One view of the customer? Most companies have multiple CRM systems that don’t necessarily integrate. When will that mythical single view of the customer be a reality?

❒ A single view of the customer may be dependent on the use of a single CRM system. However, CRM is too often viewed as an optional-use system, unlike a financial system, for example, which is a prerequisite for business to happen. There is no obvious link to the demise of a company if the CRM system is not used. And there is no clearer link to making a company flourish through the aggressive use of CRM. If this is instilled as the corporate culture, a single CRM with a single view of the customer is a natural progression.