This document discusses the importance of having a single customer view. It notes that customers interact with companies across multiple systems like ERP, CRM, and webshops. This can result in inconsistent customer data across systems. The document recommends using a customer data management solution to create a single "golden record" for each customer by integrating data from various sources. It states that a single customer view can improve customer communication, satisfaction, and loyalty, leading to higher revenue. The presentation provides an example of a luxury company that implemented such a solution, increasing customer satisfaction by 20% and share of wallet by 5%.

1. Seite
Media Partner:Patrocinadores:
Business Breakfast, 2 de Julho de 2014
”Why do you need a Single Customer View?”
Como melhorar o
relacionamento com
o meu Cliente
Joost Hubregtse, Uniserv Solutions Manager

2. Seite
More success with Smart Customer Data Integration
Smart Customer MDM

13. Staying connected with your customers
The worldofcustomers has been condensed
intoa smartphone with which he:
-Requests information
-Searches for alternatives
-Asks friends
-Places orders
-Pays online
-Tracks delivery
-And complains
He expects you dotoreact with all of the
above. And that 24/7 in real time, please…
1

14. The first hurdle to take:
Each customer is different, or not
≠ ≠
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15. The second hurdle to take:
Many systems with different data
≠
≠
Name Johan Kroon
Address Haverstraat
City 3511 NA Utrecht
Phone 030-2347890
Email J.Kroon@gmail.com
Name J. Kroon
Address Haverstr.
City Utrecht
Phone 06-12398760
Email Name Johan Kroon
Address Haverstraat 10
City Utrecht
Phone
Email j.kroon@kpnmail.nl
ERP system
CRM system
Webshop
1

16. Getting the right information
Customer Data
Management
Campaign Management
Segmentation and
Predictive
Modeling
Marketing and
Customer
Intelligence
Management and
Intelligent insight
and trigger driven
campaigns
-
0
50
100
150
200
250
300
350
400
0 25 50 75 100
Campaign
Wave 1
Campaign
Wave 2
Campaign
Wave 3
Strugglers and
Builders
Penetration
Target
Big Loyalists
At Risk
Speciality
Users
Investors
1 2 3 4 5
Top 10% 1 7.7% 0.7% 0.3% 0.5% 0.8% 10.0%
Next 20% 2 10.8% 1.5% 1.0% 5.0% 1.6% 19.9%
Next 30% 3 5.1% 1.9% 6.5% 13.7% 2.9% 30.1%
Next 30% 4 0.7% 2.5% 15.2% 8.1% 3.5% 30.0%
Bottom
10%
5 0.0% 1.5% 5.1% 0.5% 2.9% 10.0%
24.3% 8.1% 28.1% 27.8% 11.7% 100.0%
ValueSegments
Behavior Segments
Commercial Customer Distribution in Behavior - Value Segmentation
IVoC
Client
DWs
Client
DBs
External
Data
Data
Capturing
and
Extracting
Data Parsing,
Cleansing &
Standardising
Data
Validation,
Enriching
and
Refinement
Data
Matching
and Linking
Data
Reporting
and Analysis
List
Generation
and
Management
Marketing
and
Campaign
Management
Campaign
Execution
and
Fulfilment
Integration
with day-to-
day business
operations
Customer Analytics
Campaign
Management and
execution
Integrated View of
the customer
Data cleansing and
enrichment
1

17. Customer Centric

24. It is time for
an strong solution
that can optimize customer communication

25. The idea is to
give the customer
the perception that he or she
gets a personal approach

26. Better Customer communication
=
Higher Customer satisfaction
=
Improved Loyalty
=
Higher share of wallet

27. ERP
System
CRM
System
Webshop
System
Integration Layer
Customer
Data
Hub
Create
Read
Update
Delete
E - 113 C - 76 W - 986
Utrecht, 3511 NA113E HaverstraatJohan Kroon
Utrecht76C Haverstr.J. Kroon
Utrecht986W Haverstraat 10Johan Kroon
E - 113 C - 76 W - 986
Record: System C - 76
Name: J. Kroon
Address: Haverstr.
City: Utrecht
Zipcode:
Record: System W- 986
Name: Johan Kroon
Address: Haverstraat 10
City: Utrecht
Zipcode:
Record: System E - 113
Name: Johan Kroon
Address: Haverstraat
City: Utrecht
Zipcode: 3511 NA
UtrechtHaverstraatKroon
Source records (keys and attributes)
“Golden Record”
Customer Data
Records
12 10 3511 NAJ. Johan
Het Golden Record – The Personal Approach

28. UtrechtHaverstraat12 10J. Johan Kroon 3511 NA
Golden Record
Search: J. KroonCust nr: 12
First name: Johan
Given name: Kroon
Address: Haverstraat 10
City: Utrecht
State: UT
Phone: +31 30 123 7890
Email:
JKroon@mymail.com
Twitter @JKroon
Web order (updated April, 4th, 2013)
Product: car damage
Value $ 340
Status: Acceptence pending
Activities (marketing)
Last contacted february 5th, 2013
Who Jenny Jones
Subject: campaign # 539

31. Beau Luxury implemented
Uniserv Smart MDM
WorldWide
NPS up 15%
Cust Sat up 20%
Share of Wallet up 5%
ROI within 1 year

35. Seite 04.07.201435
Better Data. Better Business.
Thank you!
Uniserv
Pforzheim
Amsterdam
Parijs