Gartner Research

How to Incorporate Social Data for CRM Into Your Quest for a 360-Degree View of the Customer

Published: 22 January 2015

ID: G00273280

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

Summary

Application leaders supporting CRM struggle to incorporate social data into their construction of a 360-degree view of the customer. In this research, we discuss approaches for linking social and legacy profile data.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Consider Investing in an MDM Application or Extending Your Existing MDM Program to Meet Social Data Reconciliation Needs
  • Pursue the Use of Data Quality Tools With Logic and Matching to Identify Corresponding Customer Records in Disparate Business Applications If MDM Is Not Something Your Organization Can Manage Now
  • If You Don't Have an Application Budget to Develop a 360-Degree View of the Customer, Fall Back on Manual Links

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