Whether driven by lack of product differentiation, insufficient revenue growth, competitive pressures, or simply the need to improve the prospect/customer experience, companies are seeking to better understand their customers in order to more effectively acquire, retain and profitably monetize their business. A "360 degree view of the customer" has become a common phrase used by Customer Relationship Management solution providers. Indeed, these solutions can provide much of the account information needed to understand customer attributes and track and manage communication.