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MDM-The Cornerstone Of Customer Centricity

Guest Post By

Jakki Geiger, Director, MDM Marketing, Informatica

It's no secret that outstanding customer strategies produce positive business outcomes, including stronger customer loyalty and higher revenue. Yet the art of achieving a high degree of customer centricity within a business has been a challenge in all aspects--organizational, processes, and systems.

Now organizations are turning to master data management (MDM) to address these challenges and are realizing remarkable results. In fact, leading industry analysts have called MDM the "secret sauce" of CRM 2.0--a technology that enables companies to finally achieve the complete customer view they need to power highly effective sales and service.

But what are the key considerations in using MDM for customer centricity? How do you choose the best architectural style and integrate MDM with CRM and data quality tools? How can you use MDM to improve cross-sell and up-sell, and manage consumer privacy and compliance with such regulations as the Do Not Track Bill, now under consideration in the U.S. Congress?

Infosys address these and other questions in a new and informative white paper, "MDM--The Cornerstone of Customer Centricity", which highlights the root cause of customer data issues that organizations are tackling with MDM. Unless yours is one of the few truly customer-centric organizations, these issues probably sound familiar:

  • Incomplete customer information owing to lack of data, including missing data attributes and lack of relationships and hierarchies (household, business, etc.)
  • Incorrect customer information due to multiple systems capturing the same information differently
  • Multiple customer records since multiple systems duplicate records resulting in more than one record
  • Inability to capture and display historical interactions appropriately owing to a lack of one consolidated record

These problems can't be solved simply by throwing MDM at the wall and hoping it sticks. Companies embarking on the MDM journey need to assess their unique challenges and tailor the MDM solution to their specific needs and IT environments. They also increase chances of success by following some of the MDM best practices that are emerging from deployments at organizations in a variety of B2B and B2C industries, including:

  • Consider MDM as an integral part of the customer management program, along with CRM initiatives
  • Focus on sales- and service-related MDM impacts across the landscape (ERP/CRM/web, etc.)
  • Focus on cleaner data flow throughout the organization--starting at the source systems
  • Ensure governance to educate data custodians of the impact of their data operations across the organization
  • Provide an organizational structure to address governance issues at regular intervals

For insights and practical guidance on how your organization can put MDM to use to power customer centricity, I'd recommend downloading the new Infosys white paper.

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