Gartner Research

The Eight Building Blocks of CRM: Data and Information

Published: 14 February 2013

ID: G00248032

Analyst(s): Jim Davies


To create, maintain and deploy accurate, complete, consistent and timely customer information and insight is the foundation of CRM. Strong customer information management strategies enable organizations and CRM leaders to optimize customer interactions and deliver consistent customer experiences.

Table Of Contents
  • Key Challenges



  • Ensure High-Quality, Accurate and Complete Customer Data
  • Determine the Needs for Different Customer Information and Insight at Different Customer Life Cycle Stages
  • Create a Single View of the Customer for Operational and Analytical Purposes
    • Creating a Single View of the Customer for Operational Purposes
    • Creating a Single View of the Customer for Analytical Purposes
  • Leverage Customer Information and Insight in Customer Interactions by Analysis Type and Availability Frequency
    • Insights That Are Always Available or Are Needed Only at Specific Times for Particular Activities
    • The Different Types of Analysis and Type of Tool That Should Be Used

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