Q&A

Terminology and Definitions

Is Omneo a CRM or a CDP?

Omneo could be called a CRM (Customer Relationship Manager) or CDP(Customer Data Platform) depending on the specific definition or role you place on these terms and systems.

The main difference between Omneo and other CRM and CDPs that are out there is that:

• The primary beneficiary of the customer data we collect and the features of the platform are the customer and the people that serve them individually, over the brand as a whole
• Customers are willing participants in the creation and enrichment of their profiles as well as contributing to their transaction and interaction history for their personal benefit
• It does not focus on segmentation and reporting but rather the facilitation of actual personalised experiences
• It does not track customers anonymously - implicit zero party/ first party, known customer behaviour is included, while other CDPs and marketing platforms extend that into device and anonymous customer tracking
• Omneo works by feeding accurate and genuine data to marketing, segmentation and business intelligence tools rather than replacing them

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Who within my brand will use Omneo?

Here’s a list of the people within your brand that will use Omneo - this list is in order of value and utility they will get from the platform 

• Your customers
• Front line store staff
• Customer service staff
• CRM / Email marketing teams
• eCommerce teams
• Marketing teams
• Product development teams
• Finance and other executives

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What is the difference between CX and Marketing?

Marketing is leveraging the customer to solve brand problems, while CX is leveraging the brand to solve customer problems

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What are Profile Attributes?

These are set facts that have been about the customer that have been given to us explicitly or have been captured by staff or systems. They typically include information such as email, name, gender, date of birth, shoe size and many more. These facts may change over time but in most cases they a static once known. Some of these attributes may be required in order to have a valid profile with the brand, while others may be collected over time  via progressive profiling during specific retail or service experiences.

For example, we may not capture the person’s home address until they make an online order and put in their details for delivery; or we may only capture a mobile number once they call customer service.

All customer attributes should be available to the customer so that they can add, edit or remove them. It is their profile with the brand, not the brand’s record of the customer. This is a subtle but important point of view to keep in mind.

Attributes allow for the store or service team to ‘know’ the customer they are serving and not start again establishing common facts (such as ‘what is your shoe size’)

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An aggregation is a rolled-up or calculated fact based on customer events that is attached to each individual profile.

It can include things like: Average Transaction Value (ATV), Average CSAT score, transaction count, last purchase date, number of open service tickets, reward balance, return ratio and many more.

These aggregations are calculated and maintained by Omneo whenever a customer does something that would affect specific aggregations.  These values can then be selectively synced to other systems such as email marketing or customer service to enable simple yet powerful segmentation or triage logic within those platforms.   For example, any customer with an ATV greater than $500 and a transaction count greater than 10 in the last 12 months gets automatically routed to your best customer service agents

Aggregations may be visible to store or service staff in order to better understand the likely behaviour of the customer they are currently serving in order to create better outcomes for the customer and the brand

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Check out our terminology glossary here

Technology and Security

The Omneo platform is offered as a Saas solution powered by the Google Cloud platform.  Your customer data is located by default in the Australian region but can be replicated or located in other global availability regions if your specific use case requires this.

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Data At Rest:

Data is encrypted using the 256-bit Advanced Encryption Standard (AES-256), or better, with symmetric keys: that is, the same key is used to encrypt the data when it is stored, and to decrypt it when it is used. These data keys are themselves encrypted using a master key stored in a secure keystore, and changed regularly.

In Transit:

Google encrypts and authenticates all data in transit at one or more network layers when data moves outside physical boundaries not controlled by Google or on behalf of Google. Data in transit inside a physical boundary controlled by or on behalf of Google is authenticated.

The system by default intentionally does not have any mass export capabilities for Personally Identifiable Information

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