CX Today Are Contact Centers Outgrowing Traditional CRMs?
Oct 29, 2025
In this discussion, Martin Taylor, Co-founder and Deputy CEO of Content Guru, dives into the rise of Customer Data Platforms (CDPs) in contact centers. With over 30 years in the industry, Martin explains how CDPs surpass traditional CRMs by unifying customer data and enhancing agent experiences. He shares insights on real-world CDP implementations, the challenges of integrating with legacy systems, and the transformative role of AI. Plus, learn how omnichannel approaches create seamless experiences for customers while reducing agent workload.
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CDP Vs CRM: Pragmatic Data Unification
- A CDP unifies persistent customer data across many systems without forcing centralisation.
- It layers atop existing systems and presents a single pane of glass for agents to act from.
UK Census Deployment Example
- Content Guru used its CDP on the 2021 UK census to orchestrate many legacy systems for helpdesk use.
- The CDP provided a seamless front-end while updating back-end records securely out of sight.
Why Public Sector Keeps Local Data
- Public-sector organisations often prefer data to remain in local systems rather than move to a central platform.
- CDPs can access data at point-of-need, keeping provenance and reducing attack surface concerns.
