Business Topics

4 Steps to effective CRM

A targeted customer approach and sustainable customer loyalty are decisive competitive advantages in today’s highly dynamic and competitive market. But although the information necessary already exists, it is often spread around the company in heterogeneous IT systems. Data silos prevent a 360° customer view and inconsistencies in the data dilute the customer image. We suggest 4 clear steps to improve the process Customer Relationship Management.

1. Improve Data Quality

Customers make contact with companies using many different channels: Omni- and multi-channelling mean that customer data enters company systems in equally different ways, e. g., registration in a web shop, in the call centre, by individual lead generation using website or telephone campaigns, as well as from the purchase of outside data, e. g., marketing lists (email address check). The data often lands in different quality in various different data stores. This leads to inconsistent and redundant data, which is insufficient for the demands of perfect customer service.

During discussions with our customers and specialist departments having customer contact, the same effects of poor data quality are repeatedly mentioned:

  • customers and business partner records appear several times in the system
  • contact partners are outdated high return rates for mailing campaigns customers
  • complain about multiple deliveries of the same item
  • low response rates for marketing campaigns
  • incorrect letter salutations and address elements
  • employees complain about the high level of effort for manual research
  • legal requirements cannot be complied with


Data quality is the foundation of successful master data management. For this purpose,the Smart Customer MDM is fitted with all data quality functions required for dealing effectively with customer data: international postal address check, name formatting, e-mail addresses validation, telephone numbers check and formatting, daa enrichment.

2. Consolidate Data

There is almost certainly no company which does not have redundant customer data somewhere in its systems. To ensure a unified view and availability of this data, it must be consolidated step-by-step. The target: Creation of a golden customer profile. The Smart Customer MDM enables to clearly determine the identities of your customers across all channels and applications. Only suitable datasets are consolidated from the source systems and the leading dataset can be automatically processed and enriched. This means that the 360° Customer View is assured: you always have a high quality and duplicate-free database complying precisely with your demands and requirements.

3. Make Data more valuable

By enriching datasets with valuable information, such as geographical data or marketing-relevant information, you can increase the quality of your data even further, and give your customers a more clearly defined profile. Data enrichment can also include coordinates, responsibilities of government offices and authorities, delivery information about freight services, information about the local residential situation such as the details of a particular area.

4. Make Data available centrally

As soon as the customer golden profile exists; it should be made available for all customer related processes, whilst at the same time conforming to data protection legislation and other regulations.

This task is dealt with by the Smart Customer MDM. For example, by allocating appropriate rights to persons who may read, and who may write, particular forms of data. In this way you can control and coordinate your powerful master data management within the framework of your data governance initiative with dependable customer master data. Customer centering is not just a theoretical concept.

Smart Customer MDM

The Uniserv Smart Customer MDM helps marketing and sales departments to achieve a unified, complete and up-to-date image of their customers and to make it available for all areas of the company. Employees have the information they need and customer care improves; employee satisfaction increases, the activities of sales and marketing are more transparent, controllable and steerable, and thereby more successful. In short: Better Data – Better Business!

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