Customer intelligence requires visibility into core master data, new data types, and inferred or derived indicators such as engagement, sentiment, value, journey and other predictive elements. And since just about every system contains customer data, organizations often lack a complete view or a total picture of the customer. This restricts the ability of key stakeholders to execute strategies to deliver the right offer at the right time for the right customer impact.
To address high-priority strategic initiatives and the expectations of the organization, many organizations have begun to expand their data horizons to encompass both core master data and unstructured data, in order to uncover hidden customer insights.
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