CUSTOMER STORY - Gaining Customer Understanding through Data
The first thing that companies need to be thinking about is the more things change, the more they stay the same. With customer information – specifically people and companies, the most important thing is to make sure you know who they are. And that starts with just basic information on a company and getting that right and basic information about a person and getting that right. I think there’s many fancy solutions out there today to do MDM in different ways and start connecting it, and getting all this additional information, but everything goes back to knowing who you are working with on an individual level and the companies that you are selling to. And then, once you have that, you can start connecting in everything else. So do that, it’s important that you have good data quality processes, good data governance and you really know what your go-to-market strategy is so that you know who you are selling to – whether it’s to individuals or to companies and how they operate.