Summary
A comprehensive view of the customer helps marketers deliver productive customer experiences, support marketing measurement, and drive new business opportunities. However, despite longstanding efforts, today's customer databases lack the information to support productive conversations across channels. Why? Marketers tell us that organizational as well as data- and technology-related issues prevent them from stitching together a comprehensive view of the customer. To help solve this conundrum, Forrester has identified four steps that marketers must adopt to improve their chances for success.
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