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Customer data integration (CDI) is the process of collecting, organizing and distributing all available information about an organization’s customers. CDI aims to maximize the use of this information throughout the entire organization to increase customer numbers, customer satisfaction and corporate profits. CDI uses data integration techniques and is a critical component of customer relations management (CRM).
Customer data integration may involve between six and 12 fields of data for every individual customer, such as name prefix, first name, last name, middle name or initial, name suffix, nickname, maiden name and professional or academic title.
Complicating the data management further, much of this data changes frequently and becomes obsolete. For example, customers may change their names, move, get divorced or die.
The value of the data is divided into five categories:
Accurate and comprehensive customer data retrieved through CDI has many uses and applications. These include: