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Among marketing acronyms and customer relations that of Customer Commitment Platform Returns more and more regularly in expert conversations. But what is it exactly? What are the advantages of this new category of tools? And above all, how does it differ from other platforms, such as the CDP (Customer Data Platform)?
The customer commitment platform in short
Capacities close to the CDP
A Customer Commitment Platform has most of the features found in a CDP: collection and unification of customer data, advanced segmentation, behavior analysis and personalization. The difference? Some companies choose not to use the term “CDP” but to focus on commitment and orchestration. In practice, the border between CDP and CEP is therefore sometimes very thin.
Segmentation, personalization and orchestration at the heart of the device
A CEP excels in the segmentation audience, the personalization messages andorchestration Multicanal campaigns. It often offers a Modern and intuitive interface (UI/UX), which makes it accessible to both marketing teams and more technical profiles (Data Analysts, Data Engineers).
The objective is simple: to offer the right communication to the right person, at the right time and on the right channel. It is this promise of individual and contextual marketing that makes CEP’s success.
Integrated distribution channels
Where a CDP mainly focuses on data management and treatment, CEP often includes native diffusion capacities (Delivery) : e-mailing, SMS, push notifications, in-app campaigns, etc.
This native integration saves time (no need to multiply connectors) and create campaign scenarios in a fluid way. Imagine, for example, a customer journey where someone receives a personalized email, followed by a reminder by SMS, then a notification in the mobile application if the user is active: all, managed in a few clicks from the same platform.
Easy integration with data warehouses in the cloud
More and more companies rely on Cloud Data Warehouses (such as Snowflake, Bigquery or Databricks) to store and treat large -scale data. Recent CEPs are designed to interface easily with these new generation technologies.
Thanks to NOSQL base models or so -called “CDP complaints” approaches, the data can quickly pass from Data Warehouse to CEP, where it will be exploited for targeted campaigns. This “composable” model consists in rely on existing data infrastructureto avoid duplication or fragmentation of data.
CDP, CEP: What differences in practice?
In fact, a CEP and a CDP can strongly be alike. Some companies position their tool as a CDP and add marketing orchestration features, while others highlight client engagement in priority and relegate data management to a second level.
- The CDP often focuses on the collectionthere centralization and theanalysis data.
- CEP focuses more on theactivation and theoperating of these data (segmentation, automation, dissemination), by offering integrated communication channels.
In the end, it is above all the Marketing positioning and the functional scope which distinguish these two acronyms. In practice, many current platforms combine both CDP and CEP capacities.
Why be interested in CEP today?
- More personalized customer experiences : Thanks to segmentation and coordination of channels, we offer a coherent experience adapted to each.
- Save time for teams : a single platform to manage data, orchestrate campaigns and analyze performance.
- Better internal collaboration : The simplicity of use (UI/UX) allows marketers, data analysts and developers to work more effectively together.
- A rapid technological evolution : Easy integration with cloud data warehouses, opening to NOSQL formats, compatibility with “composable” approaches to adjust the infrastructure according to the real needs of the company.
Platform | Strengths | Key features | Pricing | Main channels | Data compatibility | Privileged use case | Ease of use | Personalization | G2 note |
---|---|---|---|---|---|---|---|---|---|
Userpilot | In-app customer commitment | UI patterns, triggers, ia, a/b testing | $ 249/month (starter) | Web, in-app | Snowflake, API | Product onboarding | ★★★★ ☆ | ★★★★ ☆ | 4.6/5 |
Pendo | Mobile apps | Auto guides, ia chatbot, analytics | $ 7,000/year (starter) | Mobile, web | BigQuery, API | Product experience | ★★★ ☆☆ | ★★★★ ☆ | 4.5/5 |
Moengage | IA messaging & personalization | Omnichannel campaigns, AI, segmentation | Freemium (10k Mutus) | Email, sms, push | Snowflake, API | Retention, loyalty | ★★★★ ☆ | ★★★★★ | 4.5/5 |
Intercom | Chatbot-Driven Commitment | Multilingual cat, help center | $ 39/month (essential) | Cat, email, bot | CRM, API | Customer support | ★★★★★ | ★★★★ ☆ | 4.5/5 |
Zendesk | Omnicanal customer support | Conversational CRM, VoIP integration | $ 55/month (team) | Email, cat, voice | Salesforce, API | Customer service | ★★★ ☆☆ | ★★★ ☆☆ | 4.2/5 |
Drift | Sales & Marketing | Prospecting, Chatbots Ai | $ 2,500/month (Premium) | Cat, email, web | HubSpot, API | Lead generation | ★★★ ☆☆ | ★★★★★ | 4.4/5 |
Kangaroo | Loyalty | Gamification, Marketing Automation | $ 59/month (essential) | Email, SMS, Web | API | Customer loyalty | ★★★★ ☆ | ★★★★ ☆ | 4.8/5 |