Chapter SixAnalytical CRM

As customers become savvier shoppers, they will continue to blend their purchasing and service habits. A busy executive who buys a video game for her child online while at the office might nevertheless check the status of her order from her Handspring palmtop while en route to the mall for a new set of golf clubs. Likewise, a customer support agent needs to understand who’s at the other end when he picks up the headset or initiates a live chat. The customer calling a toll-free 800 number to make a purchase doesn’t care that your systems aren’t integrated—she assumes your company knows she’s made past purchases on your Web site. In short, she expects you to know who she is.

The Case for Integrated Data

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