Many CRM systems know only the data stored in it. But information about customers exist outside - stored unstructured and distributed. Can companies still keep track?
In most companies, there is the situation that not all data for all departments are available or have been stored in a structured. Coming back to the example customer: The account manager in the sales department often only knows the information in the CRM-shelf, but do not know if an additional product desire was expressed whether unanswered support requests or outstanding bills exist. Thereby it can happen again and again, that complaints or unmet product needs with new offerings overlap. A professional solution to this dilemma are enterprise search systems that bring out all the relationships and enable genuine 360-degree views.
By linking information from all available data sources provides the user with a single query all relevant information to customers. The information in the CRM system can thus be easily supplemented. This perspective contributes significantly to the increase in customer satisfaction and efficiency: customer makes a complaint, it is visible not only to support, but also for the distribution or for the finance department.
