The Scattered Customer

  • Duplicate customers — The existence of multiple systems leads to high degree of duplicated customers, i.e. the same physical customer will have multiple, unrelated, instances across multiple systems and lines of business.
  • Lack of timely data — These systems are updated simultaneously, and these updates are usually not replicated to the other systems, either by lack of integration or because they cannot be easily related — leading to different data being used in different contexts.
  • Redundant and inconsistent data — Customer data is collected across multiple channels, with different requirements and formats, to answer to different business needs.
  • Rogue data sets — The inexistence of a reliable data source leads to data being extracted from arbitrary data sources to be used for multiple purposes outside any consistent framework or criteria.

How to create a seamless customer journey when data is not shared within the organization?

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