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.
Gartner, MDM Is Critical to Maximizing CRM and Customer Experience, 12 December 2018, Bill O’Kane, Michael Moran
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Reltio.
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved.