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Improving the Customer Experience: Should You Invest in a CDP or a CRM?

January 8, 2021

Via: CMSWire

Many brands are revisiting their customer experience initiatives, and are looking into investing in either a customer data platform (CDP) or customer relationship management (CRM) platform. The question is, what are the basic functions of CDPs and CRMs, which would serve a brand better for improving the customer experience, and why?

The Primary Function of a CDP

A Customer Data Platform is a software package that is used to unify transactional, demographic, and behavioral data from all of a brand’s channels, all of which are used to create a persistent, single-person view of each customer.

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