CDP in Agentic AI: CX Leaders' Data Strategy

Nicole Willing recently interviewed Richard Manthorpe, Director of Product Management at Content Guru, about the changing role of customer data in AI-enabled customer experience. Manthorpe emphasizes that CX leaders should focus on outcomes, not just new terminology like "agentic experiences." He explains that while CRM remains valuable as a system of record, Customer Data Platforms, or CDPs, are becoming critical. CDPs connect context, intent, and customer history across the entire enterprise tech stack. This helps organizations understand what a customer's behavior, journey, and data signals truly mean. Manthorpe provides examples of how connected data from CDPs can lead to proactive service, reduced friction, and improved self-service experiences. This discussion highlights how CX leaders can use CDPs to build a more connected and AI-ready customer experience strategy.