target audience: TECH BUYER Publication date: Mar 2023 - Document type: IDC Perspective - Doc Document number: # US50491223
Customer Data Platforms: Foundation for the Future of Customer Experience
This IDC Perspective analyzes the primary role of customer data platforms (CDPs) in delivering better customer-centered outcomes. The analysis is based on IDC's Future Enterprise Resiliency and Spending (FERS) Survey and other IDC research. Technology buyers can use this research to benchmark their CDP adoption and learn about new developments in the market. Technology vendors can use this research to advise their customers on the value of accelerating implementation of CDP technology to obtain significant business outcomes faster.
"CDP adoption has continued to increase in the past few years as global enterprise brands and other firms have found that unified customer profiles and other CDP technologies can deliver significant business outcomes and most importantly raise the bar on customer experience," said David Wallace, research director, Customer Data and Analytics at IDC. "In challenging economic times, brands must stay even closer to their customers' needs to preserve relationships and continue to grow revenue by delivering empathic experiences that create trust and loyalty. CDPs are the foundation on which to build a common set of customer orchestration operating services that cut across all customer-facing teams enabling them to work from a unified and constantly updated data repository."