Companies are always on the lookout for a competitive edge in the world of business.
To get that advantage they are forced to constantly innovate, reorient processes and cut costs to deliver value to a customer. Losing one customer thus means forsaking future profits. In the quest for delivering value to the customer, information technology has taken a central role. In today's competitive environment it is never how many customers you know, but how well you know the customers you already have. This means maximizing returns from existing customers and thus lowering the need to expend limited resources in acquiring new customers.