There is a plethora of non-integrated, “stovepiped” databases across Marketing and the other functions that touch it (Sales, Customer Service, Accounting, etc.).
The company requires a unified data repository that captures all customer-related information and is accessible by all customer-facing functions/roles. User training will then be essential to ensure that every customer touch – together with its result – is captured in the database. The company should also re-examine its customer information strategy, to ensure that all data enabling both action and analysis is being collected.