Abstract Many organizations need to create and maintain a consistent, single view of customers across their enterprise with accurate and complete customer information. Attaining a Single Customer View gives organizations the ability to have a more consistent and accurate understanding of communications with their customers. In many use cases, it’s also important to understand customer information in its original contexts and how it relates to the single view of the customer. For example, businesses need to know how their master customer information relates to multiple channels of communication and transactions with their customers and prospects in order to identify and take advantage of opportunities and avoid mistakes that come from accurately knowing or not knowing with whom

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