The process of finding, acquiring, and supporting customers is arguably the most important and strategic business activity within an organization. Business intelligence applications can enable organizations to maximize the value of each customer relationship and interaction, growing revenues and profits while optimizing the efficiency of customer-facing processes. This technology brief highlights how BI applications can integrate information across data sources and departments, provide a single, integrated view of customer and enterprise information, and enable greater alignment of decisions and execution to drive higher customer profitability and share of wallet.