It's customers who drive business. They want to be understood and valued. That starts with the business having a unified view of the customer – a single, holistic view of that person, rather than a mismanaged abstract that lives in disparate systems across the organization. Having data integrated and centralized in one place enables a company to provide an accurate, timely, and complete view of their customers. Different departments within the same organization, partners, and channels would have access to all the information they need to support more meaningful and successful customer interactions.