Enterprise Single View

Using service-oriented process integration, a composite application can access customer data stored in customer relationship management (CRM), enterprise resource planning (ERP), financial, and legacy applications.  It can recognize related customer information distributed across these applications and link the siloed customer identities to a universal customer ID, building a master customer index.  Each customer’s data is cleansed and distilled into a single best-record view that can be used to improve source system data quality, identify and build programs around the most valuable customers, and serve as the foundation for a new generation of customer-centric services.

The benefits of a single customer view are well understood by many companies, and some businesses are extremely good at gathering customer data.  But all too often, companies find they are unable to consolidate or integrate their customer information.  The data resides in multiple systems, or “silos,” managed by multiple departments or lines of business, in multiple geographic locations, and is never cross-compared, cross-pollinated, or updated in any consistent way.  Companies have tried a range of solutions, including data warehouses, portals, business-to-business (B2B) exchanges, and enterprise application integration (EAI) — each of which comes with its own limitations and challenges.

A smarter alternative has emerged: building “composite applications” — applications created by combining multiple services — on a standards-based service-oriented architecture (SOA).  Implemented properly, this approach can overcome the limitations of previous methods and deliver the right customer data to the right people at the right time.  The result: integrated information leveraging existing assets.

Crescent's single-customer-view solutions can help organizations achieve:

• Expanded visibility of customer information across the enterprise - Crescent solutions identify common records across disparate systems, improving visibility into a customer’s relationship with the enterprise for more targeted sales, marketing, and service efforts.
• Real-time access to customer information - Crescent solutions enhance data quality and accuracy, so when customers make contact with the enterprise, up-to-date information from multiple systems is at the fingertips of the call center agent.
• Improved productivity and reduced costs - Crescent solutions accelerate the design and development of single-view applications while reducing the potential for duplication and errors, saving time and money.