British Heart Foundation (BHF) are undertaking an exciting customer transformation programme to drive incremental income and make it easy for customers to both give and get help to achieve their goals through better identifying, predicting and meeting our customer needs.Our transformation programme is implementing Adobe Customer Data Platform (CDP) and Campaign plus Microsoft Dynamics 365 Customer Engagement to provide great customer experience across different channels.The Adobe capability is a suite of Marketing Technology tools with two main elements, Adobe CDP and Campaign. CDP will be used as the master for all our B2C customer data. It will unify cross-channel data and bring together various online and offline data sources, managing customer consent to create a Real Time single customer view. Adobe Campaign will be a marketing orchestration platform to design and build customer journeys, managing cross-channel campaigns through email, SMS and direct mail, using data from Adobe CDP.Microsoft D365 Customer Engagement will also manage customer interactions and relationships, acting as the master for all B2B customer data for the purpose of prospect, lead and customer management, hold B2C customer records and associated interactions with BHF. It will also provide a unified platform for Customer Services to deliver more personalised experiences for customers, and be an essential component of the single customer view combining customer information with product centric data.A