As a company grows, it tends to attain that critical mass where it needs to concentrate on significantly growing the existing customer portfolios while continuing to add new customers. The challenge is more severe the larger the number of products and services the company carries because this increases the number of touch points with the customer. To achieve the required level of customer service and support, it is necessary to have the right customer information at the right time at each customer point of contact.
Companies need to keep focusing on providing the unified version of the customer truth to every branch of the enterprise even as they grow and exponentially extend the number of customer touch points.
To stay nimble and to respond quickly to the rapidly changing market the customer data must be integrated in reasonable portions that represent a response to a specific business problem in a specific branch or business unit.