Tag Archives: trusted customer information

Think of MDM as the Social Butterfly Sorting Out “Who’s Who?” at the Systems and Applications Party

I hosted a party last weekend. My friend Tara who works at a recruiting firm wanted to understand the value of master data management (MDM). Her firm, which operates across the country, is struggling with inconsistent and duplicate candidate information in their recruiting software.

Tara may have just placed candidate “Anita Gupta” at Company A and updated her record in the recruiting system to show that Anita was “just hired.” The recruiting firm will get their fee and Tara her bonus if Anita stays 90 days. (more…)

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How Migrating Customer Data from Legacy CRM to Salesforce is Like Moving to a New Home

After returning from Dreamforce, I learned that two of my friends were moving to new homes. They used different approaches to moving their belongings and had vastly different experiences once they moved in. This made me think of the different approaches companies use when migrating customer data from a legacy CRM system to Salesforce and the impact these approaches have on their user experience when they go live.

One friend, let’s call her “Jane” is not the most organized person. Her goal was to get her family’s belongings into the new house as quickly as possible. Room by room, they packed all of their belongings into boxes and shipped them to their new home.

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Dreamforce Takeaways: Struggling with Salesforce Adoption? You’re Not Alone

I just returned from my first Dreamforce experience, which surpassed my expectations.  In this brief video I talk about how inspired I was by salesforce.com’s customer-obsessed culture. However, many Dreamforce attendees I spoke with admit that they struggle with Salesforce adoption.

This is consistent with the results of a LinkedIn poll: 52% of sales managers said sales reps don’t use CRM like they want them to, highlighted in this BlueWolf blog, who is one of our partners:  4 Ways to Make Your Salesforce Adoption Dreams Come True at Dreamforce 2012. (more…)

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Retail Case Study: Printemps Department Store Builds a Trusted Customer Data Foundation with MDM and Data Quality

If you have never traveled to France, you have missed the unique and exciting shopping experience offered at Printemps, a luxury fashion retailer. Its flagship store in Paris drives 60% of the company’s revenue. More than 1.5 million customers who love fashion visit this store as well as the retailer’s 15 other high-end stores around the country.

Printemps Haussmann, flagship department store in Paris, France.

Printemps’ goal is to cultivate long-term personal relationships with their high value customers by delivering exceptional services. Their strategy to accomplish this goal is to continuously meet their high value customers’ needs and expectations and create compelling incentives for customers to visit their stores.

Printemps’ marketing team is continually striving to be more customer-centric and improve campaign effectiveness. They are using customer analytics to segment their customers and better understand their preferences. For example:

  • Which customers prefer fashion, beauty or accessories?
  • Which customers prefer communications through the mail, email, mobile phone, social media channels?

Printemps has plenty of information about their 1.5 million customers. So what
was standing in their way? They lacked a 360-degree view of their high value
customers. The key culprit was duplicate customer information across multiple
systems.

I had the honor of introducing Olivier de Compiègne, who is responsible for Project Services and Customer Relationships at Printemps at Informatica World. Olivier’s main message: if your goal is to attract high value customers and boost customer loyalty, first you must invest in a solid customer data foundation.

To build their solid customer data foundation, Printemps’ team is leveraging Informatica Data Quality to ensure their customer information is as accurate and complete as possible across all key sources. They are using Informatica MDM, master data management (MDM) technology to rationalize customer information from numerous data sources to create a single customer view as well as a 360-degree customer view, which includes each customer’s purchase history.

Printemps’ solid customer data foundation is maintained on an ongoing basis, which allows Printemps’ marketing team to have confidence in the data they use for customer analytics and campaign management. Now they can truly support personalized relationships with customers and optimize their marketing by sending tailored messages to targeted customer segments.

If you are trying to cultivate long-term personal relationships with your customers and lack a 360 degree customer view, I hope Olivier’s story was helpful.  Do you have similiar goals? Please share your thoughts. I’m interested in hearing from you.

If you want to learn more about how Printemps’ is using Informatica Data Quality and Informatica MDM, please:

 

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Posted in Customer Acquisition & Retention, Data Quality, Master Data Management, Retail | Tagged , , , , , , , , , , , , , , , | Leave a comment