Infor has made generally available its CRM (Customer Relationship Management) Epiphany Data Advisor. The tool is the second module to be released in the Advisor family, following the launch of E-Mail Advisor in August. The new application is intended to streamline the process of collecting, consolidating and improving opt-in customer data. The resulting information can be used by all CRM Epiphany modules or other business applications to create personalized customer interactions across all channels, including the Web, smartphones and e-mail. Because Data Advisor is a module, companies have the flexibility to add it into their existing CRM Epiphany or third-party business application infrastructure when they need it. Data Advisor analyzes information contained within various data stores, then recommends which records should be updated, and which missing information should be prioritized for collection. After analyzing and recommending action, Data Advisor identifies the best customer interaction channels for gathering the information. As data is being collected, it works with the Epiphany Customer Relationship Backbone to create and consistently update a centralized data store, eliminating the possibility of redundant information or duplicate customer records.

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