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From CEOs to CFOs to marketing execs, management understands why customer loyalty is important for increasing profit, why automation creates cost savings through efficiencies, why a better understanding of customers means differentiating the behaviors around them – and why that's a competitive advantage. What they need help with is the "hows." As many executives embrace the idea of a true "single version of the truth" about their customers, they face the fact that their data warehouse and CRM systems, however successful, haven't reached this goal. This paper examines the techniques and processes behind the creation of a more relevant, coherent view of customer data. To put that into practice, organizations can turn to technology designed to manage their customer data – and create a uniform, repeatable set of processes that guide the creation and maintenance of a single customer view.
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