Customer Integration: Definition & Overview

Instructor: Jennifer Francis

Jennifer has a Masters Degree in Business Administration and pursuing a Doctoral degree. She has 14 years of experience as a classroom teacher, and several years in both retail and manufacturing.

This lesson discusses customer integration as a method of reducing human resource costs, and simplifying the distribution process for both the business and the customer.

What Is Customer Integration?

Customer integration is the component of customer relationship management which puts technology in place that allows customers to process their own transactions and to have direct contact with the organization. This means that the need for middlemen is reduced. It is a way for the organization to do business with substantial savings on human resources.

Goals of Customer Integration

Effective customer integration will achieve the following goals:

  • An improvement in communication with customer
  • Customer retention and loyalty
  • More improved and targeted marketing
  • Enhanced tracking of customers and prospective customers
  • It increases the business's focus

How Do Businesses Benefit from Customer Integration?

The last time I needed a pair of sneakers, instead of going to the local mall, I went online to the manufacturer's website and made my purchase there. By selling the shoes directly to me the consumer, the shoe company was able to reduce distribution costs. When companies are practicing customer integration, it communicates a customer-centric mindset. It lets the customers know that they are at the center of the organization's activities. This customer-centric attitude can assist the organization with obtaining and maintaining a positive image in the marketplace.

It's All About the Customer

As part of the customer integration process, organizations collect and store data on their customers. They keep customers' contact information, buying patterns, product and/or service preferences, and income details if available. They do this as a way of knowing the customer so that they can anticipate and provide for their changing needs.

Who Uses Customer Information?

Within the organization, everyone who needs the customers' information has access to it through an intranet or through database programs, such as Salesforce, Microsoft Dynamics, and NetSuite. So in addition to salespeople, finance, marketing, and human resources associates and executives can access the information if needed. By integrating customer data in this way, the organization can meet every need of the customer.

To unlock this lesson you must be a Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use

Become a member and start learning now.
Become a Member  Back
What teachers are saying about
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account