Gartner Research

Powering Customer Experience With the Trusted 360-Degree View

Published: 26 May 2015

ID: G00272027

Analyst(s): Saul Judah, Bill O'Kane

Summary

Business demand is still growing for the 360-degree view of the customer, driven in large part by desire to improve the customer experience. Enterprise information management helps customer experience, CDOs and other information leaders ensure that trusted data is available for this view.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Requirements for a trusted 360-degree view of the customer to enhance the CX are forcing information leaders to initiate or expand MDM programs at an increasingly rapid pace
  • Information leaders at CX-focused organizations that have already adopted MDM are now broadening those capabilities to EIM to produce equally trusted and accessible nonmaster data to complete the 360-degree view required for enhanced CX

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