Purisma Solutions

Single View of Customer

Achieving a single, inclusive view of each customer is a core requirement for most customer-centric applications and initiatives. Various users require one, accurate view that spans enterprise applications, systems, business units and a growing number of customer touch points. Marketing wants to identify cross-sell opportunities; sales wants to identify and more effectively target top tier accounts, and finance wants to understand aggregated risk exposure for large accounts.

Each of these uses of a “single view” is actually a customized view of integrated customer data, specific to the user’s role and requirements. After all, different people and departments across an organization have different relationships with their customers and need to consider the same customer data for different purposes. Even the definition of “customer” means something different to these groups. In order to achieve this single view of the customer, line of business managers and IT are faced with a complex and technically daunting set of data integration challenges. 

Getting the data right:

• Can D&B be used as a possible starting point for building or validating contact records and the customer hierarchy?
• How can customer records be matched and correlated across disparate operational functions such as sales, marketing and support?  
• Can sales, marketing and finance view the match records and hierarchy in the way that is purpose built for their role?  Can that view be maintained as new data is added in?

Keeping the data right:

• How can new data relationships or discrepancies by managed by data owners or stewards?
• Can new master records and identities be synchronized back with CRM, Purchasing and other source systems?
• Does the system “learn” from data stewards, D&B data and new source applications to continually enhance match quality?
• Can data be “purified” at web sites, CRM and other data entry points to avoid new duplicates and errors?

Keeping the solution simple:

• Can these new solutions be deployed with minimal internal politics and controversy across application owners?
• Will these solutions be deployable in 3–4 months versus 3–4 years?
• Is incremental roll out possible to show proof of concept and deliver rapid ROI to IT and the business?

Purisma is uniquely qualified to provide the best data quality for customer data integration (CDI) initiatives across your business. Everything from quickly and accurately correlating hundreds of thousands of consumers to identifying each location and mail stop of a multinational corporation and aggregating corporate customers into global entities for strategic account analysis

A single view of the customer:

• Helps customer service personnel effectively address customer issues
• Ensures account reps can avoid surprises in customer interactions
• Facilitates compliance with regulatory requirements such as reporting on revenue-significant customers

The Purisma Data Hub supports multiple definitions and views of the customer to meet varying needs across departments and divisions. It helps multiple organizations answer key business questions from their perspective: Which corporate accounts should be aggregated when calculating credit exposure? How should marketing coordinate campaigns across lines of business? Which customers do we have in common after the merger?