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Single customer view for modern business environment
Jan 4 2012, 14:56 PM
Data quality solutions are becoming popular as businesses look to achieve a complete customer perspective and maximise existing relationships, according to industry expert Thomas Schutz.
Modernising IT infrastructure has led to an accurate and holistic view over different channels and lines of business. This single customer view helps with regulations, saves cost and increases staff efficiency.
However, there are many barriers in achieving a single customer view. First of all, many businesses maintain different databases and conduct business through multiple channels. For example, you could be in connection with independent agents, working a self-service website and as well as a call centre to streamline. Each of these departments may have unique databases with little communication, which can prove to be a significant hurdle to a single customer view.
On top of this, Customer Relationship Management (CRM) systems make it easier to enter a duplicate record than find an existing account. Identifying a duplicate often requires an exact match rather than taking into account abbreviations and phonetic matching.
These scenarios lead to an inconsistent data spread, which can cause organisational havoc within a company. However, using professional services for data strategy can achieve streamline view, leading to organised and accurate data, that can be used, rather than simply stored.
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