The architecture also simplifies the process of adding a reporting database, which can be a replication of the central database. The purpose of the reporting system is to provide various types of operational reports without affecting the performance of the mission-critical components of the architecture, which are the CRM, Web, and dispatch servers. Data replication can take place on a nightly basis. The central database permits a common interface that can be leveraged across all applications. Common data is centralized, data redundancy is reduced, and all applications have a uniform view of the data.
Transaction routing between applications is simplified and processed through the central database.
Last, it is scalable with growth because the integrated architecture is not constrained by the number and the types of different application components. Happy Customers and Higher Profits Multichannel CRM strategies are becoming increasingly important. They offer a competitive business advantage by leveraging economies of scale across the multiple channels. They enable better customer reach while at the same time providing customer convenience and high customer satisfaction. The net result is higher customer retention and profitability.