FEATURES OF THE IMPLEMENTATION OF THE CUSTOMER DATA PLATFORM (SDP) INFORMATION SYSTEM FOR MANAGING CUSTOMER EXPERIENCE CONSIDERING THE ENTERPRISE ARCHITECTURE

UDC 658.5
DOI: 10.36871/2618-9976.2023.02.006

Authors

Anna A. Chirkina,
1st year undergraduate student of the Faculty of Technology Management and Innovation, St. Petersburg National Research University ITMO, St. Petersburg, Russia
Lyubov P. Sazhneva,
Candidate of Economic Sciences, Associate Professor of the Faculty of Technological Management and Innovations, St. Petersburg National Research University ITMO, St. Petersburg, Russia

Abstract

The article describes the omnichannel model, examines the role of the client data management platform as a link in building communications with clients. The functionality is analyzed, as well as the stages and features of the implementation of the Customer Data Platform (CDP) for managing customer experience, considering the enterprise architecture, are identified.

Keywords

Customer experience, Omnichannel, Customer data management platform, Customer Data Platform (CDP), Digital client profile