DM Review - Customer Data Integration
Improving Customer Data Integration by Enhancing the Customer Data Matching Process
Gaining a better understanding of customers is critical for any company. However, there are often obstacles along the way. Diverse product and service offerings (as well as other events, such as mergers and acquisitions) often result in segmented, overlapping customer views and data housed in disparate systems. The solution is to consolidate and integrate customer information to create a single view of the customer.
Customer data integration (CDI) is a goal every company should strive for to create a holistic customer view. An essential step in reaching the CDI goal is customer data matching (CDM). CDM is the process of performing customer data consolidation so that customer data housed in multiple, disparate information systems can be combined into a single view. It also includes matching new customer data to existing customer data so that customer records retain their uniqueness.
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