Key Takeaways
- What is a CRM?
- What is a CDP?
- CRM vs CDP- Key differences
Which one is right for your business?
It’s the era of digital transformation, businesses are constantly looking for ways to better understand and engage with their customers. With an abundance of customer data available, employing the right tools to analyze and leverage this information is important. Two of the most debated software solutions are Customer Relationship Manager (CRM) and Customer Data Platforms (CDP).
While both CRM and CDP handle customer data, they serve two distinct roles in business. To understand them better, let’s take a closer look at each.
To know more about the differences between the two, let’s learn about each of them-
What Is a CRM?
As the name suggests, Customer Relationship Management (CRM) tool is often designed to help businesses manage and analyze their customer interactions throughout the customer lifecycle. CRM’s primarily focuses on sales, customer service, and relationship building.
Features of CRM
Contact and Lead Management
A CRM acts as a centralized platform that stores all customer information in one place, including names, email addresses, phone numbers, past interactions etc. This system enables businesses to keep track of their leads, manage relationships and create personalized experiences for the customers.
Use Case: A B2B SaaS company uses CRM to categorize leads based on their engagement levels, helping the sales team to prioritize follow-ups with potential leads.
Sales Pipeline Tracking
CRMs offer a visual overview of the sales process, allowing the sales team to manage opportunities at each stage. This feature also enables quick identification of bottlenecks leading to accurate sales forecasts and a more efficient sales process.
Use Case: By utilizing a CRM, a real estate agency can effectively manage their buyers lifecycle, tracking potential clients through each stage, from initial property inquiries, through to successful sales and contract closures.
Customer Interaction History
A CRM records all customer interactions, including emails, calls, past purchases etc. This ensures that the team has a complete outlook on the customer, leading to customized interactions.
Use Case: By leveraging CRM data, a luxury car dealership can provide tailored communications, like service reminders and exclusive event interactions, based on past customer interactions.
Task and appointment scheduling
CRM systems can streamline workflows by automating follow-ups and reminders, ensuring consistent customer communication.
Use Case: By setting automated reminders in their CRM, financial advisors can reliably conduct annual client reviews and renewal discussions.
Customer support ticketing
By incorporating customer service features, CRMs enable businesses to effectively manage support tickets, monitor issue resolution progress and further ensure prompt customer communication.
Use Case: Because CRMs include customer service tools for ticket management, an eCommerce brand integrates its support team to categorize complaints, track resolutions, and escalate urgent issues
Report and analytics
CRMs provide valuable data analytics, allowing businesses to understand sales trends, customer behaviour, and team performance, enabling data-backed decision making.
Use Case: Software companies utilize CRM reports to analyze and identify the most effective marketing campaigns and optimize their lead generation methods.
Who uses a CRM
- Account managers handling B2B relationships.
- Customer support representatives.
- Sales and business development teams.
The market offers a number of CRMs, including prominent solutions such as ZOHO CRM, HubSpot CRM, Salesforce Essentials, Microsoft Dynamics etc.
What Is a CDP?
A Customer Data Platform is a software solution that collects, integrates, and unifies customer data from various sources to create comprehensive customer profiles. Unlike CRM’s which manage direct customer interactions, CDPs unify behaviour, transactional, demographic data to provide a consolidated customer view.
Features of CDP
Data Integration from multiple touchpoints
CDPs excel at consolidating customer data from various sources into a unified view. This includes data from websites, mobile apps, social media interactions, and offline activities. This creates a single customer view, eliminating data silos across departments.
Example: A retail brand integrates customer in-store details with online browsing behaviour such as website and mobile app data. This allows them to see that the customer browsed online and made an in-store purchase. A CDP syncs this information, ensuring that customers don’t receive online ads for the same product, rather suggestions for complementary items. Therefore, data integration leads to a holistic view of customer behaviour and promotes personalization.
Real-time customer segmentation and audience profile creation
CDP enables businesses to segment audiences dynamically based on their real-time behaviour and interactions. It implies that these profiles are continuously updated, allowing hyper-targeted marketing.
Example: A streaming service categorizes user segments based on viewing history and preferences. This enables personalized recommendations and promotions.
Predictive analytics and AI driven insights
CDPs use machine learning and AI to analyze customer behaviour. This includes customer churn value, product preferences etc. These insights enable proactive marketing and active customer engagement.
Example: A subscription based software company uses a CDP to identify customers who are likely to churn. By identifying at-risk customers, they can proactively reach out and with personalized offers to retain them.
Easy integration with omnichannel automation and advertising platforms
- CDPs are designed such that they seamlessly integrate with other marketing and advertising tools, such as ad networks, email marketing platforms, social media platforms, ensuring consistent and personalized messaging across all channels.
Example: An eCommerce brand integrates CDP with its email marketing platform and social media advertising platform. If a customer abandons their cart, the CDP triggers an automated email with a reminder and a personalized discount. Moreover, customers also receive targeted ads on social media featuring recommended products and price drop etc.
By leveraging CDPs, businesses can gain deep insights into customer behaviour, personalize marketing campaigns, and improve customer experience across multiple channels.
Who Uses a CDP?
- Marketing teams looking to optimize campaigns.
- Data analysts who need customer insights.
- eCommerce brands aiming for personalized experiences.
Now that we’ve outlined their features, let’s explore the key differences between CRM and CDP.
CRM Or CDP: Which One Is Right For Your Business?
When choosing between a CRM and a CDP, the right solution depends on your business specific needs, goals, and existing systems. As already discussed, both tools serve different purposes in managing customer data and improving customer experiences.
When To Choose a CRM?
If your primary goal is to manage sales pipelines and customer service, while building strong customer relations, then a CRM is the right tool for you. CRM’s are most beneficial for teams that interact with customers firsthand and close sales.
- If your business heavily relies on sales teams or customer service representatives to make the pitch and close deals, a CRM is essential to manage such interactions and relationships.
- CRM’s are built for tracking leads through the sales funnel, keeping records and sales information, and scheduling follow-ups. Therefore, it is helpful for your team while lead tracking.
If providing excellent customer support is your priority, CRM offers tools for managing support tickets and maintaining a history of customer issues.
When To Choose a CDP?
CDP’s are best suited for businesses that focus on personalized marketing, customer segmentation, and leveraging customer insights across different channels.
- If your business operates across multiple channels (website, mobile app, social media, email and so on. ), a CDP will provide an integrated customer profile with compiled data from all the given touchpoints.
- A CDP enables personalized marketing by segmenting customers based on behaviour, preferences, demographics etc. allowing you to target your audience with tailored marketing campaigns.
CDP offers predictive analytics that forecast customer behaviour empowering businesses to improve their marketing strategies.
Which One Is Right For Your Business?
Small to mid sized business: if you are a small business or company just starting to implement customer relationship strategies, a CRM is the better choice. It helps track customer interactions, manage leads and develop impactful relationships, which is crucial for businesses with a growing customer base.
Larger Enterprises or Data Drive businesses: For large organizations such as eCommerce, retail, and media companies, where understanding the customer behaviour across various touchpoints is quintessential, a CDP is a more apt option. CDPs focus on customer segmentation, targeted marketing, and detailed analysis, allowing businesses to create personalized experience at scale.
Additionally, if a company scales up, integrating both solutions can be a powerful strategy.
