In this CX Today interview, Nicole Willing speaks with Richard Manthorpe, Director of Product Management at Content Guru, about the changing role of customer data, customer relationship management (CRM) and orchestration in AI-enabled CX.
As vendors increasingly talk about agentic experiences, AI-native platforms, systems of action, and systems of decision, Manthorpe explains why CX leaders need to look beyond the terminology and focus on outcomes. He discusses why CRM remains valuable as a system of record, but why customer data platforms (CDPs) are becoming critical for connecting context, intent and customer history across the wider enterprise tech stack.
The conversation explores how a CDP can help organizations understand not just what a customer has said, but what their behavior, journey, and data signals mean. Manthorpe also shares practical examples of how connected data can support proactive service, reduce friction, and improve self-service experiences.
Watch the full interview to learn how CX leaders can use CDPs to build a more connected, governed, and AI-ready customer experience strategy.
