Companies need to collate and analyse the huge amounts of customer data they store, creating a central repository that can build profiles of customers. Using insights into their location, previous purchases, personal data and other information, customer management systems can react as soon as a customer contacts the business. A bank customer rings an automated number and is prompted to enter and account number. Triggered by the unique number, the technology ‘knows’ what services the caller already has, what issues they may have inquired about in the past, and then builds a profile of the customer and offers choices or remedies to suit their individual needs. Behind all this waits and agent, monitoring several calls. Should a customer become irate of frustrated, the agent can intercede and provide a valuable human contact, knowing exactly what the customer is trying to achieve.