Each department (marketing, sales, logistics, etc.) captures and manages its own data from various applications.
The era of Big Data and Cross-Channel requires companies to better manage and utilize the data they collect.
Master Data Management (MDM) addresses the new challenges faced by companies aiming to enhance the reliability and level of excellence regarding the quality of customer data. This, in fact, is the very essence of MDM and contributes to the success of this project.
The data useful for MDM
Customer coordinates
The company will focus on customer details – name, first name, postal address, email, phone number – which will allow it to identify and know its customers, as well as analyze consumption habits, revenue generated on each channel (store, web, etc.).
How to manage customer data in the context of MDM?
Consolidate data: When implementing MDM, data is gathered, centralized, synchronized, and then stored in a Unique Customer Repository (UCR). This information is maintained by the repository and disseminated to various enterprise applications (ERP, CRM, website, etc.) based on user needs. To achieve this, all customer data must be structured, standardized, and qualified. This involves Data Quality Management (DQM) included in MDM.
Cleanse data: To ensure the quality of the Unique Customer Repository, MDM must include a DQM module to manage, correct, and clean the database: processing postal addresses, emails, identifying duplicates, etc.
Feed qualified data: To avoid entering incorrect data into the database, it’s important to check and standardize contact details as soon as they are entered, on the various collection channels.
Benefits for your company
360° view of customers: With the rise of Big Data, more and more marketers are looking to bring together all the information belonging to a single individual from different channels. Nevertheless, incorrect or incomplete contact details are the main obstacle to implementing this single customer view. Adopting a data management strategy will enable you to qualify this information and achieve the desired result.
Better customer knowledge and satisfaction: Working with quality data enables the best decisions to be made in terms of segmentation and targeting*. Companies can better know and understand customer expectations, so they can deliver the most relevant offer via the media they use most often. They need to be able to detect what attracted or displeased the customer during their visit to a store or on the web, for example. The aim is to be able to take into account the consumer’s buying behavior and preferences in order to offer a personalized experience. He will also pay particular attention to the quality of the messages and responses provided by the advertiser. * To find out more about our customer knowledge and segmentation offer, visit: finesis.fr Enhanced loyalty: Faced with a much more demanding consumer, companies need to maintain a link and a lasting relationship with them, in order to build loyalty. Without qualified data, you won’t be able to communicate with your customers and meet their needs. This will have repercussions on sales, growth and image.
*To find out more about our customer knowledge and segmentation offer, visit: finesis.fr
Enhanced loyalty: Faced with a much more demanding consumer, a company needs to maintain a link and a lasting relationship with the customer in order to build loyalty. Without qualified data, the company will no longer be able to communicate with its customers and meet their needs. This will have repercussions on sales, growth and image.
Capency solutions to optimize your MDM
DQM solutions guarantee database homogeneity thanks to qualified and standardized data, thus ensuring MDM compliance. To meet these challenges, Capency offers a software suite for optimizing customer data (postal addresses, e-mails, telephone numbers, etc.) thanks to :
- Preventive solutions to save time and qualify contact details as soon as they are entered.
- Curative solutions to improve and perpetuate the quality of the unique customer repository.