Customer is the focal point of every business or service organization.
Past and present information about customers is critical for targeting and developing products and services, identifying trends and predicting the future customer base and their needs.
It is the three elements of customer, product and order/transaction that are critical to every organization and without which they are blind and without a cohesive data architecture.
An enterprise-wide view of customer needs to incorporate two distinct and different types of customers:
Each of these types of customers have different attributes, characteristics, data and marketing objectives.
The Individual Customer data model focuses upon the 'human' or individual customer.
Individual customers have a broad range of characteristics that are well-suited to being quantified by data. This data can be applied discretely or combined to provide a broader view of the individual customer attributes, characteristics, activities and relationships over time via analytic techniques.
|Family Life Cycle||Income|
Whether applying profiling, crosstabulation or linear regression techniques these analytics depend upon accurate, consistent and clearly-defined data.
The planning, structuring and accumulation of this data requires data models that reflect industry best practices, incorporate real-world/third party data and a knowledge of how the business and industry use and interpret data.
This is the where data models are critical for understanding 'individual customer'. It is the best-practice data model that provides the representation or 'picture' of that data, its relationships and structure.
In practice developing a comprehensive view of customer requires the integration of existing/legacy data, third-party data and new dimensions of customer previously not considered or implemented.
That common representation of individual customer data is the Individual Customer model, which draws 25 years of experience dealing with customers across a variety of industries and integrated third-party data (ex: Equifax, Transunion and Experian) to provide a data architecture providing a comprehensive view of customer.
This data architecture provides a clear picture of what can be achieved and compared to what exists, which then facilitates planning and strategies to acquire and integrate data over a period of time.
The Individual Customer model can be seamlessly integrated with other ADRM Software models such as Individual Customer Credit & Collections, Legal Entity Customer, Legal Entity Customer Credit & Collections, Customer Service and Marketing & Advertising.
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