In today's competitive environment, the nature of customer relationships has changed. Before one can establish meaningful relationships, however, companies must be able to answer one seemingly easy question. Exactly who are the customers? As organizations increasingly standardized on different data collection methods - CRM, Enterprise Resource Planning (ERP), data warehouses, etc. - customer data often was replicated in different systems. And each business unit or division may have their own systems. This viral spread in applications led to a confused and untenable view of the customer. To maintain, manage, and track these critically important relationships and the associated customer activity, corporations are investing valuable time and resources into managing customer data with Customer Data Integration (CDI) systems.
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