Customer records can come from any source such as marketing campaigns, service complaints, purchase history, product preferences, and more. These types of records act as a backbone for customer service, marketing, and sales initiatives. They also provide a complete view of order data, customer personas, sales records, and more.
When customer records are consolidated, you can achieve a 360-degree view of customer history. This pool of reusable data assets is vital for driving synergy across business units and for effective CX.