photography of gray sports car

An automotive case study in meeting customer needs

Japan’s third-largest car manufacturer is Nissan and they are currently improving their operation practices as they aim for better sales output and of course brand awareness.

Nissan is considered an example of one a European car brand that is notable and successful. Founded in 1933 by Engineer Kenjiro Den, Nissan initially produced just motorcycle engines before branching out into automobile production in 1934.

For more than 80 years Nissan has built cars in Japan and in developing markets around Europe (and beyond) selling more than 4M units annually under the Nissan brand – including well-known models like the Nissan Leaf and Nissan X-Trail SUVs.

Nissan is also the owner of the premium Infiniti brand and the heritage brand Datsun which it discontinued on April 22. In addition to cars and trucks, it has in-house performance tuning products and cars labelled Nismo

It is a tough job, focusing on the environment, vehicle and product quality and customer loyalty. The approach has to be multi-pronged and is driven by data.

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scenic view of fire at night

The promise of MDM for Digital Transformation

Implementation of CMDM is transformative in the back office first, but then with the potential for a complete shift in the customer experience in relation to the potential for personalization and customized engagement but for this to happen, you have to be confident that your business is ready to embark upon such a journey.

MDM focuses principally on the management aspects of the customer with a respectful tip of the hat in relation to the duties performed by those trying to grow the business through marketing initiatives (CDP), the transactional systems (ERP, CRM, eCommerce, POS) and the reporting, analytics, forecasting and insights platforms.

Pretectum believes that where these other systems fall short, is either in the complexity of their implementation when focused on data management tasks, or their inability to unify the relationship over common data. We know this is a problem because even when these other systems are implemented with supposed master record management capabilities, they’re found to fall short of the varied expectations of the diverse teams that are expected to use them, or, in fact perhaps worse, access to them is constrained to a few, exclusively.

The Customer Master Data Management (CMDM) can operate in a number of different ways within any given business depending on the deployment approach. This approach is determined by the upstream or downstream influences and requirements of either business units, processes or technologies.

man in red jacket standing using telescope while standing on a cliff of a mountain

Customer Master Data Management – what to expect

Defining the approach for Customer Master Data Management (MDM) for your organization means also understanding the boundaries of functionality. Define it right and you will have a goldmine of opportunities.

The term MDM has become progressively ambiguous over the years as vendors have branched out into areas of functionality that are not necessarily aligned with the optimal concept of master data management. This is just as true for the customer MDM as it is for the supplier, the employee and other master data elements.

Pretectum’s view is that IT should not own or manage the content of the MDM, they should care for the platform but the ownership of the data and the quality of the data should rest within the business and business users.