The traditional business case for creating a single, accurate and complete view of a customer is stronger than ever. That capability results in a more satisfied customer, a more profitable relationship and a competitive advantage.

At the same time, few deny the immense risks of clumsily integrating and using customer data. Customers ignore irrelevant offers and feel harassed by duplicated contacts. They grow frustrated by being asked to repeat information on the phone or on a Web site. Ultimately a customer is lost.

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