The Business Case for Customer Data Management

Best-in-class customer data is critical to an optimal customer experience and to realizing the value of a customer-centric strategy. Companies can use their marketing budgets more efficiently by looking at data as a strategic asset and leveraging available technologies and best practices. At the same time, their sales and customer loyalty can be increased. Reliable customer data and strong customer data management are essential to the digital transformation strategy of organizations to make it a data-driven organization. However, reality shows that many companies are only at the beginning of setting up their digital transformation strategy.

The Customer Data Management Framework built by Squadra has been further developed by Shopping Tomorrow’s Customer Engagement expert group. The business case behind customer data management is central. The following questions were answered by the expert group:

• Which drivers and benefits for the business case are important for your organization?
• Which data or data groups do you need to realize these drivers and benefits?
• Where do the data and / or information come from?
• How and where is the data stored?
• What effort is required to realize the Customer Data Framework.
• What is the value of the data?

The answer to these and other questions can be found in the expert group’s Bluepaper.