How to Use CDPs for Better Customer Service

Customer data platforms (CDPs) aren’t just valuable for marketers. A CDP can offer valuable insights for anyone who contributes to the customer experience from advertisers to customer success teams to customer support representatives. Call center and customer service representatives are on the frontlines of customer interactions each day and have a major impact on overall business performance and long-term customer loyalty. Zendesk research found that 66% of B2B and 52% of B2C customers stop buying from a brand after a bad customer service interaction.

Most customer service agents have visibility into purchase history and previous call center interactions, but agents often lack insight into the complete picture of a customer. When agents understand details such as how customers are engaging online, in emails or in stores, plus other details such as VIP status, they can easily tailor the conversation to each unique customer. Let’s look at two examples of global brands who used customer intelligence from our CDP, Acquia AgilOne, to increase customer retention, boost loyalty and improve overall business operations.

AgilOne integrates personal data directly into the Wickes call script.
AgilOne integrates personal data directly into the Wickes call script.

Turkish household appliance manufacturer, Arcelik, operates a large call center with over 2,000 agents. When customers complete a post-purchase form, agents call customers to ensure success with their purchase and upsell adjacent products and services. AgilOne’s 360 Profile API enables agents to gain a complete view of their customers by connecting customer details pulled from AgilOne’s 360 Profile with Arcelik’s customer service software, which provides call scripts for agents. The call script auto-populates with details coming from AgilOne, and enable the representatives to give a relevant, high value, conversation and close call tickets faster. , For example, the agents can now reference what brand and product the customer purchased, what channel it was purchased through, the customer’s home address and more. 

According to Bora Cetiner, CRM and retail analysis manager at Arcelik, “AgilOne gives our call center representatives the information they need to make the experience feel personalized for each customer.” After applying the customer insights from AgilOne to their interactions, Arcelik saw a 100% increase in additional upsell products sold during a customer service interaction. 

the custom Trade Pro field for the loyalty program, so that reps can see at a glance whether they are part of the program when they're on a call.
An illustration of The custom Trade Pro field in AgilOne for the Wickes loyalty program.

British home improvement retailer Wickes also uses AgilOne to personalize their interactions with customers at every moment in their journey. Wickes applies AgilOne’s data to their marketing and web experiences, as well as customized their customer contact center communications. Before AgilOne, Wickes agents did not have visibility into whether someone contacting the call center was part of the Trade Pro loyalty program.

Agents had to contact IT and wait for IT to confirm whether or not the customer was part of the loyalty program. This was time-consuming and labor-intensive. 

By giving call center agents access to AgilOne's 360 Profile UI, which combines all relevant, resolved details about each customer into one display, agents could quickly identify loyalty program members and better understand how to meet the needs of these particular buyers. Wickes eliminated the need for IT to manually look up each customer’s record, increasing operational efficiency by 98%. 

Customer data platforms allow brands to leverage all of their different sources of data into a cohesive and personalized customer journey at every interaction point. By giving call center representatives access to a clearer view of who they are speaking to on the other end of the line, brands can meet buyers’ needs quicker and deepen their customer relationships, transforming basic services into exceptional experiences.  

karen wood

Karen Wood

Senior Director, Product Marketing  Acquia

Karen Wood is Acquia's Director of Product Marketing for AgilOne. Karen has over a decade of experience working with enterprise brands and taking disruptive digital marketing technologies to market. Karen enjoys blogging about AgilOne's new innovations, learnings from customers and industry best practices.