referred to as an integrated best-of-breed
approach. Products in the new software category of CDPs are designed to integrate best-of-breed
technology stacks, whilst giving tools access to centralized 360-degree customer profiles.
These profiles are generated by integrating all available data sources and channels.
Your
Data Sources
Your
Channel Tools
E-mail
Behavioural Data
Product Data
Transaction
Devices
Segmentation
Campaign Management
Channel Integration
Engagement
Data Integration
User Data
Messages
Customer
Social Media
Journey Automation
Direct Mail
Website
“A Customer Data Platform is packaged
software that creates a persistent, unified
customer database that is accessible to
other systems.”
— Definition by the Customer Data Platform Institute
Data Management Platforms (DMPs) and Cloud technologies are structurally unable to integrate
best-of-breed solutions: DMPs rely on temporary, anonymous tracking cookies, and with their
insufficient customer identification are unable to synergize information. A DMP cannot identify
customers between or within channels, hence why they are typically only used for display advertising.
Cloud solutions, on the other hand, have better data handling capabilities but have rigid structures
that do not allow for integration with other solutions: using direct mail solutions as an example, a cloud
solution relies on the solution that they themselves developed whilst a CDP can integrate with the
best direct mail solution available. There is a lack of choice and flexibility inherent to clouds, a hurdle
surpassed by CDPs.
CDPs at a Glance
Agile
Flexible
Scalable
High
Performance
Low Risk
Use & orchestrate the
tools/channels you
need
Handle complex
data structures &
creative use cases
Handle high data
volumes & multitudes
of campaigns
Orchestrate
all your tools
in real time
Keep your
infrastructure &
implement fast
CrossEngage is packed with high-performance features for customer segmentation, campaign
management, journey automation and personalization. Our engagement features go beyond those of
traditional CDPs and are why CrossEngage defines itself as a Customer Data & Engagement Platform,
as opposed to defining merely as a CDP.
Moments Turn Into Years
A large part of effective CRM is great moment creation: Creating memorable, feel-good moments
that customers remember builds loyalty. To a large degree, a customer’s long-term relationship with
any company is defined by the moments that they’ve had along the way: Effective and friendly
customer service that solves an issue for a customer, a personalized card for a loyal client’s birthday;
they add up in a customer’s mind over years.
Moment creation is a consistent strategy with CrossEngage’s data and engagement capabilities.
Cutting-edge and easy-to-use segmentation technology, as well as 360-degree, real-time,
permanent customer profiles allow marketing teams to better understand their customers; whilst
channel orchestration allows meaningful interaction with any customer when it matters most.
How It Works
Data Ingestion
& Integration
360°
Customer Profiles
Customer
Segmentation
CrossEngage integrates all your
data sources whether those are
CRM systems, data warehouses,
web-tracking solutions, or response
data from channel-specific
marketing tools. With CrossEngage,
you can even integrate marketing
clouds and enhance their
capabilities.
Our platform creates
comprehensive 360-degree
customer profiles that marketing
personnel can access directly,
without the need for any support
from IT. In addition to fundamental
profile data, this also includes data
related to customer history and
current user behaviour.
Using the Segment Builder, you
can create the most complex
customer segments in just a few
clicks with immediate feedback
regarding their size. This will have
you planning your campaigns more
efficiently and quickly than ever.
4
Cross-Channel
Campaign Management
Tailor campaigns to customer segments while
accounting for each customer’s individual
preferences regarding channel, time and content.
CrossEngage even lets you use customer behavior
as real-time trigger for your campaigns so you can
respond instantly to customer needs.
5
The Stories feature provides an intuitive interface
to automate campaigns and shape individual
customer journeys.
Creating templates and personalized messages
for different channels is straight-forward with
CrossEngage.
Integrations
Integrate all the tools you need –
for email, push notification, SMS, WhatsApp,
Facebook, programmatic advertising, direct mail
and much more.
Moments of Inspiration
World-renowned meal-kit company HelloFresh were on the verge of completely doing away with
their direct mail channel – until their test campaigns showed the channel’s potential.
Direct mail was not proving itself a cost-effective channel for HelloFresh – CrossEngage’s ability to orchestrate
direct mail and email channels was the innovation that they needed. Their CRM team was able to test three
different scenarios and, brilliantly, find a consistently profitable approach.
Each of the three scenarios concerned a flyer with an attached voucher.
In the first scenario,
In the second scenario,
In the third scenario,
an email with the same voucher
preceded the flyer. The flyer
wasn’t sent if the email led to a
transaction.
the flyer was preceded by an
email that merely referred to the
upcoming flyer and voucher.
they only sent the flyer and
voucher.
Incredibly, the second scenario showed a doubled conversion rate and more than doubled Return On Investment
(ROI) compared to the other scenarios. CrossEngage’s direct mail integration and easy testing capabilities showed
that all it took to tease out the profits was an email teaser.
Moments of Inspiration
The German rail company Deutsche Bahn is using Cros-
Secondly, customers that haven’t downloaded the DB
sEngage for dynamic customer engagement.
