What is customer data integration?
Customer data integration is the process of collecting, organizing, and distributing all available information about an organization's customers. CDI aims to maximize the use of this information across the enterprise in order to increase customer count, customer satisfaction and corporate profits. CDI uses data integration techniques and is an important component of customer relationship management (CRM).
The customer data integration can include between six and 12 data fields for each individual customer, such as name prefix, first name, last name, middle name or initial, name suffix, nickname, maiden name and professional or academic title.
Data management continues to get complicated, with much of this data changing frequently and becoming obsolete. For example, customers can change their names, move, get divorced, or die.
The value of the data is divided into five categories:
Completeness: Organizations may not have all of the data they need to make informed business decisions.
Latency: If data is not used quickly enough, it can become stale.
Management: data integration, governance, stewardship, business and distribution combine all to make or break the value of the data.
Ownership: The more unequal the customers, the more difficult it becomes to use the data to make decisions.
Accurate and comprehensive customer data obtained through CDI has many uses and uses. These include:
Provision of raw data for various service providers
Optimization of product range, promotion, pricing and inventory rotation (merchandising)
Selection of the best locations for branches or outlets
Support of customer relationship management
Support of master data management
Differentiation of customers and their needs