Customer data platform services

A CRM integration can be enough when the immediate problem is getting a form submission, order or appointment into the right contact record. A customer data platform is worth evaluating when the same identity and audience rules must work across several tools, especially when each system records customer activity differently.

Look at the next decision your team needs to make. If staff simply need to see an order total while handling an inquiry, start by checking whether the existing CRM can receive that field. If separate teams build conflicting audience lists from the same customers, document which source owns each field and how updates should travel. Write down who can approve a change to those rules.

For CDP planning, bring a list of systems and one workflow you want to fix. Tell us which system currently owns customer details and which tool needs to use them. A redacted example of a duplicate or incomplete record helps us see what information is missing before we discuss implementation.

An order number may identify a purchase without identifying a person. A shared inbox address can appear on records for several employees. We review sample fields and agree on how to handle uncertain matches before any rules are applied. Tell us about existing connectors or exports and which team can approve access, so the proposed work reflects what is available.

A CDP pilot should show what happens to a customer record from its original source to the tool that will use it. We define the expected result for the first workflow, test how matches are handled and review which errors a staff member needs to resolve before the next connection.

Ask to see what happens if a phone number changes, a field is blank or the destination tool rejects an update. The test should also show which system still owns the original record. Keeping a record of the test cases gives your team a way to review a new connector later using the same expectations. Include a case where the source sends the same record twice.

For Broward businesses combining customer records, the useful local question is whether a shared profile keeps each branch or sales channel identifiable. The U.S. Census Bureau counted 68,191 employer establishments in Broward County in 2023. That figure counts establishments, which can include different sites operated by one business.

A company taking orders from a Deerfield Beach office and serving customers through a second site can use one customer profile and still retain the location tied to each order. Ask whether the system can report activity by location and whether each branch can see the details it needs. Use your own records to decide which location fields matter. Ask whether older orders already contain that information.