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If handled correctly, customer data can fuel new levels of customer acquisition performance, sales conversion rates and the overall lifetime value of a customer. IT research and consulting firm Enterprise Management Associates (EMA) has conducted a survey about master data management (MDM) initiatives that have been adopted within different organizations.
Here are the top takeaways from the survey, including:
As customer touch points are expanding over time, a more agile integration approach is required for success
You can drive the greatest value from MDM through actionable customer-facing applications or customer-facing employees and business partners
Shifting the data accountability to the lines of business is clearly a key differentiator for the most successful organizations