Achieving a 360 degree customer view
Markets are highly dynamic and highly competitive. A targeted customer approach is crucial for competition.
This is where companies very often fail. They lack a holistic view of their customers. This requires a reliable, consolidated and, above all, centralised database with a 360 degree customer view and golden records. Many struggle with this.

Realised 360 degree customer view with Tante Emma
In the old days, as some of us may still remember, you used to buy practically all your goods from the corner shop around the corner. People knew Aunt Emma, and the owner in turn knew her customers in detail. And made use of this holistic knowledge, for example by addressing them by name, for pre-arranged purchases or perhaps for product recommendations. It was also possible to ‘have someone write to you’ as an early form of sales financing.
Of course, the number of Aunt Emma's customers and business partners was manageable. Due to the lack of computers, she memorised everything. Companies in the digital, globalised economy, on the other hand, have to deal with an atomistic market structure. In some cases, they have to process millions of master data records. These are often scattered across different data sources.
But the point is to transfer the basic mechanisms of Aunt Emma as a benchmark into a scalable process model.