By Jill DychÃ©, Evan Levy
"Customers are the center of any enterprise. yet we won't prevail if we increase just one speak addressed to the 'average customer.' as a substitute we needs to be aware of each one buyer and construct our person engagements with that wisdom. If consumer courting administration (CRM) goes to paintings, it demands abilities in buyer info Integration (CDI). this can be the easiest e-book that i've got noticeable at the topic. Jill Dych? is to be complimented for her thoroughness in interviewing executives and offering CDI."-Philip Kotler, S. C. JohnsonDistinguished Professor of overseas advertising Kellogg college of administration, Northwestern University"In this global of killer pageant, placing directly to latest clients is necessary to survival. Jill Dych?'s new publication makes that activity much more straightforward than it has been."-Jack Trout, writer, Differentiate or Die"Jill and Evan haven't simply written the definitive paintings on shopper information Integration, they have made the enterprise case for it. This booklet bargains sound suggestion to enterprise humans looking for leading edge how you can deliver info jointly approximately customers-their most crucial asset-while even as giving IT a few useful guidance for enforcing CDI and MDM the best way."-Wayne Eckerson, the information Warehousing Institute writer of functionality Dashboards: Measuring, tracking, and handling Your BusinessWhatever company you are in, you are eventually within the client company. it doesn't matter what your product, shoppers pay the money owed. however the strategic significance of shopper relationships hasn't introduced businesses a lot toward a unmarried, authoritative view in their clients. Written from either company and technicalperspectives, shopper facts Integration indicates businesses the right way to convey a correct, holistic, and long term realizing in their buyers via CDI.
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Additional resources for Customer Data Integration: Reaching a Single Version of the Truth (SAS Institute Inc.)
It’s a question worth asking, and it deserves an answer. ) With all the gurus and pundits advocating executive sponsorship, integrated customer data is bigger than one executive in one department. qxp 6/1/06 22 11:14 AM Page 22 executives flying blind must span multiple organizations and, when done correctly, data should be integrated to support a range of functions, projects, and business needs across the company at large. , could be mistaken for the headquarters of any huge commercial conglomerate.
Now we’re behaving like we’re in two different companies. It’s bigger than just a problem with duplicate customer records—though that in itself is a growing phenomenon as businesses evolve. qxp 6/1/06 10 11:14 AM Page 10 executives flying blind IT counterparts. This “democratization” of databases contributed to the proliferation of redundant and contradictory data across companies. The proliferation of duplicate, erroneous, unsynchronized, or just plain missing information is getting worse. And the resulting mistakes—from duplicate catalog mailings to misidentified hospital patients to individuals on “watch lists” slipping through the cracks—can have significant tangible and intangible costs.
Drivers back to the need for data. But when they do, they understand that, without clean, complete, and auditable data, there’s a lot they can’t do. This newfound knowledge leads to the now-common refrain from executives for a “single version of truth” about their customers. They want to know how customers are interacting with their companies, be it by telephone, Internet, or in the brick-and-mortar store. They want to understand what customers are buying, and what they’re paying. They want to distinguish between “good” customers and “valuable” ones.