CRM Master Data Index
Mastering your Customers using Matchcite's Master Data
Most commercial organisations over the past 20 years have understood the benefits of focusing on the customer, understanding the customers needs and fulfilling their requirements, with the end goal to achieve the largest share of their loyalty and eventually ... wallet.
Many organsations have embarked on Customer First type campaigns to ensure that the customer feels the love and stays loyal to our brand, HOWEVER - how well do you know your customer? The customer is a complex and sometimes elusive creature and will occasionally (although we hate to admit it) slip though our fingers...
What we also need to be aware of is, the larger an organisation grows, the more likely our customer base will grow and eventually though natural growth or through aquisition we will end up with more than one system holding customer data, the two ERP systems, sales force automation, support systems etc will all store in some way information about our customer. Bringing together information from these systems is crucial to understanding the single holistic view of our customer.
Take for example the premise that our sales team is calling on an existing customer and without the whole picture they may not be aware that the customer has 3 open issues with support, 2 unpaid invoices - which signifies 1 unhappy customer! A situation best known in advance. Another assumption we can often and easily make is that a customer that spends the most money is our best customer - not always the case - our best customers are ones that spend money, AND cost us very little.
All of these examples are a lead in to let the reader be aware that it is crucial to understand a single view of our customer, customers exist multiple times in multiple systems and it is our focus at Matchcite to bring you the technology to de-duplicate and cleanse all of your systems to create one true trusted customer master.
Some of the benefits of a single view of customers are:
- A single, consolidated bill saves money and improves customer satisfaction.
- Sending the same marketing literature to a customer from multiple customer lists wastes money and irritates the customer.
- Before you market a high value product to a customer - its best to understand the customers profile
- Before you turn a customer account over to a collection agency, it would be good to know if they owe other parts of your company money or, more importantly, that they are another division's biggest customer
Talk to Matchcite today to find out how we can help you build Cusomer Master your solution, in a more cost effective and adaptable way.