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The centralization of customer data has been an ongoing investment for most companies for the past decade. In fact, the desire to better manage customer information and the processes that touch customers is the primary driver behind investments in customer relationship management (CRM) systems. Companies implement these systems to streamline their interactions with customers. A natural assumption is that a net result of implementing CRM would be a complete and accurate understanding of customer information. This is not always the case. This paper describes a proven and successful process for rationalizing master customer data across the various systems that independently maintain it so that a single, authoritative view of customer information can be established and maintained within your environment.
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