target audience: TECH BUYER  Publication date: Dec 2021 - Document type: IDC MarketScape - Doc  Document number: # US47524621

IDC MarketScape: Worldwide Customer Data Platforms Focused on Front-Office Users 2021–2022 Vendor Assessment

By: 

  • Gerry Murray Loading
  • David Wallace Loading
  • Michelle Morgan Loading

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Abstract


This IDC MarketScape compares the functional capabilities and go-to-market strategies of 12 CDP vendors that primarily serve users in front-office functions such as marketing, customer experience, loyalty, support, services, and sales. This document provides guidance to help buyers define their customer data management needs and quickly get an appropriate short list of vendors that may be best suited to their industry, company size, and user base.

"CDPs are essential for providing end-to-end customer experience management capabilities," said Gerry Murray, research director of IDC's Marketing and Sales Technology Research Practice. "Competing on experience requires every customer interaction to inform and enhance every other. That can only be accomplished by making customer data an enterprise service that is not beholden to any one system or department. CDPs are exceptionally well suited to connecting data, connecting use cases and, ultimately, solving for continuity across all customer touch points and will therefore boost customer loyalty, lifetime value, and market share."



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