Customer Data Integration: Managing Customer Information as an Organizational Asset

09/30/08

Who are your customers? Which products and services are they buying across your enterprise? Howmuch business have they transacted with your enterprise so far this year?

Customer Data Integration: Managing Customer Information as an Organizational Asset

Who are your customers? Which products and services are they buying across your enterprise? Howmuch business have they transacted with your enterprise so far this year? Where do they conductbusiness besides your firm?

For many reasons, it’s difficult to know who your customers are, much less what they’re doing. Forexample, companies in industries like financial services, insurance, and retail have grown throughthe organic development of new products and the acquisition of products through mergers. Theresult is that many firms now have dozens of products and services, which the customer purchasesand uses through many touch points, such as call centers, retail outlets, business reply cards, andWeb sites. This isn’t just a large-corporation phenomenon; even relatively small businesses havemultiple products and touch points.

For the sake of effective customer service, sales, account management, billing, shipping—you nameit!—companies need to accurately recognize the customer across multiple lines of business and touchpoints, plus integrate the customer’s information across those for a more complete picture. To achievethese goals, many companies have turned to customer data integration (CDI).

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Report Sponsors

• Acxiom
• DataFlux
• HP
• IBM
• Informatica
• Syncsort
• Teradata Corporation
• Trillium Software

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