By customer knowledge, we mean Ecuador Phone Number List the identity, contact details, context, usage and history information that a company is able to capture from a customer or consumer. In the ideal case, this information has been modeled once and for all and all the applications have used the same model (we sometimes speak of a Business Object Model, MOM). Note: this also applies to other types of data, but in our experience, it is on the notion of customer that things are often the most complicated. El Dorado, the centralized customer repository, the real one In this case, we can set up a “real” repository. This central brick holds the refer

ence data on all of the company’s customers (or customers of customers). It assigns each one a unique number that allows all other applications to unambiguously identify it. He owns the data: if an application wants to create or modify a client, it requests it from the repository and the repository passes the update on to all the applications. All this, in real time if necessary, please. In the model of a centralized repository, an application requests a modification and all benefit from it Building this customer repository is easy when done early enough. But what then to do when this notion of the customer has not been modeled and shared

First Baby Step Towards Customer Knowledge

early enough? After all, a production tool can function by executing only production orders, a logistics tool by managing only delivery addresses, and an after-sales service without a history of interactions with the customer … they will do an average job, but that can be enough for start. What to do when the blow is gone and all applications already have their partial and mutually incompatible modeling? I could tell you that we have to redo everything but honestly, apart from the fact that the consultants live on, I think it is a huge risk taking for a gain that is difficult to quantify in a go / no-go case. If you have already planned to redo the X or


Y application, then yes to incorporate in passing a requirement of consistency with the model and the client IS, but if not … So what to do when there is NOTHING and everything is BAD ? First baby step towards customer knowledge: the basis of consolidation This is about bringing together all of your customer knowledge in one place. To do what ? Well, at this stage, nothing more than to watch it, and it’s already not bad. It will be of particular interest to an after-sales service or a customer reception to have access to the history of the relationship. It will also be of interest to marketing to be able to estimate the effectiveness of its

Second Giant Leap: Registering And Disseminating

campaigns. This base necessarily consists of: a feed mechanism (all the applications copy their data somewhere in this database), a quality setting mechanism (this mobile number starts with 01 … it is probably badly stored), a reconciliation mechanism (assuming that there is no unique identifier shared by all ISs, it will be necessary to make at least comparisons between the identities & contact details of the customers in order to try to reconstruct all the facets of a client), a consolidation mechanism (ok, you have found 3 data sources relating to the same customer … but if their first name is not written in the same way in one of the 3

sources, what do we do?), an exposure mechanism… so that portals can dig into this data. The consolidation base simply brings together all the customer information available within the company Note that at this stage, there is no question of rebroadcasting the quality information, just of viewing it in a portal. Second giant leap: registering and disseminating quality data Once you have developed a reliable Reconciliation & Consolidation algorithm, the awkward moment comes when you need to press the big red button, and start sending data back to other applications. Two types of information can be advantageously redistributed: A unique customer identifier… yes! Without realizing it, with this feed and this reconciliation

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