The added value of an integrated customer view depends strongly on the quality of that integrated customer view. Every organization that is seriously planning to create a single customer view should ask itself the following question: “What determines the quality of my customer view and so the accompanying level of added value?”
Prior to answering this question we need to take one step back. Why does not every organization have a single view of the customer? The cause lies in the fact that many organizations have their customer data spread across multiple systems all facilitating separate business processes. Additionally customer data is often highly polluted, fragmented and incomplete.