Being relevant to your customer is essential in establishing trust and credibility. However, as customers move through their buying journey, what is relevant will morph and change. Different individuals within the customer may also have different needs. To help address this challenge, a myriad of new technologies have been launched that will track interactions across sales systems, service systems, web sites and other touch points.
However, none of these technologies will successfully deliver the necessary insights if the customer data across these various systems is misaligned or incorrect. Even with the latest emerging technologies, the age old adage remains true: garbage in, garbage out.