Intelligence. Each of them has helped and has their place within the organization, but collectively none of them have delivered that elusive “single view”, or real customer intelligence. There was one single reason – all of those systems are designed around static ‘views’ of the customer and manage a ‘single view’ of what, in reality, is a multi-faceted and complex entity – the customer. Quite simply, they could not evolve beyond the tasks for which they were originally designed to really understand everything about the customer.