R. Jeffrey Canter, EVP of Innovative Systems, previewed the future of customer data integration at an informative presentation at the DAMA Symposium in Orlando, on April 29, 2003.

The highly touted "single customer view" is quickly going the way of the 8-track tape. In practice, it has proven to be nearly impossible to achieve. Trying to impose it on existing business systems consistently leads to disruption and breakdown.

Soon to replace the "single customer view" are multiple "synchronized views" that reconcile the diverse data demands of different business functions across the enterprise. "Synchronized views" will enable each business unit to define and use customer data according to its own needs and purposes. Instead of restricting the enterprise's ability to use its customer information, "synchronized views" will free the enterprise to take full advantage of its customer information in all its many facets.

As a recognized authority on customer-focused business environments, Canter showed why synchronized, business-driven views meet the needs within and across the enterprise's various business groups – and how synchronization reduces the costs, time and risks related to data integration.

He included a case study that described the successful creation of enterprise customer profiles that support multiple, business-driven customer views. This approach enabled a major financial services firm to decrease their direct marketing cycle times, improve cross-selling ratios and save nearly $600,000 in marketing expenses in one year.

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