Customer Use Case:

Top 100 Customer Initiative

With business operations on six continents, a leading pharmaceuticals distributor, after several acquisitions, consolidated multiple lines of distribution business into two organizations, but each of those eight businesses had thousands—or even tens of thousands—of customer records, and many were inaccurate, redundant, or incomplete.

The company was left without a consistent, reliable source of customer data, and no way of understanding or analyzing their customers. This meant multiple sales reps would call on the same customer, while other customers were entirely overlooked.

Tasked with becoming more customer-focused, achieving solid customer data was critical. The company selected Purisma to help reach this goal. Purisma’s “fuzzy logic” technology enabled it to create a single hub of rich information about each customer. And Purisma’s data stewardship tools provided logic and best practices with an easy-to-use front-end interface that guided “data stewards” to manually review and process complex records in a highly productive, systematic way. Thanks to Purisma, the organization now has a complete view of each of its customer that can be used by both sales and marketing and finance, so it can understand and analyze every customer—and maximize revenue.