Classification: To classify customers according to an industry standard or custom schema to enable market segmentation and profiling.

Normalization: To ensure that all data within the CRM system conform to a uniform, clear and consistent style (for nomenclature, acronyms, abbreviations, spelling etc.)

Research: To research and add any information that may be required for the CRM system, but which is not available in the internal data repositories, to the data repository.

Technology Integration: To integrate the best search and data integrity algorithms with customer databases, CRM systems and Master data repositories. This improves the search effectiveness with enhanced information retrieval.

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