In customer data integration, is a "customer" always an individual?:
In customer data integration, is a "customer" always an individual? DATE: 04 May 2009 What is customer data integration for a B2B company? Find out the benefits of CDI or customer-driven master data management (MDM) for a B2B company and learn how to handle B2B integration with expert advice and best practices.
Hannah Smalltree: In customer data integration or master data management for customer data, as some people call it, is a customer always an individual? What if in the case of a B2B company? How does that work?
Jill Dyché: In fact, we're seeing a lot of our clients that are adopting CDI start with B2B companies. And, one of the inherent benefits of CDI or customer driven MDM is the fact that not only can we track individuals or parties but we can actually track companies as well which are collections of individuals or groups of individuals. We work a lot in healthcare and pharmacies and what we're finding is the need not only to track doctors but to track their membership in hospital networks or their membership in group practices and those can be two different things for the same doctor, not to mention their affiliation with universities, etcetera, etcetera.
So, it's not only about companies and their subsidiaries but groups and associations of people and managing those hierarchies and those groups and those associations in a sustained way and that's part of what most MDM technologies will do for you.
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