Go after the gold in your customer data, avoid fool’s gold, and refine your customer data gold to make a difference in your business growth and profitability. Untapped opportunities exist in: *Making use of unstructured data, such as customer inquiries. *Connecting data systems such as order-entry and sales. *Helping Sales, Service, Finance, and the whole company see the customer in totality. *Allowing customer-facing people easy access to combined customer/company data. *And more. Examples from Cisco Systems. From the blog Customer Experience Optimization: (5:13).