Customer and Account Information Management

Connect sales operations with relevant information for a complete 360-degree customer view

of sales reps say current economic conditions make it important to anticipate customers’ needs[1]


See how a 360-degree customer view improves service and enables growth

Sales professionals collect, manage and track customer interactions in CRM systems, but content, such as contracts, offer letters, quotes and invoices, also offers valuable context for customer tracking. When data silos and disconnected systems prevent access, operational efficiency suffers and valuable account insights are lost. 

Customer and Account Information Management solutions integrate with leading CRM systems to deliver a complete 360-degree customer view, improve engagement and support a faster and smarter sales process.

Key Benefits

Sell faster, sell smarter and delight customers.

  • Shorten sales cycles

    Close deals faster with real-time access to account-related content across all touchpoints directly from CRM applications.

  • Uncover new sales opportunities

    Gain the visibility and insights to identify cross-sell and upsell opportunities that increase customer lifetime value.

  • Focus on revenue-generating activities

    Spend less time searching systems for account-relevant information and more time prospecting.

  • Automate incoming communications

    Leverage AI to process incoming communications and ensure customer requests get actioned quickly and consistently.

  • Improve customer tracking

    Build strong relationships with positive and personalized customer experiences throughout the entire sales cycle.

  • Reduce compliance risk

    Securely manage customer data to avoid leaks, follow consent rules and comply with mandates and guidelines, such as GDPR.

Business impacts

  • Application integration

    Sales needs easy access to accurate information. Switching between CRM systems and information repositories to get a full picture slows teams down and adds misinformation risk. Integrate content sources to speed information flows and reduce errors.
  • Cross-functional collaboration

    Sellers build and lead teams that span departments, geographies and functions. Disconnected systems make it hard to track customer interactions, collaborate and deliver great customer experiences. Connect systems to work from anywhere.

  • Repetitive sales tasks

    Many tasks in the sales cycle are repeated from account to account. Manually performing the same task individually wastes valuable time that could be spent on revenue-generating activities. Automate and streamline repetitive tasks.
  • RFx response

    Responding to RFPs and RFxs requires rapid, accurate input from across the organization. Organizations must simplify bid, proposal and contract coordination to hit deadlines and win business. Centralize information for a full customer view.

  • Contract lifecycle management

    Customer contracts are vital to business, as records of both risk and revenue. Disparate systems make maintaining an accurate library of customer commitments a challenge. Ensure a single source of truth and insight across all contracts.
  • Client onboarding

    Financial Service institutions (FSIs) must provide highly consistent, seamless interactions across multiple touchpoints. Disconnected customer data can prevent a single customer view. Consolidate information for a true 360-degree view.

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Solve Customer and Account Information Management challenges with OpenText.

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Professional Services

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Customer and Account Information Management resources

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Frequently asked questions

A customer information system stores and provides access to all data related to the customer. It typically links content and documents to a structured database system, such as a CRM, that defines the individual customer.

Information systems should facilitate customer relationship management by providing a 360-degree customer record that includes not just real-time data from a CRM but also related content from other information systems such as a content management repository or file store.

To provide full customer tracking and visibility, organizations should consider all inbound and outbound communications with the customer and apply systems to ensure relevant stakeholders can easily access this content.

Sales operations play a key role in delivering connected and effective systems to their users. Associated customer content is often dispersed throughout systems and departments. Sales operations should lead the way in connecting this information to customer records inside the CRM.


  1. [1]Salesforce Research, State of Sales, 4th Edition, 2020