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?
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.
Five key biometric facts
Due to their uniqueness, fingerprints are being used more and more to quickly identify and ensure the security of customers. CLAUDE LANGLEY, Regional Sales Manager, for Africa at HID Global Biometrics, outlines five facts about the technology.
How many times in a day are you expected to identify yourself? From when you arrive at work you are required to sign in, visiting your bank, receiving healthcare services… The list is endless. When a system knows who you are, you are able to do any number common, everyday activities. Your identity is unique and precious. It is also easily stolen and the target of many hackers across the globe. Technology is constantly evolving alongside the criminal element, always looking for ways to protect data and identity. One such solution happens to be biometrics and it is rapidly gaining traction in our increasingly complex modern world.
Reliable, secure and fundamentally YOU, unique biometric traits such as fingerprints are being used by banks, enterprises and consumers to verify identity. Biometric solutions offer significant identity protection because they use unique biological details to ensure an account is only accessed by the account holder, a door only opened by the owner. Here are five things that are little known about this technology…
- The uncut identity. Your fingerprint is unique to you. Nobody can use a copy of it to impersonate you. Good technology is capable of scanning down into the layers of the fingertip to differentiate unique elements of a person’s fingerprint, this data is then encrypted and used as a key to unlocking whichever physical or virtual door that the biometric system protects.
- The living proof. No, there is nothing to the stories of fingerprints being used without their owner’s knowledge or permission. Biometric solutions can use specific variables to determine if the finger used to access the system is that of a present, living person. A copy or a fake cannot be used to access a cutting-edge biometric solution.
- Easy and convenient. Queues and documents and paperwork may well be a thing of the past should biometrics take a firmer grip of government and banking systems. The process of registering is easy, and access to identity documents and records is yours alone.
- Security blanket. A thousand passwords and a hundred post-it notes stuck on walls and drawers. An excel file with a list of sites and applications and their corresponding passwords, all a thing of the past. Nobody needs to remember their password with biometrics, they only need to show up.
- Anywhere is cool. Schools, airports, networks, offices, homes, toilets, banks, libraries, governments, border controls, immigration services, call centres, hospitals and even clubs and pubs – knowing “who” matters and biometrics can quickly and conveniently confirm your identity where needed.