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Each business unit recorded its sales and product and customer information in its own database. There was no system in place among the business units to access each other's databases. As a result, 3M did not know how much business it did with a specific customer. Therefore, 3M could not take advantage of cross selling opportunities through "comparing same-customer purchase information" or "analysing buying patterns across product categories"...
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(IBM Case Study) The importance of each customer, to the entire company, could not be evaluated. Furthermore, each unit was responsible for maintaining and updating its customer database, which was a large, costly and duplicative task, as well as highly prone to error. Invalid customer databases existed in 40% of some U...
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