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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