Cloud-based CRM Services Will Continue to Gain Traction, Focus on Master Customer Data Governance – 3 Tips

on Thursday, 25 July 2013. Posted in Enterprise Software , Blog

Cloud-based CRM Services Will Continue to Gain Traction, Focus on Master Customer Data Governance – 3 Tips


Customers want personalized service and value, but all too often, efforts to give them this are hampered by inaccurate data. The problem is the data, if left unchecked, will rapidly erode at a rate of 20 percent annually, according to Gartner. That becomes an issue, since you won’t be able to focus on the right customers!

First step you need to focus on what is your customer data and then establish agreement on customer data ownership, always base your governance on target areas:

Below is an example if you’re a B2B , I would focus on the following master data:

*Customer ID/name & parent company (if any)

*Credit Ratings

*Geographic Locations

*(Contacts (sales, billing, shipping)

*Addresses (Bill to, Ship To, mailing)


CRM Master Data

1) In my view your CRM should be attached to your ERP and ecommerce systems if you expect to get more integrated and efficient business processes, at a bare minimum understand where your master and slave data reside.

2) Always expect with a cloud base CRM, a change to your lead-to-cash process cycle – Start early and maintain as much as possible the vendor out of the box functionality.


3) Once you have established starting point, conduct a data inventory to understand where the data is currently created, modified, and stored. This will give everyone involved a common insight into the scale of the problem. You can do this at a high level by identifying data subject areas as the diagram above or by developing a simple footprint matrix showing systems against subject areas.

Don’t hesitate to share your thoughts and tips,

Comments (8)

  • Lynda Morrow

    Lynda Morrow

    25 July 2013 at 03:01 |
    Great advice thank you for sharing , we just started an MDM project and I would add is to make sure you have one accountable person per domain, we call them business champions.
  • Mario Lachab

    Mario Lachab

    25 July 2013 at 03:05 |
    Hey Alex, thanks for the article just started a CRM project.
  • Mark Thompson

    Mark Thompson

    25 July 2013 at 09:38 |
    We put in place a cloud crm to better manage our social filters 'what are people saying about our products ' and to quickly enable our sales and marketing team with mobile capabilities. Thanks for sharing.
  • Steven


    25 July 2013 at 11:09 |
    We are in the middle of a Cloud CRM project and I am amazed how easy integration has been with our internal systems, CRM providers have really improved from a couple of years ago.
  • Rejean


    26 July 2013 at 01:58 |
    I'm in agreement of what are you saying. Any Cloud CRM to suggest for a startup company?

    Thanks again!
  • Nathalie Fredette

    Nathalie Fredette

    26 July 2013 at 02:15 |
    We went with a cloud crm for integration especially with maps we used to hard code maps now we use the API from Bing maps
  • Mary Dubois

    Mary Dubois

    29 July 2013 at 19:17 |
    A round of applause for your blog, thanks for sharing and enjoy the two way communication with the comments feature.
  • Michael


    30 July 2013 at 13:20 |
    I really enjoy the blog.Thanks Again. Will read on...

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