Marketing pulls from one segment. Service reads from another. The model trained on a third. The customer experiences all of them at once, and recognises every seam.
What is UNFYD.CDP?
It sits above the data infrastructure you already own — lakehouse, warehouse, OLTP or operational store — and turns it into a single decisioning surface. Marketing, service, operations and collections read and write the same customer record, so the next best action is computed where the profile lives rather than exported to a campaign tool. Every identity match carries a confidence score, and every activation carries consent state, channel preference and the regulatory window that applies.
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Most enterprises have CDPs. Some even use them. Inside, three teams operate on three slightly different views of the same customer. Outside, the customer experiences a brand that is forgetful, occasionally indifferent and frequently rude.
The category ingests, deduplicates, persists and exposes. Then it expects the customer team to figure out what should happen next. The decision happens in a meeting, a campaign tool, or an SLA breach. Nowhere on the platform that was supposed to own it.
Most enterprises run multiple identity-resolution stacks at once. Each was the ‘unified profile’ at the moment of purchase. The override log is silent on which one was right last Tuesday.
A CDP that doesn’t respect business hustle, is a mere database with a logo.
UNFYD.CDP is not a warehouse with a marketing badge. It sits above the data infrastructure you already own. Lakehouse, warehouse, OLTP, operational store. It turns whichever stack you have into a decisioning surface your customer service, marketing and operations teams act on simultaneously, against the same record, with the same audit trail attached.
A single customer record every system reads from and writes to in the same moment. Your CRM, contact centre, marketing automation and service desk operate against the same state of the customer, simultaneously. Not a nightly snapshot. Not a reverse-ETL refresh.
Deterministic where the data permits. Probabilistic where it does not. Every match carries a confidence score the auditor can defend, and every manual override is logged against the human who made it. The identity graph is one. Never three with a reconciliation script.
Next-best-action computed on the same surface that holds the profile. No export to a campaign tool. No batch refresh window. No “we will look into it.” The decision and the data live in the same place, by design.
Audiences update themselves between trigger and despatch. The customer who became eligible while the campaign was being built is now in the campaign. The customer who churned out yesterday is not.
Every push, email, call, agent prompt or notification carries the consent state, channel preference and regulatory window at the moment of activation. Marketing does not need to trust that legal is reading the same record. The record reads itself.
Sits on the warehouse, lakehouse or operational database you already paid for. Reads from and writes to the systems you have already deployed. Cloud-agnostic; deployment-flexible. You do not migrate to UNFYD; UNFYD arrives on top of you.
UNFYD® sits above the bank’s existing data estate. Core banking, cards platform, lending stack, branch CRM, digital channels. It turns each into a single decisioning surface. The relationship manager, the contact-centre agent, the digital channel and the collections team operate on the same customer state, the same offer eligibility, the same consent posture and the same regulatory window. Cross-sell, upsell, dormant-account reactivation, fraud query handling and missed-EMI recovery all run from one record. No two systems decide differently about the same human.
Every event from your stack, transactional, behavioural and conversational, feeds one decisioning surface and exits through the systems your customer is already inside. Knowledge flows in. Decisions flow out. Latency loses its budget line.
Examination requests answered against one record and a single override log. What was a three-week document hunt becomes a Tuesday afternoon, with citations attached.
Reverse-ETL contracts, segment-refresh schedulers, batch decisioning windows. Each retires when decisioning lives on-platform. The CFO sees the licence line shrink, quarter on quarter.
Every conversion attributable back to the specific decision that produced it, on the specific channel that delivered it. CMO and CFO finally read the same number.
Service, marketing, operations and collections decide identically about the same human, week after week. Inconsistency events drop to a measurable floor, visible to the CCO.
Proof is the default. Your auditor will find this section reassuringly boring.
Multi-tenant or dedicated hosting, auto-scaling and a 99.9% SLA. The fast path when time-to-value matters most.
Full deployment inside your own data centre. Complete data sovereignty, no third-party cloud dependency. The deployment regulators sign off without a redline.
Processing and storage split across an on-premise core and cloud edge, for mixed compliance needs across business units.
Granular RBAC across users, teams, channels and campaign types, with full audit logging.
Architecture aligned to the frameworks regulated enterprises are measured against.
Data held within specified geographic boundaries for GDPR, PDPA and RBI requirements.
Enterprise identity across every UNFYD module via your existing directory.
AES-256 at rest, TLS 1.3 in transit, end-to-end encrypted campaign payloads.
Active-passive DR with automated failover and an RPO under four hours across all modes.
UNFYD.CDP is a Customer Decision Platform. It sits above the data infrastructure an enterprise already owns — lakehouse, warehouse, OLTP or operational store — and turns it into one decisioning surface. CRM, contact centre, marketing automation and service desk all operate against the same state of the customer.
Warehousing CDPs solved storage: they ingest, deduplicate, persist and expose data, then leave the customer team to work out what should happen next. UNFYD.CDP computes the next best action on the same surface that holds the profile, so there is no export to a campaign tool and no batch refresh window between the data and the decision.
No. UNFYD.CDP is composable and sits on the warehouse, lakehouse or operational database you have already paid for, reading from and writing to the systems you have already deployed. It is cloud-agnostic and deployment-flexible.
Identity resolution is deterministic where the data permits and probabilistic where it does not. Every match carries a confidence score that an auditor can defend, and every manual override is logged against the record.
Three. Cloud / SaaS offers multi-tenant or dedicated hosting with auto-scaling and a 99.9% SLA. On-premise runs entirely inside your own data centre for full data sovereignty with no third-party cloud dependency. Hybrid splits processing and storage across an on-premise core and a cloud edge for mixed compliance needs.
Every push, email, call, agent prompt and notification carries the consent state, channel preference and regulatory window at the moment of activation. Data is held within specified geographic boundaries for GDPR, PDPA and RBI requirements, encrypted with AES-256 at rest and TLS 1.3 in transit, with granular role-based access control, full audit logging and active-passive disaster recovery with an RPO under four hours.
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