When customer master data is kept in multiple systems, duplicates and discrepancies are unavoidable. The search for customer data is time-consuming, and a unified customer view is scarcely possible. The solution is Uniserv Smart Customer MDM, which enables you to combine all of your existing customer data to a Golden Record; i.e., to consolidate all related information to a single, unique dataset. With the Golden Record you always have exact, consistent, and fully exploitable customer data available. Duplicates are avoided and data quality continues to improve. The time-consuming work previously necessary for consolidating and matching data, is now a thing of the past.
Once a Golden Record is created, it must be regularly maintained. With Uniserv Smart Customer MDM, the quality of your data is kept at a constant high level. Whenever an alteration is made to a particular dataset at its source, this alteration is reflected by all other related items from other sources. Continual synchronisation with your existing systems ensures that the Golden Record always contains the most up-to-date information available. You can reach your customer simply and efficiently!
Cloud Computing, the Internet of Things, Big Data – none of these modern catchphrases can be ignored. They are an integral part of today’s networked world and provide companies with new business opportunities. Yesterday’s shop branches and sales counters have been replaced by today’s digital platforms where customers can serve themselves - and this has obvious advantages. Everything happens faster, functions more simply, is immediately available, and whenever possible is individual. But the challenges this presents for companies are also more than clear. First, they must face the challenges of the digital world. Second, they must be able to accompany their digital customer. And third – and this is one of the greatest challenges – they must fully understand their customers to be able to successfully accompany them as individuals along their journey.
But digitalization of the customer means that creation of a 360° customer view is becoming increasingly difficult, because there are an ever-increasing number and variety of platforms where digital customers leave their traces behind. A company wanting to follow these traces is faced with the challenge of having to collect the information, and then to store it correctly, and finally make it available for analysis. Companies can only solve this dilemma by combining all available information about their customers – i.e. master data and dynamic (transaction and interaction) data –and feeding it into the restructuring of processes and business models. But here the golden record approach alone is insufficient, because it only includes master data. To successfully deal with the challenges presented by digitalization, companies need a new solution and process methodology, and this is provided by the so-called Ground Truth, which provides a thoroughly reliable representation of all available data - and thus the digital reality.