Chapter 6. Social MDM and Customer Care

Improving customer care is a top priority for leading CMOs, who are trying to understand individuals as well as markets.1 Enterprises today are extending their customer care systems by integrating social media programs. The value of MDM to improve customer care is not new. MDM has been used for years to build, maintain, and leverage an enterprise-wide “single version of the truth” of customer data for the purpose of enhancing the customer experience. The novel aspect comes through additional insight that is derived, for instance, from social media that complements the existing knowledge of your customer base.

1. You can find the IBM 2011 CMO Study in [1].

Additional customer insight is also derived from ...

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