How is a CDP different from a CRM ?
The main difference between a CDP and CRM is right there in the name : a CDP manages customer data , and a CRM manages customer relationships . When implemented , the CDP becomes the single source of truth across your entire operation . It ’ s the data foundation for all of your technologies , processes , and teams , as the CDP aggregates internal and external data and transforms that data into a standardized format that can be shared across applications .
Your CRM or Marketing Automation application plugs into your CDP so that its data can be synchronized and shared . Your CRM can then be enriched with whatever data sources you choose to connect into the CDP . This process makes your CRM more powerful , and able to accommodate new ways of working , marketing , and serving your guests .
What is a CDP for hotels ?
Think of the CDP as a bridge across your tech stack . It builds its customer profiles from :
• your hotel CRM ;
• your booking engine ;
• your website ;
• any forms your sales team uses for lead generation ;
• e-commerce data from third-party sources ;
• behavioral data ;
• email engagement ;
• contextual data , such as how busy your hotel is ;
• market trends and patterns ;
• social media activity ;
• revenue management software ;
• any other hospitality technology .
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