CDK now has a CDP.

The retail automotive software provider has launched its customer data platform, designed to unify fragmented customer information and deliver real-time insights to dealerships.

CDK said the Built-In CDP uses the industry’s largest dataset to enrich consumer information throughout the CDK Dealership Xperience to give dealers clean, trusted customer data without adding new systems or operational complexity.

“Dirty, disconnected data has long been one of the biggest obstacles to delivering meaningful customer engagement and targeting high-value opportunities,” CDK chief product officer Sanjay Almeida said. “Our Built-In CDP solution transforms fragmented data into a single trusted customer profile, enriched with AI and automation. With this new CDK-powered unified customer profile, dealers can deliver highly personalized customer experiences, improve close rates, maximize their marketing investments and strengthen customer loyalty.”

Outdated, incomplete and siloed customer information spread across the CRM, DMS, service, parts and third-party systems makes it difficult to know about their customers, resulting in missed revenue opportunities and inefficient marketing spend, CDK said. The CDP collects and manages data from multiple sources into a single customer profile accessible within existing workflows.

Rather than operating outside dealership systems, CDK’s Built-In CDP is embedded directly into the DXP platform, which includes Foundations, Modern Retail, Fixed Operations and Intelligence, which the company said “enables real-time insights to surface naturally within sales, service, marketing operations and analytics.”

The Built-In CDP offers:

  • A 360-degree view of transactions and behaviors across sales, service and parts, which CDK said helps deliver more value to lower-engagement audiences while deepening long-term relationships with the highest-value customers.

 

  • Key sales and service performance indicators, including lease loyalty, customers beyond their deal term and end-of-term lease and finance term maturities. Service benchmarks include months between ROs, warranty-pay, and the volume of service-only customers.

 

  • A clean, comprehensive view of each customer that stitches together real-time data for a consistent view of the customer, household and vehicle.

 

  • Artificial intelligence-powered insights embedded into workflows that surface the most relevant information to better understand a customer at a glance.

 

  • A consolidated display of all customer records and household members to manage customer records more easily, reduce duplicate records and prevent duplication.

 

CDK said it will offer an enterprise customer data platform that combines CDK-enriched data with dealer-owned and third-party data to support advanced segmentation, marketing automation and deeper behavioral analytics.

The Built-In CDP will be unveiled during the NADA Show 2026, Feb. 3-6 in Las Vegas.