Customer focus: changing perspective, gaining relevance

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Discover how customer focus can help you enhance the customer experience and take note of the benefits of master data management.
Do you know how customer focus can help you enhance the customer experience? Master Data Management (MDM) is making a huge impact in delivering real business value. Master data management enables companies to unleash the power of their data across the organization because MDM solutions help business users trust information coming from all systems in use.


The benefits of master data management are seen across multiple data domains where it is applied, including customer intelligence (both at the individual and organizational level).

MDM: How to create a single view of the customer, improve the canada number dataset experience thanks to the management of your master data

From MDM to customer focus
Master data provides information about suppliers, products, locations, and many other details needed to efficiently manage a company's day-to-day operations. Master data typically consists of structured attributes that define an entity.

In the case of a customer domain, master data would provide information about their name, address, date of birth, contact details, bank account number, and other specific unique attributes that are required for their classification and identification.

However, it should be noted that master data residing in different systems may have different degrees of completeness, timeliness and correctness and this could affect the organization's customer focus capabilities.

For example, a customer may be represented by first and last name in one system and have a middle initial in another, or one system may have email as the primary contact and another may have a phone number.

To create a master customer record from which to work to define a strategy to drive customer satisfaction by delivering an improved experience, data stewards will need to take the step of joining, merging, or updating individual attributes of customer records.

Once all customer information is centralized, source systems can be updated to create a consistent, trusted view that is also accessible and shared across all company systems, applications, and analytics tools.



A unique approach: customer focus
In the described scenario, and since no single approach can anticipate all data variations, a hybrid of matching algorithms that mimic an expert human user can be applied.

These matching algorithms can be deterministic, heuristic, and/or probabilistic, and can be combined with other matching, evaluation, and search techniques to arrive at the most reliable view.

The ability to search, evaluate, match and combine records is critical to success in terms of customer focus and the efficiency of operational processes such as demand planning, customer onboarding, territory allocation, regulatory compliance.

For example, most marketing activities, such as cross-selling, up-selling, and campaign management in support of enterprise-level initiatives, are like customer experience: they also benefit from having a single version of the truth across different departments, brands, and systems.