CRM, Data Quality and the Single Customer View
Many businesses are hoping to move towards the utopian vision of the single customer view - the point where each customer is represented by a single instance in a database. The single customer view should, in theory, place the customer at the core of the business. Every other activity the business undertakes should radiate from the central hub of trusted customer data.
Put simply, the single customer view literally and figuratively places the customer at the heart of everything. It makes the customer the number one priority and aligns all operations to operate at optimal profitability.