November 2024
Intermediate to advanced
256 pages
5h 39m
English
Content preview from Customer 360
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CHAPTER 9Customer Data in the Enterprise Today
Around the time Salesforce launched Service Cloud to support customer care, a technology analyst named Joe Bugajski wrote an influential paper called “Data Integration: Fantasies and Facts.” In it, he warned: “Data integration is a difficult engineering process, not a product. A failed data integration program can lead to regulatory problems, incur excessive IT costs, and result in lost revenue.”1
The author’s main point remains true today: the most common data integration fantasy is that there is (or even should be) a “huge central data warehouse” that contains every piece of enterprise data “in perfect synchronicity with all business system contexts.” Challenges to this pervasive vision quest are the difficulty of translating data among systems, the reality that nobody can or will take responsibility for the master store, and data regulations.
Data related to the Customer 360 exists in many enterprise systems. We’ve argued that some form of customer data platform is the most efficient way to realize the Data pillar of Data + AI + Trust. But what about all those other systems storing customer data? What is their role? How do they function with the CDP? In this chapter, we’ll take a look at the various key systems, their evolution, and the future.
CUSTOMER RELATIONSHIP MANAGEMENT
CRM is a constellation of technologies and processes that guide and measure interactions with customers, often related to business accounts. Its purpose ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.