2021年秋季客户参与报告（英）.pdf

2021 FALL
CUSTOMER
ENGAGEMENT
REPORT
Operationalizing Data to
Power in-the-Moment Experiences
Contents
Executive Summary 03
Identity and Consumer Data Enrichment 05
Capabilities are Key
Maximizing your CDP Requires Organizational 15
Alignment and Clear Goals
How a CDP Helped Improve CX and Operational 23
Efficiencies: Client Success Story
Conclusion 27
2021 FALL CUSTOMER ENGAGEMENT REPORT 02
EXECUTIVE
SUMMARY
2021 FALL CUSTOMER ENGAGEMENT REPORT 03
Since our last edition of the Customer Engagement Report, vaccines have
become widely available, offering a sense of hope amid the COVID-19
pandemic. It’s no surprise that the fast-paced, digital-first customer
expectations that erupted from last year’s events are here to stay. The most
captivating experiences from brands have quickly become customers’ new
expectations. More than that, the pressure of growing privacy implications
has become more evident, as organizations scramble to align on compliant
practices.
This pressure has further heightened the need to collect first-party data,
identify customers, and use that data to power next-level experiences in a
privacy-safe way.
Merkle wanted to know how marketers are responding today, to what extent,
and what strategies they were prioritizing. To do this, we conducted a study
to find the answers laid out in this 2021 Customer Engagement Report. We
surveyed 600 marketing, analytics, and technology executives of major brands
($100 million+ USD in annual revenue) from the US and the UK on how their
co