Gartner Research

MDM Is Critical to CRM and Customer Experience

Published: 15 March 2017

ID: G00318635

Analyst(s): Bill O'Kane , Kimberly Collins


Master data management is a critical success factor in constructing and executing optimal customer experience management processes. Application leaders responsible for CRM and CX projects or programs must incorporate the MDM discipline into their overall strategy.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • MDM is critical for application leaders to create the 360-degree view of the customer required for the most optimized CX
  • MDM provides opportunities for application leaders to effectively address the challenges in integrating big data sources, such as social networks, and external data brokers
  • MDM enables application leaders to streamline and enhance marketing, digital commerce and customer service processes

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