To succeed in the communications arena, you must know the full set of relationships each customer has with your company. This demands that you have complete, accurate customer data readily available across all points of service and in all back-office systems throughout the enterprise.

Achieving this level of data integrity and accessibility is never easy, and many factors specific to the communications industry make it exponentially more difficult:

• New customer applications, new data sources, globalization, cross product applications and a flurry of merger and acquisition activity continually add new customer data, creating duplicate and triplicate records that don’t always link to the others
• Customer databases are often incomplete, lacking product relationship profiles, and transactional, behavioral and demographic data needed for successful marketing initiatives
• Services span multiple lines of business and multiple customer touchpoints
• Integration of customer data across family members and households requires linking of asset hierarchies and separation of individual assets from shared assets

As a solution, communications providers have invested heavily in Customer Relationship Management (CRM) systems. However, achieving a complete, accurate and up-to-date personal profile of each customer and every transaction typically remains elusive.

Initiate Systems Can Help

Our acclaimed Initiate software provides a trusted system of record for each customer, household, organization or other entity, on demand, by accurately identifying the relevant duplicate and fragmented records and linking them — within, as well as across, all data sources. As a result, you recognize your best customers, gain better and new business intelligence from your data, and use your marketing money more efficiently.

With accurate, on-demand strategic data management, you will be able to answer questions that are critical for running your business effectively:

• How many unique customers do you have?
• Can you identify your customers and prospects by profitability, credit history, transaction history or sales history?
• Is there a global customer database you can mine to run a campaign that crosses lines of business in specific markets?
• Do you know all the products owned by any one customer or any one household?
• Prior to an acquisition, can you accurately determine post-merger market share to gain regulatory approval? Are you valuing the deal with accurate information? Are you cannibalizing your customer base?

 Learn more about how Initiate software works.