One of the top challenges organizations face in building a successful CX program is the lack of a
unified customer view. Aberdeen research found that 53% of companies currently use a customer
data platform (CDP) to eliminate fragmented insights and hyper-personalize interactions with
current and potential buyers. In addition, the research shows that companies maximize CDP
investment returns when they follow eight specific CDP best practices. Firms that use or plan to
use a CDP should bolster their technology investment by incorporating these practices into their
workflows.