hand, she can be offered a new SMS service, allowing her to receive a weekly balance direct to her phone via SMS. With the correct business processes in place and access to a single customer view, companies will have the ability to offer uniquely tailored services to their customers, combining products that best match their circumstances at any given time, and increasing the chances to cross- and up-sell, maximizing the value of each customer to the business. Linking disparate systems, handling a variety of data, training staff and manipulating interactions in accordance with business rules are all part of building a successful single customer view. With all of that in place, customers can be assured that, when they call, they will deal with one person who will be knowledgeable about their needs, understands their history with the company, and so they'll receive the high-quality service they desire. With a single customer view in place, customers will need to deal with only one contact-centre agent regardless of their request. The contact-centre agent will be following defined business processes that match both the needs of the customer and the organization, promoting cross- and up-selling opportunities where appropriate. All of which provides a superior customer service to the most important asset of all, the customers. My name is Gordon McLean . Any views expressed here are my own, not those of my employer. By day I'm a Product Information Manager with a passion for good communicative information products, by night I dabble in