Solving for identity Identity: The most important experience that you can provide to your customer. The experience of feeling as an individual, to be heard and listened to across all your interactions with your business. Vertical B2Cs (Quick commerce like Zomato and Swiggy, even B2C arms of larger corporations like Amazon and Google) have set such a high bar for interpersonal interactions for the customers, with quick service, resolution and support, that it’s impossible not to turn a blind eye to it at this point. The need for a SaaS platform to unify all these experiences is here, and Customer Data Platforms are doing the bare minimum. The Golden Age of customer obsession B2B businesses have always had the luxury of deploying CRMs for their use cases since their customer volume is on the lower end. They can afford the SaaS spending and personnel to give their customers an extremely interpersonal experience. B2Cs in their growing stages have to settle for multiple platforms (6-20 platforms) to handle customer interactions, and when they are ready to scale, they have to settle for CDPs to unify their data and just use rule-based flows for personalisation. Even if we roll back 20 years ago, businesses know their customers and their buying habits, allowing them to sell them what the customers want and need. With time and scale, the priority shifted to numbers, and business lost their essence of personalisation and truly knowing their customer. CDPs vs CRM, who’s the kingpin? But Gen AI-native CRMs will flip the playbook and make the original value proposition of unifying customer data and creating profiles of CDPs obsolete. Gen AI has brought down the cost of personalisation for customers, and B2Cs and even D2Cs can deploy Gen AI CRMs to do the same: Handle unstructured data through various sources effectively through bleeding-edge natural language processing capabilities Set up dynamic customer segments with a general SOP written in English automatically segmenting customers according to business use cases Set up analytics workflows within the platform, without any requirement for a separate CDP layer. CDPs require a significant tech team to deploy and maintain, whereas modern CRMs have built-in connectors that can directly interface with most data sources, and this will get easier with time, as a lot of platforms have specific instructions written for LLM agents to parse their particular payload. Heck, one can configure their own LLM agents to clean up data for standardisation across the platform. Don’t get me started on the giant one-up LLMs have in terms of personalisation over CDPs, outclassing the CDPs’ rule-based personalisation with empathetic responses and interactions, truly treating every customer as an individual. And a cherry on top, unifying all of this data on a singular platform simplifies governance for teams, humans and AI agents alike. Signing off with optimism and a vision We are building a CRM just like this, and if you are a visionary customer who wants to work together and achieve this vision, do let us know. Thanks!