Usermind Exposes Its Unified Customer View to External Analytics Systems

Usermind, which offers journey optimization on top of a unified customer database, announced it is opening its database to third-party analytics and visualization services.  This moves Usermind closer to the Customer Data Platform Institute’s definition of a CDP, which requires such access.  Usermind also released results of a very interesting survey that found companies with the best customer experience most often use their CRM system as their primary customer database.  Not something you’d expect to hear from a CDP vendor.  Usermind marketing head Steven Dunston explained that companies use CRM to avoid being stalled while waiting to build a unified customer view.  Of course, reducing that wait is exactly the problem that CDPs are supposed to solve.  But many companies don’t use a CDP.  Yet.