John Wookey

We all know that the ultimate goal of CRM is to achieve a consolidated, 360-degree view of the customer at any touch point. We know that when companies know more about their customers, they can provide better service and personalized marketing and selling - which translates into more profitable customer relationships. But the reality for most organizations is that customer data is spread far and wide across departmental and organizational boundaries. Even when customer data is gathered into a centralized location, customer information is often not useful because customer-facing applications do not have access to it. Traditional efforts to provide access to customer information from all applications have required protracted custom integration projects and have met with limited success. However, the advent of Web services offers faster, standardsbased integration fo... (more)