Tag Archives: CDI
I have been developing two ideas for customer data management: entities vs. roles and differentiation. In the last post I suggested that customer is not a data type, but rather a role that can be played by some core entity in some context, with some set of characteristics assigned to that role within that context. (more…)
We launched a coast-to-coast Customer Data Forum road show with visits to Atlanta and Washington, D.C., that attracted business and IT professionals interested in using master data management (MDM) to attract and retain customers.
From the business side, our guests consisted of analysts, sales operations personnel, and business liaisons to IT, while the IT side was represented by enterprise and data architects, IT directors, and business intelligence and data warehousing professionals. In Washington, about half the audience was from public sector and government agencies. (more…)
Recently I was talking to a prospective customer who shared some challenges they faced recently– they had asked five people for a report and had gotten five different answers. Unfortunately, this is not an uncommon situation. In fact, at times it seems as though making business decisions and managing business processes is a bit like using an “origami fortune teller” — you hope you get the right answer, but you’re really leaving your fate to chance.
One of the sections in my recent Informatica-sponsored paper on Understanding the Financial Value of Data Quality Improvement looked at impacts associated with customer retention. Once the company has acquired a customer, there is an expectation that steps will be taken to ensure that the customer’s business is retained, and this means not only encouraging the customer to continue doing business with the company, but to take the proper steps to prevent the customer from purchasing products of services from any competitors as well. There are a number of techniques employed for customer retention, most of which rely on high quality information about the customer as well as deep visibility into that customer’s relationship and history of interactions. (more…)
One of the hottest areas of master data management (MDM) is using high quality master data to drive revenue by supporting sales and channel operations. Informatica customers have racked up some terrific successes using MDM to generate a single, reliable view of customer and account information—and here’s a key reason why.
With Informatica MDM and Informatica Data Quality, sales and channel personnel gain hands-on control of customer data, product data and channel partner data and the relationships between this data. Those customer-facing teams no longer need to spend most of their time hunting for information in the CRM system, SFA system, billing system, partner management and other systems and reconciling it in spreadsheets. And they don’t need to wait on IT to round up and deliver the data they need right away.
If you’re wondering how this works, check out our six-minute how-to demo on MDM for customer account and channel partner management. This new demo offers a practical, step-by-step walk-through of how a sales, marketing and channel operations personnel can evolve from trying to sort through the clutter of contradictory data from multiple systems to leveraging a single, actionable customer account data set that powers a 360-degree customer view in their CRM system so they can improve customer acquisition and retention.