Navigator are made aware of it at a highly relevant time.
Deutsche Bahn’s CityPlus tickets are offered for selected
inter-city trips and include a one-time trip from a custom-
Deutsche Bahn has seen very high open and click rates
er’s destination station to anywhere in their destination
and, most importantly, a significant increase in upgrades
city.
to CityPlus.
Inter-city traveling customers who have not booked an
available CityPlus option are informed via email on the
How It Works?
day of their journey that they can upgrade to CityPlus
Personalized targeting is achieved through dynamic
with ease. If the customer has booked through the web-
segmentation. When a ticket is purchased the customer
site rather than through the DB Navigator app, the email
is instantly segmented based on whether they are
that they receive will additionally include a download link
traveling on a journey where CityPlus is eligible, whether
to the DB Navigator app.
or not they’ve already bought the CityPlus option, and
whether they purchased their ticket via the Deutsche
Two benefits arise through this approach: Firstly, cus-
Bahn website or via the app. The segmentation decides
tomers are offered a more complete travel chain, with a
both whether an email is sent as well as the content that
smooth transition from the journey to their destination
the email contains.
cities to journeys within their destination cities.
Packaged System
A bundled system or a complete package, whose components form an integrated system with
standardized processes and generic interfaces and which also provides an end-user interface.
Strong in Data
Data points of all customer touch points are stored in real time in a uniform metric while great
flexibility regarding data mapping and scalability is guaranteed even with large data volumes –
both from a technical point of view and considering the incurred marginal costs.
Real-time Capability
Data is processed in real time, and there are no lengthy batch uploads,
as is the case with DWHs using ETL processes.
Open Access
The system is accessible to other systems so that data is exchanged in real time via APIs or
webhooks. It is expandable and can quickly adopt new channels and technologies.
Campaign Management
Includes functionality for customer segmentation, machine learning based predictions, analysis and
attribution tools and/or cross-channel decision logic for campaign orchestration and
customer journey modeling.
Message Delivery
The system sends advertising messages itself –
for example via email or push notification, instead of relying on other tools.
Data
Warehouse
Packaged System
Strong in Data
Real-time Capability
Open Access
Campaign Management
Message Delivery
DMP
Marketing
Clouds
CDP
Cool Vendor in Multichannel Marketing
We’ve been included in the list of four “Cool Vendors in Multichannel Marketing”
by Gartner, Inc. The May 2018 report evaluates interesting, new and innovative
vendors, products and services in the multichannel market in order to identify
innovative multichannel marketing vendors so they may help advance marketing
and business goals. The report also provides recommendations for digital
marketers to take their strategies forward.
In the report, Gartner points out that “Marketers look to multichannel platforms to
orchestrate programs primarily designed to realize revenue growth and innovation
objectives”. One of the premises for multichannel marketing is an in-depth
understanding of one’s customer, in order to target them across channels whilst
simultaneously accounting for their individual preferences.
Best Customer
Communication
Tool
RealCDP
Verified
The E-commerce Awards 2019 has granted CrossEngage 1st place for “Best
Customer Communication Tool”. With five thousand yearly participants,
eighteen judges and ten categories ranging from Best Payment Provider to
Best Innovation, the E-commerce expo and awards ceremony is one of the
biggest yearly events in e-commerce.
Our dedication to innovative, customer-centric CRM earned us this distinction.
We’re very happy here at CrossEngage to receive our RealCDP Verification.
The Verification, created by the CDP Institute, is awarded to CDP systems that
fulfill set minimal requirements. The need for a vendor-neutral verification
system has become apparent in an industry with scores of mis-labelled CDP
providers.
The CDP Institute is a vendor-neutral institute founded by David Raab that’s
dedicated to educating marketers and martech-ers about Customer Data
Platforms. CrossEngage are proud founding partners for the CDP Institute
Europe – we’re passionate about CDP technology and share many of the
Institute’s values.
Secure Data Handling
Contracted Data Processor
Servers in Germany
GDPR Compliant
Our platform is designed to manage any
Your data is hosted on secure servers
Our platform follows the new
kind of data securely and confidentially.
located in Germany that fulfill the
European General Data Protection
As contracted data processors, we do not
stipulations of ISO-Norm 27001:2005.
Regulation (GDPR) and we have been
have any rights to usage or access of your
We follow German data protection
audited by external data security
data.
law to the letter, which is among the
experts.
strictest regulatory frameworks in the
world.
Checklist
You most likely need a CDP
if you need one of the following.
Truly comprehensive customer profiles
Sophisticated segmentation and journey mapping without IT
Real-time capabilities
Scalability in data management
Capabilities to handle complex data structures
Keep existing infrastructure
Use the best tools for each channel or use modern channels
Stay agile and adapt to market changes swiftly
CrossEngage GmbH
Bertha-Benz-Straße 5 | D-10557 Berlin
+49 30 25766033 | info@crossengage.io
crossengage.io