360-Degree Customer Intelligence

About the

Customer

A large retailer engaged in eCommerce, retail (e-tail), and wholesale business through the multiple channels of distribution intends to provide the best value merchandise for their customers. Key to this strategy is to understanding customer preference in terms of product, buying behaviors, patterns, and channels using modern master data management.

As a result, they were able to create a single view of customer and provide preferences, recommendations, and relevant marketing and sales optimization to improve the overall customer experience. This deep understanding of customers and segmentation also enabled them ineffective product planning and launches.

INDUSTRY

Retail, E-Commerce

SOLUTION
  • 360 Degree View
  • Product Master
  • Customer Experience
TECHNICAL USE CASE
  • Master Data Management
  • Data Quality
  • Data Curation

 

A data-first strategy followed by digital maximizes the benefit of using real-time data insights to directly affect customer engagement.

WALTER H.

Vice President, Customer Experience

The

Challenge

A large retailer found themselves dealing with differing opinions about the trustworthiness and completeness of customer data within organizations make it difficult for data and analytics leaders to agree on requirements for customer insights. To enhance customer experience, they set forth a journey to understand their use cases, desired business outcomes and customer data governance requirements and took an outcome-centric approach. By this way, they shall address the challenges around customer experience by first quantifying how customer data is expected to improve the customer
experience (CX) and deliver business benefit. However, they were challenged with creating a golden view of customer , product master data before they can add creation, segmentation and activation of customer profiles. Like most organizations, they faced a number of the challenges with growing amount of wide variety of data sources and disparate systems. All making it impossible to creating and managing a central, persisted system or index of record for master customer records.

Without knowing where to start and what can be done for their organization, it was challenging to gain any customer insights. Hype about customer data platforms as one comprehensive solution for all customer-related problems also created more confusion among data and analytics leaders. They had difficulty choosing between CDPs and MDM solutions, because of overlapping capabilities.

Further, any proposed solution was filled with less governance functionality and focused on delivering a complete view through the amalgamation of data generated by digital customer interactions ending with many representations of the same customer. The organization leaders knew they’d need a platform that creates first customer master records.

60%

Reduction in duplicates to create single view of customer

DQLabs gives organizations the ability to manage data smarter and leverage an immediate ROI in weeks, rather than months.

RAJ JOSEPH

President and chief executive officer at DQLabs.ai

The

Solution

DQLabs focuses on creating single trusted views using customer data from a wider variety of internal systems as without master records any kind of customer data management initiatives may fail. With a combination of integrated workflow capabilities and the ability to apply different governance rules to customer data for the creation or management of master records allowed greater flexibility in the use of that data.

Further, DQLabs modernize Master Data Management implementations, improve cross-team collaboration, and drive innovation. By ingesting data from silos and bringing in one consolidated storage with a secure, 100% compliance data governance process, users were able to easily and reliably ingest massive volumes of data, in a matter of days. Further, it provided a common, automated way of cataloging using defined and inferred metadata and to understand what data was available to use.

DQLabs enabled a simpler, innovative way of mastering data and create golden records in a matter of days and ingest as many as data sources as needed. With the integrated golden record view, a 360-degree view of customers is made possible by a consolidated, integrated, and exhaustive set of data relevant to a company’s relationship with its customers. That dataset that was appended had relevant information about customers’ profiles, transactions, preferences, and relationships with other suppliers.

DQLabs platform enabled the simple easy definition of MDM entity models including main party data for customer and other domains (product, asset, material) that can be mastered. The ability to funnel both master data along with customer data enabled a great degree of insights that could be derived along with customer segmentation, profiling. The platform helped the company transform digital data into predictive, customer-focused insight to guide and shape real-time customer interactions to make contextual decisions, combine online and offline customer data, recent behaviors, and real-time actions into a cohesive 360-degree view for better customer experience.

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