Case Study
Customer Data Model for Leading Automaker
Business Situation
- The client was one of the country’s largest marketers, producers, and distributors of automobiles
- The client uses its extensive sales and delivery force to market and distribute its branded products to retail customers and consumers
- The client initiated a Customer Data Management project to improve the accuracy of its customer data, and ensure their processes and technologies were poised to facilitate future data-centric strategies
Key Issues
- There was a growing need to be able to apply the customer profile information across a disparate range of back-office applications, front-office applications and downstream applications
- Customer service capability is severely reduced by this lack of shared information, creating significant and redundant short and long-term IT integration costs
- The creation of a detailed data model was a vital step in improving the quality of their customer data
Results
- Worked with key members of the Customer Data Management project team to create an effective Customer Data Model that met the objectives of the project
- Documented Requirements that drove the design of the data model
- Developed function point driven cost estimates for building a customer data repository
- As a result of the project, the client had an effective data model, and was poised to facilitate the implementation of a new customer marketing system