Companies seeking to better understand their customers are driving toward customer-centricity and new ways of improving visibility of customer data. Customer information is often widely distributed in various front-office and back-office systems. It is not uniform across sources, and some of it is outdated.

One approach to addressing these problems is to implement systems and processes that provide representatives with access to a "single view of the customer" - a database incoprorating all available information about customers, their policies and their relationships with other covered individuals. Creating such a solution requires a solid business case and organizational support - and funding - for the intitative.

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