Aggregating Data from Multiple Sources¶
The new technology era brings new ways to reach your customers, which go along with overwhelming amount of information to keep a track of.
Today, it is common for an organization to to have several offices, a number of retail outlets, and one or more eCommerce stores. Each of them deals with customer-related information of different nature. Over and above that, there are additional sources of customer-related data, such as promotion campaigns, research and community activities.
Thus, there appears a need to process customer-related data from each of these sources separately and all-together. This is exactly what you can do with OroCRM Multi-channel Functionality.
How It Works¶
Currently there are two out-of-the-box channel types described in more details in the Sales Channel guide and Magento Channel guide, however new channel types can be added in the course of customization, subject to the specific client-needs.
Each channel is assigned a set of Entities. Records of these entities and their details can be collected to OroCRM from the channel.
- One of the entities defined for a channel must represent a customer identity that suits the channel type. For example, a Business Customer or a Web Customer.
- Some system entities are automatically assigned to channels of a related type. For example, details of opportunities and leads are usually collected from B2B channels, while information on carts and orders comes from channels of Magento type.
- Users can assign custom entities to a channel, if they need to collect information on some specific kinds of records.
This way, all the information that belongs to a specific customer identity record is bound to it.
Each customer identity record must be assigned to a specific record of the Account entity. One account may contain information from several customer identity records, regardless of their channels.
This way, the account can be used to create a 360-degree view of customer data for a person, group of people, company or group of companies, whether related to their activity in different shops and on-line or received from any other channel.