CRMs and customer data platforms (CDPs) can store a mountain of customer data, but that does not automatically translate into better experiences. In this CX Today panel, Ben Robinson, Head of Technology at Fair Finance, Amory Somers Vine, Head of Custome

CRMs and customer data platforms (CDPs) can store a mountain of customer data, but that does not automatically translate into better experiences. In this CX Today panel, Ben Robinson, Head of Technology at Fair Finance, Amory Somers Vine, Head of Customer Experience at Expereo, and John Cheney, CEO of Workbooks, discuss what it takes to move from systems of record to systems of action.The conversation digs into why many CRM programs still fall short, including heavy customisation, siloed ownership, and metric choices that prioritise internal efficiency over customer outcomes. The panel also explores how automation and generative AI can help teams act on insights faster, from proactive service monitoring and case creation to summary-driven support experiences that reduce agent effort and speed up resolution.If you are rebuilding your CRM strategy, aligning CX and IT, or figuring out where humans must stay in the loop, this is a practical, grounded discussion with clear takeaways for enterprise CX and contact center leaders.