Examples include moving house, marriage, birthday, expiry of a subscription or insurance policy, holidays, or a customer missing a regular order. Clearly, CRM is not a technology, but a strategic business issue that requires technology support. It was never done properly and ended up as business process optimisation. Today's organisations must not fall into the trap of optimising bad business practices. You must get the business processes right first, before you put in the technology.
Few customers are yet ready to use the internet alone for all their interactions.
An example of the need for integration arises when customers order through the web site. They frequently want to change the order and prefer to discuss the changes with the call centre and get immediate confirmation. The call centre must therefore be able to access the original transaction within minutes of its execution. All channels must carry consistent information, including delivery times. Integration of channels can come through a data warehouse, through integrated suites or by using enterprise application integration tools that provide near time links between applications from different vendors.