As businesses grow, more people are in contact with the same customer and as time progresses, bits and pieces of customer data starts to reside in different parts of the organization. It becomes increasingly difficult to obtain a unified version of the true customer picture and different people relate to the same customer in different ways, trying to relieve different customer pain points based on their version of the customer truth.
There has to be one version of the customer truth that everyone can relate to otherwise we end up with a dissatisfied customer. So, integrating customer data into one place is a necessity regardless of the size of our business.