According to Gartner, “One of the most urgent digital business priorities – optimizing the customer experience – hinges on optimizing and leveraging master data. Data and analytics leaders must prioritize and apply master data management to ensure CX initiatives deliver their fullest business value.”
This Gartner report outlines the key recommendations for data and analytics leaders responsible for executing data and analytics strategies for CRM and CX programs:
- “Drive a comprehensive, master data approach to customer engagement by identifying ineffective or inconsistent interactions that can be optimized through MDM.
- Optimize your customer view by leveraging MDM to integrate all data sources operational & transactional, social networks, underutilized “dark data” and commercially available data enrichment offerings.
- Streamline and enhance CRM and CX operations by using MDM to create a single, holistic view of customer data that can be used in rationalizing and integrating these operational processes.”