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Many organisations and consultants are talking about customer data integration. But is it just another bandwagon or does it provide real benefits? Colin Evansof PwC investigates.
Seeking the grail of customer data integration - Part 1 | Part 2 | Part 3
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Colin Evans: define the key data elements for the organisation
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Customer data integration (CDI) seeks to answer one key business question: how can an organisation ensure it always has all the relevant, consistent, accurate, up-to-date data at its fingertips when contacting and being contacted by a customer?
That contact must cover all different methods (telephone, web, fax, letter) and all different purposes – such as a new order, change of reference data or an order enquiry.
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