Customer servicing has historically been a reactive process. The customer approaches the service representatives about the problem which is then addressed by the executives. Now marketing technologies are providing us with data warehousing capabilities which can store enormous amounts of data on customers thus enabling marketers to predict their exact needs. In depth customer knowledge using analytics has now become a critical component of the CRM process. Various marketing channels such as emails, mobile apps, social media and websites facilitate the capture of this vital data. This also allows personalized services to be offered to customers.