7 Best Customer Data Platforms For Sales, Ops, and IT Managers

Former CEO and Executive Chairman of Google, Eric Schmidt, said, “There were 5 exabytes of information created between the dawn of civilization through 2003, but that much information is now created every two days.”

That’s a lot of data to deal with. So much, in fact, you’d be forgiven for not knowing where to start, or what to do with that kind of information overload. That’s where customer data platforms (CDPs) come in.

These technological multi-tools are changing the way businesses communicate with customers. CDPs give board members, operators, and agents alike access to the data they need—so you can boost performance and productivity. And as a result, give your company a competitive edge.

In this article, you’ll learn specific criteria to look for when selecting a CDP, as well as the best customer data platforms out there—so you can make the best choice for your team. 

Key takeaways: 

1. Modern CDPs centralize data from diverse sources—such as invoicing, CRM, and analytics—into a unified platform. This lets you access up-to-the-minute customer information, which can enhance customer experience and operational efficiency.
2. For businesses that rely on call centers, CDPs with specialized features like automated call management, AI-powered analytics, and performance monitoring are essential. 
3. CloudTalk.io is highlighted as a robust CDP packed with advanced call center features, including Real-Time Dashboard and AI-driven Analytics for immediate insights and performance improvements.

Criteria to Look for in Your Customer Data Platforms

With so many data platforms available, finding the right Customer Data Platform (CDP) can seem overwhelming. However, many CDPs offer specialized features for different business needs.

For instance, Salesforce excels in email marketing with its mass personalization and optimal timing capabilities. Meanwhile, CloudTalk provides a robust CDP with tools for an efficient call center, boosting productivity and improving agent performance.

Let’s examine the criteria from two angles: The core features that define a CDP and those that enhance processes for sales agents, customer service reps, and IT support managers handling high call volumes. 

The Basics:

Below, we explore some fundamental features of customer data platforms: 

1. Comprehensive Data Integration
   
   Modern businesses use various apps and platforms for automated invoicing, CRM, ecommerce, and analytics. Your CDP should centralize and manage data from all these sources, providing the information your agents need.
   
2. Real-time Data Processing
   
   Up-to-the-minute information management is crucial to the customer experience (CX). Knowing recent customer behaviors and current issues helps close sales and resolve queries effectively. 
   
3. Customer Segmentation
   
   Instantly knowing customer details, such as their usage patterns and loyalty status, ensures they’re connected with the right person who can address their needs.
   
4. Analytics and Reporting
   
   Regular analysis of customer data helps identify trends and improve strategies. Some platforms, like CloudTalk, offer a Real-Time Dashboard for live insights, helping you adjust training, strategies, and workforce management.
   
5. Data Security
   
   Choose a platform that prioritizes data privacy, encrypting information to prevent misuse and ensuring compliance with GDPR and data governance regulations.
   
6. Personalization
   
   Use integrated data and segmentation to tailor sales messages and customer service responses, enhancing the overall customer experience.

For Call Centers:

Now, let’s take a look at features designed for improving the agent and customer experience, so you can meet or exceed call center benchmarks.

1. Call Quality
   
   Even with great customer data, poor call quality can end the customer journey abruptly. Choose a CDP with a robust VoIP system to ensure clear, effective communication.
   
2. Automated Call Management
   
   Automate repetitive tasks to reduce human error with a call center CDP. Features like Smart Dialers and VIP Queuing Systems enhance efficiency and connect agents with key prospects.
   
3. Performance Monitoring
   
   Advanced platforms offer real-time tracking of activities and KPIs, from call volume to missed calls. This helps call center managers oversee remote call centers, making sure operations run smoothly and there’s an effective use of customer data.
   
4. Artificial Intelligence (AI)
   
   AI can influence a call as it happens. With features like Sentiment Analysis, agents can gauge how interested, happy, or frustrated a caller is. Additionally, a Talk/Listen Ratio can reveal how balanced conversations are and if the customer is being given the opportunity to ask questions or express themselves. 

Top customer data platforms of 2024

Once you know what features you’re looking for, it’s easier to spot them as you learn about new platforms and functionalities. 

Let’s dive in.

1. CloudTalk

Built to make the most of your data while keeping your agents connected to the right customers, this full-service call center software combines the essentials of a CDP with a feature-packed internet phone system. 

Prioritizing both productivity and customer experience, CloudTalk connects your customers to the right agent every time. And you can adjust automation to make sure you never miss a call. Its hosted PBX system lays the foundations for a robust customer data platform, with the added bells and whistles to run a well-oiled call center function remotely.

Key features:

• Easy integration with over 30 CRM and helpdesk solutions
• A central, real-time dashboard that gives an overview of all live calls, with archival information saved for review
• Fast implementation with a specialist available before, during, and after the process
• Advanced features, driven by AI, including Sentiment Analysis, Call Transcription in five languages, and Topics Extraction to meet customers’ interests and needs
• End-to-end encryption, secure call recording, and compliance with industry regulations
• Crystal-clear call quality internationally through a network of telco partners
• Provides local phone numbers from over 160 countries (the largest in the market)

Pricing: 

• Starter: Starting at $25 per agent
• Essential: Starting at $30 per agent
• Expert: Starting at $50 per agent
• Custom packages and pricing

Best for:

Businesses of all sizes who want to optimize their productivity, understand and encourage their workforce, and provide exceptional customer service. An industry-agnostic solution, clients include Revolut, Mercedes-Benz, Fujitsu, and DHL.

