Customer Experience
Customer Data"Understanding the customer" the most important value for the success of any business. This is because the goods or services a company provides can only create value if they meet customer needs and solve their pain points.
Companies have long utilized customer data to better understand their customers. This includes customer insight data obtained through surveys, personal information, and transactional data such as purchase history—used across functions like marketing, product planning, and customer service. While customers still live their daily lives centered around the offline world, they are also increasingly and continuously connected to the digital world as digital transformation (DX) accelerates. Every interaction in this process—every click or tap on an app or website, social media posts, hashtags, images, reviews, and search terms on shopping platforms—is being transformed into data. At the same time, technologies for collecting, processing, integrating, storing, and utilizing this ever-increasing online and offline data continue to advance rapidly, expanding the value of data at an unprecedented pace.
In step with this trend, LG CNS provides end-to-end data services and solutions, establishing itself as a trusted partner for driving its clients’ business success.
As we enter the era of personalized marketing, customer needs are becoming increasingly sophisticated. Companies are striving to provide customized services by analyzing customer data. However, without effectively integrating vast amounts of customer data, it becomes difficult to deliver a truly distinctive experience.
The foundation of becoming a customer-centric company lies in understanding customers, yet the ability to capture and collect customer data across various channels is not easily achieved. To succeed, companies must develop the following five core capabilities:
- Secure a centralized data platform (for storage and analysis) that is shared across the organization and accessible enterprise-wide.
- Analyze customer preference and propensity data to improve offline store experiences or extract demand signals that enable regional-level demand forecasting. Continuously update customer profiles and deliver relevant customer communications.
- Be able to reach all customers in real time.
- Use customer data to create digital engagement experiences that truly satisfy customer expectations.
- Leverage all available data from the customer acquisition journey, including mobile app data, transaction and commerce data, and social media interactions.
— The Core CX Data Solution for Enhanced Customer Experience and Marketing Competitiveness
Dynamic Segmentation and Effortless Marketing
LG CNS CDP supports seamless marketing execution through dynamic segmentation and data activation capabilities. The marketing manager at the world’s F&B company reported that targeting accuracy improved significantly with CDP's dynamic segmentation, and by directly transmitting self-generated segments to the campaign system, marketing lead time was shortened and timeliness improved, resulting in a dramatic increase in conversion rates. A representative from a major Korean retail company said that by automating segmentation and data activation based on integrated online behavioral and transactional data, they have seen continuous improvement in marketing efficiency and the performance of personalized marketing.
Stronger Marketing through Integrated Marketing Performance Management
A global enterprise based in Korea faced challenges generating timely integrated analysis, as each overseas subsidiary conducted marketing based on different client data and collected performance metrics using inconsistent standards. The company built its own global CDP using LG CNS’s CDP solution, allowing overseas subsidiaries to analyze and activate segments using standardized, integrated data. This unified approach not only allows for integrated management of marketing performance but is also expected to elevate marketing competitiveness across the group and continuously enhance global business outcomes.
Gen AI-Powered Analytics and Seamless Activation
With CDP’s Generative AI functionality, marketers can intuitively extract and visualize customer segments using natural language based on their domain experience and analytical thinking.
In addition, segments can be activated in linked systems using natural language, enabling faster marketing execution in a consistent analytical context. Ultimately, marketers can efficiently create and deliver creative customer experiences through natural language.
Integrated Inbound & Outbound Marketing
Executing marketing across multiple channels often results in redundant messages being delivered to customers, increasing fatigue and risk of churn. Using CDP’s Journey Builder, companies can integrate and execute inbound and outbound marketing across various channels and view the consolidated results. Journey Builder helps design rational journeys for target clients and deliver optimized messages, improving marketing communication effectiveness.
The core capabilities of the LG CNS CDP solution focus on understanding customers and enhancing their experiences through integrated customer data, supporting improved customer experiences and enhanced marketing performance through advanced segment analysis.
Create a 'Customer Single View' by integrating fragmented data across various sources
Easily generate custom analytical attributes for multi-dimensional customer analysis when needed
Intuitively create segments using visual rule builders that allow even complex segmentation logic to be defined without difficulty
Visualize data for analysis and derive intuitive insights
Send customer segments directly to external marketing systems through ready-to-use Activation Connectors
Design optimized, personalized customer journeys
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Implementing a CDP is more than just a technical project—it can involve changes across the entire organization.
This is because a CDP is not simply a data integration tool, but a platform designed to enhance customer experience and drive measurable business outcomes.
It is essential to define clear goals such as strengthening data-driven decision-making, determining the scope of data integration, whether real-time data processing is needed, evaluating compatibility with existing systems, and establishing a collaborative framework with marketing teams who will use the CDP. These factors should be carefully planned and aligned across marketing teams.
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A CDP focuses on integrating customer data to deliver personalized experiences, while CRM is used for managing client relationships and DMPs primarily support ad targeting with anonymous data.
- CDP (Customer Data Platform): Collects and integrates customer data from multiple channels to build a single customer profile, enabling personalized customer experiences.
- CRM (Customer Relationship Management): A tool used to manage customer relationships, with a focus on sales and customer support.
- DMP (Data Management Platform): Primarily used for anonymous audience targeting in advertising, often using third-party data.
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A CDP helps unify fragmented customer data to deliver personalized marketing and optimize customer experiences, ultimately improving business performance.
LG CNS Data Services offer a core set of solutions that assist clients throughout their operational processes for data innovation, from assessing the current internal environment to developing case studies, while minimizing client investments and resource allocation through our leading data technologies and expertise.
By integrating and analyzing valuable industry-specific market data alongside internal data, LG CNS provides actionable insights in the form of services that empower optimal decision-making across entire value chain of our clients.
Data Status and Issue Diagnosis
We actively listen to our clients to understand their needs and pain points, presenting tailored data products and use cases, and assisting in the development of comprehensive data utilization strategies.
Enhancing Data Literacy
By implementing timely monitoring to detect external market changes and internal business dynamics, we provide actionable insights from data analysis, enabling informed decision-making.
Data-Driven Business Innovation
We offer strategy consulting and premium analysis from an integrated perspective, supporting data-driven business transformation across all aspects, from business strategy and product planning to sales, marketing, and customer management. Everything that helps businesses implement strategies and actionable tasks.
LG CNS's BI is a unique integrated analytics service that combines external market data with client-specific data to collect, organize, analyze, and visualize insights. By harnessing these data-driven insights, we empower clients to make optimal decisions, evaluate business performance, and understand market shifts and customer behavior, which in turn drives competitiveness, growth, and new opportunities.
Maximize your business performance with LG CNS's unique BI service through strategic, efficient data utilization.
Collect and pre-process data from multiple sources to convert it into an analysis-ready format
Provide stable and scalable infrastructure for storing and managing collected data
Leverage AI and machine learning to analyze key metrics, including revenue, customer behavior, and performance, deriving meaningful insights
Transform complex data into easy-to-understand visuals that enable fast, effective decision-making
