by Angela Guess
R Wang recently commented on the challenges of influencing prospective customers in this social-driven era and what MDM can do to overcome those challenges. Wang points to “three forces driving the changing dynamics in customer engagement.” These three forces are, “(1) Trust, not financial performance, is the new social currency. Trust drives influence, engagement, and relationships. People and organizations must earn trust through their actions across their relationships… (2) Increase in social media adoption moves beyond fad… The growing preference for engagement through social channels drives new relationship models… (3) Failure of CRM efforts to engage and influence. Traditional CRM focused on management versus engagement.”
Wang insists, “Success in engaging with customers will require a business process to ensure that the right customer information is delivered to the right person using the right security model for the right form factor. While a complete customer views is often at the eye of the beholder, Master Data Management (MDM) provides a key technology that supports how data is: (1) Acquired. Where is data referenced? How are different sources brought into the system? What’s the history and lineage of that information? (2) Cleansed. What formats should be applied to the data? What conventions should be added? What spelling or errors should be corrected? (3) De-duplicated. How can we reduce similar data across the system? How do we create one common view among multiple sources and systems? (4) Classified. Can we apply a hierarchy to the data. Are there categories to associate with? How does the data relate to people, objects, and other organizational relationships? (5) Relevant. What’s begin done to integrate and synchronize the data. How do you keep data real-time in a system?”
photo credit: cogdogblog
