What is a Customer Data Platform and what can it do for my hotel ?
By Michael Bennett , Chief Marketing Officer , Cendyn
Each hotel has its own unique needs around customer data . A hotel uses various technologies for marketing , operations revenue , sales , and guest experience depending on its location , market segment , brand affiliation , and target guest . These tools tend to create silos , restricting data flow , and making it difficult to build the modern experiences that today ’ s guests expect .
That ’ s the process for just one hotel ; add a single hotel into a bigger hotel group , and the complexity grows exponentially . That ’ s where a Customer Data Platform ( CDP ) comes in : it wrangles complexity and unlocks value in data across an entire enterprise .
But what exactly is a Customer Data Platform ? So glad you asked because we fancy ourselves a bit of an expert thanks to our investment in Starling , our next-generation customer data platform for hospitality . Here ’ s what you need to know about CDPs and how they ’ ll transform your hotel by building a data layer across your operations .
What is a CDP ?
A 360-degree view of the customer is only feasible if you have a comprehensive view of all aspects of your customer journey . Any gaps in visibility make it impossible to have an accurate , holistic view of your customers .
A Customer Data Platform solves the need for unified customer data that ’ s uniformly accessible across the enterprise . It breaks data out of internal silos and combines it with external data sources to provide a data layer that stretches across your enterprise in a persistent and standardized action .
32 ILHA