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Univé’s Customer Profile Landscape

  • by Univé (Netherlands)

Objectives

The objective of the “Customer Profile Landscape” is to create one unified, actionable customer view that enables:

  • Personalised omnichannel communication
  • Real-time audience activation across channels
  • Consistent customer experience across app, web, CRM, advisors and retail offices
  • Faster campaign execution (from months to days)
  • Privacy-compliant and transparent data usage

Strategic-goal: transform a fragmented customer journey into a data-driven, consistent and relevant member experience for 1.8 million members.

Progress status

Completed / Deployed

Operational & continuously optimised

  • Initial rollout 2025
  • Scaled in 2025/2026

Work team

  • Developed mainly in house
  • Project Management: Commerce in close collaboration with IT. Working together in a multidisciplinary activation team (Marketing, data engineering, analytics, development
  • External partner/team: External partners: Tooling: Hightouch CDP (Composable solution) / Supervising partner: Springbok Agency

Work carried out to date

  • Technology and architecture
  • Organisational transformation
  • Data Activation (from or own data-platform to marketing channels)
  • Privacy and governance
  • Improved relevance.

These activities have resulted in an award-winning use case for the Dutch Data Driven Transformation Awards (DDMA). Read more

First Results & Lessons learnt

  • Faster time-to-market for data driven campaigns
  • Higher conversion through contextual offers
  • One actionable customer view
  • Improved relevance in (digital) channels
  • Shift from volume to precision
  • Winning DDMA transformation award.

Difficulties encountered & Remainng Challenges

  • Data fragmentation & legacy landscape
  • Organisational alignment
  • Change management