How to Sell Tampons
Customer Data Management
MAHDIS SEHAT RENÉ PAVEZ FLORES
Master of Science Thesis Stockholm, Sweden 2012
Customer Data Management
Mahdis Sehat René Pavez Flores
Master of Science Thesis INDEK 2012:89 KTH Industrial Engineering and Management Industrial Management SE-100 44 STOCKHOLM
1
Master of Science Thesis INDEK 2012:89
Customer Data Management
Mahdis Sehat René Pavez Flores
Approved Examiner Supervisor
2012-August-16
Mats Engwall
Commissioner
Jannis Angelis
Contact_person
Scania CV AB
Daniel Boëthius
Abstract As the business complexity, number of customers continues to grow and customers evolve into multinational organisations that operate across borders, many companies are faced with great challenges in the way they manage their customer data. In today’s business, a single customer may have a relationship with several entities of an organisation, which means that the customer data is collected through different channels. One customer may be described in different ways by each entity, which makes it difficult to obtain a unified view of the customer. In companies where there are several sources of data and the data is distributed to several systems, data environments become heterogenic. In this state, customer data is often incomplete, inaccurate and inconsistent throughout the company. This thesis aims to study how organisations with heterogeneous customer data sources implement the Master Data Management (MDM) concept to achieve and maintain high customer data quality. The purpose is to provide recommendations for how to achieve successful customer data management using MDM based on existing literature related to the topic and an interview-based empirical study. Successful customer data management is more of an organisational issue than a technological one and requires a top-down approach in order to develop a common strategy for an organisation’s customer data management. Proper central assessment and
MAHDIS SEHAT RENÉ PAVEZ FLORES
Master of Science Thesis Stockholm, Sweden 2012
Customer Data Management
Mahdis Sehat René Pavez Flores
Master of Science Thesis INDEK 2012:89 KTH Industrial Engineering and Management Industrial Management SE-100 44 STOCKHOLM
1
Master of Science Thesis INDEK 2012:89
Customer Data Management
Mahdis Sehat René Pavez Flores
Approved Examiner Supervisor
2012-August-16
Mats Engwall
Commissioner
Jannis Angelis
Contact_person
Scania CV AB
Daniel Boëthius
Abstract As the business complexity, number of customers continues to grow and customers evolve into multinational organisations that operate across borders, many companies are faced with great challenges in the way they manage their customer data. In today’s business, a single customer may have a relationship with several entities of an organisation, which means that the customer data is collected through different channels. One customer may be described in different ways by each entity, which makes it difficult to obtain a unified view of the customer. In companies where there are several sources of data and the data is distributed to several systems, data environments become heterogenic. In this state, customer data is often incomplete, inaccurate and inconsistent throughout the company. This thesis aims to study how organisations with heterogeneous customer data sources implement the Master Data Management (MDM) concept to achieve and maintain high customer data quality. The purpose is to provide recommendations for how to achieve successful customer data management using MDM based on existing literature related to the topic and an interview-based empirical study. Successful customer data management is more of an organisational issue than a technological one and requires a top-down approach in order to develop a common strategy for an organisation’s customer data management. Proper central assessment and