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Managing data for a single customer view

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Companies need to examine whether they are capitalising on the technology at their disposal to gain a single customer view or if they are missing out on key opportunities, writes PETR HAVLIK, MD of CyberPro Consulting.

Master Data Management (MDM) has a critical role to play for companies looking to gain a single view of a customer. With the New Year well underway, organisations need to start examining whether they are effectively capitalising on the technology at their disposal to achieve this view – or whether are they missing out on key opportunities.

According to a survey undertaken by Gartner, 89 of respondents believed that customer experience will be a primary basis for competition by 2016. Well its 2016 now, so businesses need to pay attention to their customer’s needs if they want to remain competitive – and a good place to start is through MDM – as MDM provides a common language to all the data that a business deals with.

So what does this mean?  Well, firstly, MDM is very business-focused; as opposed to a pure technology-driven approach.

Previously larger companies have struggled with silos of data that exist within the organisation, as it becomes very difficult to consolidate data, especially when divisions inside the business have different approaches around data management. So this meant that in the past, companies relied on customer relationship management to try gain a consolidated view of their customers. However, today a more effective approach is to examine a dedicated MDM strategy that seeks to combine data quality and matching, as well as integration into the source system – all strung together with a golden thread that will unify all information inside the organisation.

Ultimately, it boils down to gaining an understanding of a customer – to present data into a business format, one that actually works for the organisation. The present reality that exists, is that if you phone your bank, for example, many will not have a common view of you, as a customer. So the credit card division might have one view of you, while the home loan department another – which can cause frustration and wasted time.

The good news, however, is that the move to embracing this single view of the customer started in earnest for most large enterprises around five years ago. Unfortunately, many organisations are still struggling to fully realise the value of these projects.

Which leads to my point on MDM, as it can offer a consolidated report of a customer’s needs to a business all while, allowing the organisation to cross-sell and upsell tailored solutions to a customer – which can be very valuable to an organisations ongoing growth and ability to remain sustainable in a very competitive marketplace.

However, like all solutions, to capitalise on its benefits correctly, companies need to understand the data they actually have. This means ensuring data is kept clean and up-to-date, as well as keeping data synchronised across all divisions. Traditionally, this had to be done with a lot of custom software development and human intervention, but thanks to MDM, it can now be automated, although it still requires a substantial commitment to get right.

Of course, if you want MDM to work effectively, the data quality has to be there, given that MDM strives to match all the data in the organisation and define a golden record (which is one master data set of a customer, supplier, and so on).

So, while MDM can deliver value, the value is underpinned by its ability to understand a customer and the relationship that person actually has with the company. This means that in 2016, where customer understanding and value is a priority for many organisations – MDM can provide the organisation with the ideal way to get ahead – so what are you waiting for?

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CES: So long, and thanks for all the beer!

Last week, the Las Vegas expo showed off its fun side with state-of-the-art technologies for enjoying beer, writes BRYAN TURNER

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From craft beer-making machines to robots that pour beer, CES had more beer than usual in Las Vegas last week. And even free beer if you found the right stand. Stampede’s saloon-style booth offered beer to visitors who tried out its latest drones, virtual reality, and other gaming products. No beer tech, though.

Here are some of the beer technologies that stood out:

LG HomeBrew – Craft beer made at home

LG’s HomeBrew craft beer-making machine,  debuted at CES 2019, brings the brewing process home thanks to single-use capsules,  a self-cleaning feature, and an algorithm optimised for fermentation. 

Like a Nespresso coffee machine, the beer maker uses capsules, which contain malt, yeast, hop oil and flavouring. At the press of a button, LG HomeBrew automates the whole procedure from fermentation and carbonation to ageing. A companion app lets users check HomeBrew’s status at any time during the process, from their handsets.

The beer machine not only offers a simple way to make craft beer, but also enhances the quality of beer it makes. The fermentation algorithm intelligently controls the fermenting process with precise temperature and pressure control. It automatically sanitises itself, using nothing more than hot water, ensuring everything is hygienically clean for the next batch.

Designed with discerning beer lovers in mind, HomeBrew allows for in-home production of batches of more than 4 litres of beer in a variety of styles. The following five distinctive, flavoured beers are available now: 

  • Hoppy American IPA
  • Golden American Pale Ale
  • Full-bodied English Stout
  • Zesty Belgian-style Witbier
  • Dry Czech Pilsner

The only catch? It takes about two weeks to make, depending on the beer type.

“LG HomeBrew is the culmination of years of home appliance and water purification technologies that we’ve developed over the decades,” said Dan Song, president of LG Electronics Home Appliance & Air Solutions Company. “Homebrewing has grown at an explosive pace, but there are still many beer lovers who haven’t taken the jump because of the barriers to entry, like complexity, and these are the consumers we think will be attracted to LG HomeBrew.”

Click here to read about the party speaker that holds beer and robots that pour beer.

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CES: Alienware gets Legend-ary

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At CES in Las Vegas last week, Dell’s Alienware released a family of high-end, thin, light, and affordable machines for both amateur and professional gamers – and a new identity.

Alienware marked CES 2019 as a brand milestone with the debut of a new design identity, Alienware Legend. It aims to set a new bar of excellence for what gamers want most – performance and function. Alienware says it evaluated multiple concepts and chose one that was the biggest and boldest departure from its current look.

Alienware Legend, says the company, stays true to the brand’s core design tenets, taking cues from its deep roots in sci-fi culture and its early industrial designs, to distinguish the brand from the rest of the industry. The new Legend design is optimised with cutting-edge thermal cooling technology to achieve and sustain overclocking power, improved AlienFX lighting, and ultra-thin screen borders. It also unveiled a new “three-knuckle hinge” design that reduces the overall dimension while creating a stronger assembly, all combining to yield a better gaming experience.

“We’re excited to come to this year’s CES with some truly groundbreaking products, next-gen software and strategic partnerships that will bring more people to experience PC gaming and advance the industry,” said Frank Azor, vice president and general manager of Alienware. “The legend design answers the call for more and better from our gaming community, and the new G Series laptops will make PC gaming even more accessible to those looking for high-performance gaming at a cost they can appreciate.”

Click here to read about Alienware Legend in action with the Area-51m and m-series laptops

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