Utilizing CRM and CDP Technologies for the Development of Effective Customer-Oriented Business Strategies

The article explores the role and practical application of Customer Relationship Management (CRM) systems and Customer Data Platforms (CDPs) in forming customer-centric business strategies in the context of digital transformation and increasing competition. Particular attention is paid to the struc- tural and functional differences between CRM and CDP, as well as their potential for synergistic integra- tion. It is emphasized that CRM systems are primarily focused on organizing and automating current interactions with clients, managing sales processes, and improving the quality of customer service through the use of operational data. CDP platforms, in contrast, are designed to collect, unify, and analyse cus- tomer data from multiple online and offline sources to create a single, comprehensive customer profile, enabling real-time segmentation, predictive analytics, and personalized omnichannel communications.
The study analyses the growing importance of first-party data in digital marketing due to the global trend of phasing out third-party cookies, as well as the increasing regulatory requirements regarding personal data protection. Statistical data on the effectiveness of CRM and CDP implementation are pre- sented, including improvements in sales, customer retention, employee productivity, and personalization performance. The research highlights that both systems are not interchangeable but rather complemen- tary: CRM supports tactical-level decisions, while CDP enables strategic planning based on deeper be- havioural insights.
The findings support the conclusion that the simultaneous use of CRM and CDP creates a robust data-driven marketing infrastructure, enhancing business adaptability and increasing long-term cus- tomer value. The article also outlines prospects for further research, particularly in assessing the role of Data Management Platforms (DMPs) in handling anonymous user data for advertising and analytics pur- poses, which may complement CRM and CDP functions in the broader martech ecosystem. This integra- tion is key to building ethical, efficient, and insight-driven communication strategies.