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Off late flat and wired world and increased competitiveness has shifted the focus more and more towards the customer. It is an absolute necessity that the companies understand their customers well and address their needs proactively. The reliable and integrated customer data is an important asset to every company that recognizes the value of this "Customer Information Enabled" competitive market advantage. The siloed customer databases across business units and geographies add to consolidation and integration challenges. The data that is not correct and current will lead to wasted efforts and dollars. A scenario of unutilized or underutilized customer data will mask several competitive business advantages (and disadvantages) the company could otherwise discover and leverage upon.
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