When integrating with your CRM platform, such as Salesforce or Zendesk, you are able to automatically create new customer profiles. These are based on a user’s interactions with EX.CO experiences, providing a wealth of rich data on their preferences. You'll also be able to create actionable segments and contact your audience in a more personalized way.
Example: If your user selects the answer on a poll which indicates that they're struggling with X problem, you can reach out to them with your product's solution to that problem.
However, this integration won't let you enrich existing audience data unless you ask users to supply a unique identifier (customer ID, user email) in an EX.CO leadform.
If you want to enrich existing audience data without asking for a unique identifier you will need to use the Events Bridge mechanism.