Gartner Research

What Master Data Management Leaders Need to Know About Social for CRM

Published: 05 December 2014

ID: G00270021

Analyst(s): Bill O'Kane, Jenny Sussin

Summary

Master data management (MDM) is critical for the accurate and confident use of data extracted from social media for customer relationship management (CRM). MDM leaders should educate their CRM counterparts on the benefits MDM can bring to social for CRM.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • The need to access the complete and accurate engagement and purchase history of customers during social media interactions will force MDM leaders to integrate MDM with social for CRM solutions; otherwise, the optimal customer experience will remain unachievable
  • The need to retain and share significant amounts of social interaction data will drive MDM leaders to leverage MDM as the organization-level reference to social media interactions; otherwise, the full exploitation of interaction data will remain unrealized
  • Social for CRM implementations will require MDM leaders to use MDM to complete the centralized capability to initiate business events designed to increase customer satisfaction; otherwise, these processes often remain manual, inefficient and error-prone

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