
60 2.9 Summary
are a few of the ways in which data can be corrupted, resulting in data
integrity problems.
Integrating customer datasets is a challenge for any organization that
wants to achieve a single view of the customer. Various departments—call
centers, ordering, shipping, manufacturing, sales, and marketing—have
customer contact and therefore customer information to contribute to the
database. In a typical financial institution or insurance company, for exam-
ple, there could be 50 to 150 different systems containing customer data.
To have a single view of each customer to establish value levels and to meet
customer needs, this data must be combined ...