Experts have long talked about the 360-degree of customers in near mythical terms and as a generally worthwhile, if not actually achievable, goal. A new business imperative could up the ante for integrating data about customers, according to Gartner.
In the past, what that’s really meant is that they want to align channels, such as in-store, online and customer. Now, the goal is to improve the customer engagement across business divisions as well. Basically, what that means is that they’ve added marketing and sales into the mix.
That’s going to be a big job, too. A Scribe Software survey released in October found that only 16 percent of companies support full integration between CRM and other business systems. And I can’t swear by this data because it’s a few years old, but back in 2012, Scribe found that 35 percent of businesses planned to handle CRM integration by manually re-entering the data.