The 360 Ways to Improving Customer Experiences

In today’s blog post over on The Disruptive Master Data Management Solutions List the CEO of AllSight, David Corrigan, examines 3 Reasons MDM No Longer Delivers a Customer 360.

In here David explores the topics in the new era of the customer 360 degree view being encompassing all customer data, covering analytical and operational usages and improving customer experience.

The post includes this testimonial from Deotis Harris, Senior Director, MDM at Dell EMC: “We saw an opportunity to leverage AllSight’s modern technology (Customer Intelligence), coupled with our legacy systems such as Master Data Management (MDM), to provide the insight required to enable our sellers, marketers and customer service reps to create better experiences for our customers.”

By the way: Being a MDM practitioner who have spent many years with customer 360 and now spending equal chunks of time with product 360, I find the forward-looking topics being very similar between customer 360 and product 360. In short:

  • The span of product data to handle has increased dramatically in recent years as told in the post Self-service Ready Product Data.
  • We can use the same data architecture for analytical and operational purposes as mentioned in the post The Intersection of MDM and Big Data.
  • It is all about creating better experiences for your customers.



Welcome AllSight on the Disruptive MDM List

I am thrilled to welcome AllSight as the next disruptive MDM solution on The Disruptive Master Data Management Solutions list.

AllSight2I resonate very well with the AllSight Advantage that is: “The hardest part about understanding the customer is representing them within archaic systems designed to manage ‘customer records’.  AllSight manages all customer data in its original format.  It creates a realistic and accurate likeness of who your customer actually is.  Really knowing your customer is the first step to being intelligent about your customers.”

A true disruptive approach in my eyes.

Check out the full Disruptive Master Data Management Solutions list here.

Gall’s Law, Minimal Viable Product and Product Information Management

Back in 1975 John Gall expressed this law: A complex system that works is invariably found to have evolved from a simple system that worked. A complex system designed from scratch never works and cannot be patched up to make it work. You have to start over with a working simple system.

Since then, we have learned the term Minimal Viable Product, which has the same sentiment.

Building a product from scratch by starting small and making that work in a context new to most potential users is close to me these days. The Product Data Lake venture I am involved with is exploring some frontiers as:

Our business model also allows you as a partner or customer to start small and influence the solution while you achieve the business benefits in a more and more profitable way.

As a subscriber you can grow with us through these phases:

  • Skateboard: Start testing with a selected trading partner. As a manufacturer you can push your product information in your way and as a merchant you can pull this information in your way.
  • Bicycle: Pedal further by including more trading partners. It will be a win-win for everyone.
  • Motorbike: Fuel the business benefits by reaching out to dozens of trading partners.
  • Car: Encompass all your regular trading partners in a comfortable journey where you – and your trading partners – will sell more and reduce costs.


How to Combine eClass and ETIM

eClass and ETIM are two different standards for product information.

eCl@ss is a cross-industry product data standard for classification and description of products and services emphasizing on being a ISO/IEC compliant industry standard nationally and internationally. The classification guides the eCl@ss standard for product attributes (in eClass called properties) that are needed for a product with a given classification.

ETIM develops and manages a worldwide uniform classification for technical products. This classification guides the ETIM standard for product attributes (in ETIM called features) that are needed for a product with a given classification.

It is worth noticing, that these two standards are much more elaborate than for example the well-known classification system called UNSPSC, as UNSPSC only classifies products, but does not tell which attributes (and with what standards) you need to specify a product in detail.

There is a cooperation between eClass and ETIM which means, that you can map between the two standards. However, it will not usually make sense for one organization to try to use both standards at the same time.

PDL How it worksWhat does make sense is combining the two standards, if there are two trading partners where one uses one of these standards and the other one uses the other standard. The place to make the combination is within Product Data Lake, the new service for exchanging product information between manufacturers and merchants. Here, trading partners can make a:

How Bosch is Aiming for Unified Partner Master Data Management

A recurrent theme on this blog is the way organizations should handle party master data management as examined in the post What is Best Practice: Customer- and Vendor- or Unified Party Master Data Management?

What I advise my clients to do, is to have a common party (or business partner) structure for identification, names, addresses and contact data. This should be supported by data quality capabilities strongly build on external reference data (third party data). Besides this common structure, there should be specific structures for customer, vendor/supplier and other party roles.

This week I attended the MDM event arranged by Marcus Evans in Barcelona. The presentation by Udo Couto Klütz of the industrial giant Robert Bosch highlighted the clever way of handling customer master data, by having a partner master data concept.


At Bosch they have reached the conclusion, that unified partner master data management is the way to achieve:

  • A single source of truth
  • Transparency
  • Standardized processes
  • Worldwide applicability
  • One compliance standard
  • Increased efficiency

I absolutely agree.

PIM-2-PIM and More Business Outcome

The importance of having a viable Product Information Management (PIM) solution has become well understood at companies participating in supply chains. Having a PIM solution provides business outcome as told here on the blog in a recent guest post featuring the Pimcore PIM solution. The post is called Investing In PIM Is Like Investing In Customer Value.

The next step towards more business outcome from PIM is to handle product information in close collaboration with your trading partners.

At Product Data Lake we provide such a PIM-2-PIM solution. Instead of the old way of collecting product information via spreadsheets and portals, we facilitate that trading partners connect as examined in the post What a PIM-2-PIM Solution Looks Like.

By doing that both manufacturers and merchants will be able to sell more and at the time reduce costs of product information exchange as shown in the post Sell more. Reduce costs.

Sell more Reduce costs