End the Conflict: Resolve Customer Data Inconsistency

The conflict must end: To provide strategically important customer sales, marketing, and service, your organization must get past the turf battles and establish solid, timely, and high-quality customer data.

Which Way Should You Go?

The two approaches I have described use very different tactics to solve the customer data integration problem. The centralized semantics store approach posits that customer data should stay federated within its respective applications and only the rules need be centralized to ensure that the data always stays current. The master reference store approach, in contrast, centralizes key customer data in a common repository. However, both approaches have demonstrated early success in the marketplace.

The best solution for your company may depend on the volume of customer data, how frequently your data changes, and the nature of the portfolio of applications you need to integrate. With either approach, though, the problem of inconsistent customer data across applications can be resolved, helping you more effectively leverage customer data to identify revenue and profit enhancement opportunities.

Anil Gupta [[email protected]] is a principal at The Applications Marketing Group and a research advisor to Ventana Research on customer intelligence and demand chain performance. He advises his clients on strategic marketing issues including product positioning, market segmentation, and go-to-market strategy.





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