2. Salesforce Data Cloud

This platform integrates diverse customer data sources into a unified platform, enabling personalized experiences and deeper insights with real-time data processing and analytics. Originally developed for CRM, it can be adapted for different industry needs. Integrations are required for some external functions, including internet voice systems.

Key features:

• Seamless data import setup from popular platforms
• Integration with a broad ecosystem of workflow management and helpdesk solutions
• Large selection of customizable data analytics and reporting
• AI tools include sales email and script suggestions
• User authentication and shield encryption protect data

Pricing: 

• Starter: Starting at $25 per agent
• Pro: Starting at $80 per agent
• Enterprise: Starting at $165 per agent
• Unlimited: Starting at $330 per agent
• Einstein 1: Starting at $500 per agent

Best for:

Businesses looking for scalable solutions with a focus on automation at every level. Moving away from a call center model, a lot of this platform’s comms services revolve around emails, messaging and AI chatbots, rather than voice calling.

3. Adobe Real-Time CDP

Centralizing customer data from various channels, this software provides actionable insights, and enables personalized marketing through real-time data integration and audience segmentation.

Key features: 

• A central, real-time dashboard
• Develops B2C and B2B use cases
• AI assistant supports agent or data manager’s user experience
• Patented privacy and security tools

Pricing: 

• Custom pricing 

Best for:

Small to medium-sized businesses that want to capture and process a lot of data without resorting to cookies. It’s also ideal for creating optimized user journeys that can then be realized through third-party platforms. 

4. Bloomreach Engagement

Developed with data-driven marketing in mind, this is another platform that aggregates and analyzes data to create social media posts and targeted ads, emails, SMS, and personalized web experiences. 

Key features:

• Combined product and consumer data analysis
• Over 150 platform integrations
• Cloud-based implementation
• Extensive integrated app ecosystem
• Data capture through a single line of code
• SOC2 security certification

Pricing: 

• Custom pricing

Best for: 

Businesses with an eCommerce platform and marketing ambitions. The data and use cases it delivers are built around increasing sales and building customer relationships, rather than inbound service comms. An additional VoIP service is needed to fulfill call center functions.

5. Totango

An enterprise marketing platform built to boost business growth, this scalable solution can predict churn so your business can proactively avoid it. The software also identifies expansion opportunities for further business success.

Key features:

• Remote setup with little IT involvement required
• Pre-built customer success program templates
• Intuitive design and user-friendly interface
• Enterprise-level security

Pricing: 

• Core: Starting at $20 per agent
• Advanced: Starting at $25 per agent
• Ultra: Starting at $35 per agent

Best for:

Medium to large businesses with a growth mindset and an anti-churn strategy. 

6. BlueConic

A marketing-focused CDP that requires no coding, this platform unifies customer data from multiple sources to create comprehensive profiles. BlueConic enables dynamic segmentation and personalized marketing across all digital touchpoints.

Key features:

• Speedy data analysis
• Real-time advertising adaptation
• AI and machine learning for business users and data scientists
• Front and back-end privacy features

Pricing: 

• Custom pricing

Best for: 

Small to medium digital-first businesses. A powerful data processing and analysis tool that lets you manage online advertising with ease, it can inform call center strategy without directly integrating with your internet phone systems.

7. Emarsys

A true omnichannel CDP, this platform combines all the essentials with many of the key features of call center technology.

Key features:

• Personalized contact center solutions
• In-depth customer information available to agents
• AI-driven analytics
• Multiple security certifications

Pricing: 

• Custom pricing

Best for: 

Businesses that deal with multi-channel marketing and two-way customer service. With more defined services for your call center, this platform integrates with select VoIP software to support your voice channels.  

Explore Options.
Understand Add-Ons.
Drive Growth.

With the wealth of data at your fingertips, you can see how it might be used to drive your business, from strategic decisions to omnichannel marketing campaigns.

Due to the digital nature of customer information, many CDPs focus on driving marketing through online and electronic channels, such as email, SMS, targeted ads, and more.

Or, they expect customers to self-serve solutions through FAQs, digital assistants and AI chatbots. Some rely on additional platforms to access data, while others need extensions to let human interaction take its rightful role in customer relations.

Before you invest in a whole ecosystem of apps, try CloudTalk for free. You’ll quickly discover how your agents can capitalize on call automation and real-time customer insights on-screen. While they’re enjoying crystal clear call quality, you can explore the advantages of analytics, and see which of the many robust features suit your business best.

Take a look at how one SaaS solution for Norway’s accounting, auditing, law, and real estate industries increased productivity for their customer support agents. Rosberg saw an increase in efficiency across all departments, with enhanced client communication and reduced costs, using seamless integration for optimal data management.