"Unpacking the Relationship Between CRM and MDM for Your Customer MDG ROI Roadmap."

As you know your Enterprise CRM platform holds your sales activities, customer interaction, and customer service logs, in one way or another. And feeding that type of data should come from your MDM Customer 360 Golden Record data. Try and think of the email, name, and address as the Peanut Butter and Jelly for your Customer sales data. Which makes sense why Informatica and Reltio both use these OOTB universal attributes within their functionality utilizing Daas Enrichment, Matching, and customer tracking. Optimizing these CDA show how good or bad your sales channels are being governed and provided 100% accurate data in real time! There is no room for less than perfect for these 3 Critical Data Attributes. Your MDM Saas Platform has hidden data attribute gems that can augment what your CRM simply cannot see.

     Truth be told is that Sales force is the CRM du jour for me. It has been on the Market for so long you can’t really go wrong with it, well I take that back. If you don’t have the right sales cloud or features enabled correctly you can completely mishandle your customer or prospect data, not too horribly, but I put my hand on the bible to swear to you I have seen it! That’s why MDM is a perfect compliment to your CRM software, MDM will always be right when it comes to the 3 CDA aforementioned above. But how can you be sure?

  When it comes to Address, which lately has become more and more amenable with people moving so it needs to have a Daas type Address enrichment available for correcting the Bill to, Ship to, or Mailings to work effectively. As more and more people want to return to personalization, I think direct mail is going to make a comeback. Like writing letters to your loved ones but that’s another article…

     How you classify your sales data aka customers, prospects, or leads is crucial for optimizing how your CRM interacts, shares, and feeds data between each other. A direct API call when your Sales or CSR folks first trying to enter a customer should be standard to show the salesperson that your customer data is in a proactive mode and ready to serve you. Not the other way around and we all know that bad word, reactive! How can you service your customers if you don’t know 100% what the CDA are for them? Go on I’ll wait, exactly, just follow these steps to ensure your enterprise has a good handle on these golden attributes.

     Phone number is becoming more and more attractive to contact customers. It has that personal touch but you don’t want to over bother them so maybe once a quarter(like T-mobile), because that timing balance should be approved by your MDG committee(they have the right handle on the direction of the Enterprise), as that’s their main function! Customer/Contact phone number is tied to many other potential contact points though LinkedIn, X (formerly known as Twitter) and most other social media outlets. So use those touch points wisely…

Bottom line is if you use these 3 CDA the right way in matching, enrichment, and timing it can mean the difference between a profitable quarter or a future roadmap addition in functionality for your MDG benchmark/milestones!

Thank you for your time and I appreciate any and all feedback!

Kind regards,

The Ad Group