If you search in google for “single customer view” you’ll get over 20,000 hits. If you search for “single business partner view” you’ll get zero – until I just posted this blog post.
Some time ago I wrote about getting a 360° Business Partner View elaborating on extending the 360° Customer View or Single Customer View (SVC) to embrace all sorts of party master data managed within the organization.
In fact there is at least the same amount of similar techniques used between
- managing supplier master data and business-to business (B2B) customer master data
as there is between
- managing business-to-business (B2B) customer master data and business-to-consumer (B2C) customer master data.
If you look at Customer Relation Management (CRM) systems almost every package is aimed at managing B2B data as the data model and the functionality supports real world B2B structures and how the sales force and other employees interacts with B2B customers and prospects.
Interacting with B2C customers and prospects is much more diverse and often supported by operational systems specialized for the industry in question like solutions for financial services, healthcare and so on.
A business partner is a party acting in the role as customer, prospect, supplier, reseller, distributor, agent and other forms of partnership. Sometimes the same party is acting in several roles at the same time thus potentially being both on the Sell–side and Buy-side of Master Data Quality management.
As sell side and buy side has intersections within party master data, in some industries we may also go deeper into identity resolution and find intersections between B2B entities and B2C entities. I’ve described these matters in the post So, how about SOHO homes. The business case is that some products in some industries are aimed at the households of business owners and the small businesses at the same time. This is for example true for industries as banking, insurance, telco, real estate and law.
All in all achieving a single view of business partners is a task going beyond traditional customer data integration (CDI) and stretching into areas traditionally belonging to Product Information Management (PIM). This is a business case for multi-domain master data management.