We use cookies and other similar technologies (Cookies) to enhance your experience and to provide you with relevant content and ads. By using our website, you are agreeing to the use of Cookies. You can change your settings at any time. Cookie Policy.

Untitled Document

The early pioneers of Customer Data Integration (CDI) had a primary goal: to create the most reliable customer data for the company by bringing together and resolving inconsistent and oftentimes incomplete customer data which was at the time siloed in disparate applications across the enterprise.



The CDI promise was to have reliable customer data available to benefit a myriad of customer-facing operations in marketing, merchandising, contracting, account management and invoicing, to name a few. Focusing on these priorities, many organizations selected a CDI technology that enabled them to solely optimize customer data. Other enterprise data such as products, locations, and accounts, for example, were considered out of scope and not necessary for the initial CDI project.

While incremental benefits were gained with this approach, many companies that were caught up in this early CDI gold rush soon realized in hindsight that their CDI projects missed the big picture.

Take the example of Bank X, a major financial services firm providing a range of banking, investment, and trust services to small and mid-sized businesses, entrepreneurs, professionals, and affluent individuals. Their CDI system did provide the answer to "who is my customer?" by solving the mystery of exactly who they were interacting with, whether it was an individual or an organization.

However, they were unable to realize that Fred Jones, who has a 401k account through his employer, is also a high net worth client due to his lucrative individual accounts. As a result, they were not able to answer the critical question of "how do my customer interactions across all of the banking services affect my business?" This lack of insight led to unrealized revenue potential as a result of unexplored opportunities to cross-sell new banking products to this individual.

The traits of a visionary CDI

The true golden opportunity for CDI lies in its ability to uncover the depth of interactions and to understand the relationships companies have with their customers. This level of insight is a significant business value and one that organizations can't afford to overlook.

-1-

1  2  3  4  

   Next Page

Explore Our Topics

  • EDITOR'S BRIEFING
  • Virtual Conferences
  • Webinars
  • Roundtables

BPM in Action

March 10, 2011

The sixth annual BPM in Action 2011 Virtual Conference will explore cutting-edge market developments in BPM and describe how to leverage them for improved business operation and performance. More

View All Virtual Conferences

Smart Case Management: Why It's So Smart.

Date:Nov 05, 2009
Time:12:00 PM ET- (17:00 GMT)

REGISTER TODAY!

Date:Oct 29, 2009
Time:15:00 PM ET- (19:00 GMT)

REGISTER TODAY!
View All Roundtables
  • Research Library
  • Podcasts
  • News

Joe McKendrick: Part II of II: Designing Evolve-ability into SOA and IT Systems

In part two of Joe McKendrick's recent podcast with Miko Matsumura, chief strategist for Software AG, they talk about how SOA and IT systems need to change and grow and adapt with the organization around it.

Listen Now

Phil Wainewright: Helping Brands Engage with Social Media

Phil Wainewright interviews David Vap, VP of products at RightNow Technologies, and finds out how sharing best practices can help businesses understand how best to engage with online communities.

Listen Now

Peter Schooff: Making Every IT Dollar Result in a Desired Business Outcome: Scott Hebner of IBM Rati

Scott Hebner, Vice President of Marketing and Strategy for IBM Rational, discusses a topic on the top of every company's mind today: getting the most from IT investments.

Listen Now

Jessica Ann Mola: Where Will BI Fit In? Lyndsay Wise Explains

In BI, this tough economy and the increasing role of Web 2.0 and MDM are certainly topics on people's minds today. WiseAnalytics' Lyndsay Wise addresses each of them in this informative podcast.

Listen Now

Dennis Byron: Talking with...Deepak Singh of BPM Provider Adeptia

Deepak Singh, President and CTO of Adeptia, joins ebizQ's Dennis Byron in a podcast that gets its hand around the trend of industry-specific BPM.

Listen Now
More Podcasts
  • Most Popular
  • Quick Guide
  • Most Discussed

Quick Guide: What is BPM?

Learn More

Quick Guide: What is Event Processing?

Smart event processing can help your company run smarter and faster. This comprehensive guide helps you research the basics of complex event processing (CEP) and learn how to get started on the right foot with your CEP project using EDA, RFID, SOA, SCADA and other relevant technologies. Learn More

Quick Guide: What is Enterprise 2.0?

A lot of people are talking about Enterprise 2.0 as being the business application of Web 2.0 technology. However, there's still some debate on exactly what this technology entails, how it applies to today's business models, and which components bring true value. Some use the term Enterprise 2.0 exclusively to describe the use of social networking technologies in the enterprise, while others use it to describe a web economy platform, or the technological framework behind such a platform. Still others say that Enterprise 2.0 is all of these things. Learn More