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.