Luxury Brands Focus on Quality of Customer Data, as Globetrotting Buyers Expect to Be Known Wherever They Go
Providing a seamless omnichannel and global in-store experience posed a stiff challenge for one multi-brand company that manages more than 15 luxury brands. They needed to satisfy their highly demanding clientele, who are connected, mobile and travel extensively around the world. The company met the challenge with a solution from Precisely, which helps ensure that customer information is complete, consistent, accurate and easy to manage.
Ensuring accurate customer information will provide a foundation for the company’s growing omnichannel strategy.
As part of a worldwide program that included a CRM solution, a point-of-sale (POS) alignment, and an in-store clienteling application, the company set out to align customer information for each of its brands globally and across channels, giving them a single customer view. To do so, the company first had to improve the quality of its customer information. “This was a specific requirement from our brands,” notes the company’s worldwide CRM manager. “We needed to ensure the cleansing of our data and the digitization of our customer information, brand by brand.”
Having requested proposals from several major data quality providers, the company was impressed with the breadth and stability of the Precisely solution. “The main differentiating factor was clearly the way Precisely can manage the end-to-end process of customer information management, from data quality to data governance worldwide,” the CRM manager says.
The company leveraged several components of the modular Spectrum platform. Spectrum Data Quality Connectors align the data in its Salesforce customer relationship management (CRM) and its enterprise resource planning (ERP) applications. The Spectrum software validates and cleanses data in real time at the point of entry, or as part of a routine batch data improvement process.
Another feature that proved critical was the ability to seamlessly verify and correct address data from many countries, which differ widely in addressing format and language. Spectrum Advanced Global Address Management supports data sources that may include not only addresses, but also emails and phone numbers, which deliver more accurate and complete information for marketing campaigns.