CMSWire: Use CDPs and CRMs Together for Optimal Customer Experience
This article was written by Greg Kihlström and originally posted CMSWire.com
Competition is fierce in the area of customer experience, so having a deeper understanding of your audience is critical to success. This understanding needs to go beyond a general understanding of audience segments and personas, and achieve an ability to personalize experience for individuals.
Organizations have several tools at their disposal to better understand their customers. Two of the most important are customer relationship management (CRM) platforms and customer data platforms (CDP). For those less familiar with the distinctions and definitions of each, let’s briefly define them individually before we talk about how they can be used to work together.