Since the early days of Customer Relationship Management (CRM), we have been sold the idea of the customer 360-degree view. This is what CRM vendors and companies have been seeking these past decades – the holy grail of CRM. I remember about 20 years ago, when I was introduced to CRM, I found the idea of joining all the information that sales, marketing and service people need in one system absolutely awesome. I felt that we had achieved a tremendous step towards having a full picture of our customers – and being able to use this information to treat customers differently. And we had. Twenty years ago, the idea of CRM was truly revolutionary! But we were far from being able to envision what would come afterwards.