Unifying Customer Data
A CRM is still really useful when you’re managing direct relationships,but when you scale to managing tens of thousands, hundreds of thousands, millions, tens of millions, or even hundreds of millions of relationships, the ability to communicate 1:1 breaks down. Think about this. The “data journey” of the customer spans the life and history of the user — the time they spend in your store, website or mobile apps, and the identity data they share with you in a transaction, customer service experience and repeat transactions. That is a a lot of data stored in several different places! The systems across this journey are vast and having a comprehensive and actionable view of the customer is an extreme challenge. Now before we get too Star Trek on you, let’s get back to customer data.