Data gathered needs to be integrated:

Integrating data gathered from multiple points:

Today, firms gather customer data via multiple points spread over diverse delivery channels .Let us take illustration of a bank. The customer may carry out his debit and credit transactions with the bank at different branches/ATMs of the bank, located in different cities. Data is card of the bank; it would allow the bank to know at a click of a button, the complete history of the customer and his worth to the bank.

Integrating data scattered over multiple departments:

Normally in most business, customer points spread over diverse delivery channels. Let us take a bank for illustration. The customer may carry out his debit and while others may not have access to it .Often the data lie scattered over desperate sources each team/applications/purchase maintain its own database. A system that enables every executive easy access to the customer transaction/purchase behaviour is often absent.

Providing a single, cohesive, view of the customer:

CRM counters the above scenario and enable all the customer interacting executives to have a single, cohesive view of the customer. The tools aggregate the business and maintain the customer information in such a manner that ensures easy access for all. The tools also tie together the multiple channels of communication with the customers such as live chat through phone or e-mail. Hence, CRM is often described as the tool that leverages technology for delivering superior value to customers.

Data gathering becomes increasingly sophisticated and hi-tech:

CRM involves an integrated and automated approach to customer data gathering and technology is the pivotal in this process. In fact, the term “customer database” is now getting out dated it is now referred to by the term “Customer focused technology”. Hi-tech data warehousing is a part of this technology.

Marketing people must be involved in the running of the database:

One basic requirement in running the CRM set up is quality-manpower. People well versed with the relevant technology must be working on the database. But the job of developing and maintaining it cannot be left entirely to the software/data entry people to ensure that marketing could readily and meaningfully use the output from the system.