Customer Data Management and Integration

Customer data is at the heart of CRM processes, but without accurate, up-to-date and well-integrated data from departmental silos, most companies are at a loss to serve customers effectively. Incomplete data sets, often mired in duplicate information or inaccuracies, can lead to a frustrating customer experience, a lowered brand reputation and a decline of service levels. By using customer data management software, organizations strive for complete customer profiles that join data from disparate systems but also to integrate them into key business applications. This section explores the challenges inherent in obtaining a 360-degree view of the customer by bringing multiple data sources into a single system such as Salesforce.

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  • customer journey map

    A customer journey map is a diagram or several diagrams that depict the stages customers go through when interacting with a company, from buying products online to accessing customer service on the phone to airing grievances on social media. Continue Reading

  • Salesforce e-commerce tools build multipronged customer strategies

    New technologies such as artificial intelligence, virtual reality and customer personalization bridge the gap between online and offline sales and create new e-commerce experiences. Continue Reading

  • sales forecast

    A sales forecast is a projection of achievable revenue. The terms sales forecast and sales budgets are sometimes used as synonyms, but budgets are projected before the fiscal year begins and forecasts take place once the fiscal year is underway. Continue Reading

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