Your customers don’t like to repeat themselves. Once they have identified themselves and told you something about them, they expect you to have a memory like an elephant and to remember it forever and always. If you don’t remember, they assume that you don’t care. I’m sure that you care about your customers, don’t you?
Remember My Order
Many restaurants will suggest that they will prepare your meal exactly as you request, but they rarely remember you. This is to their detriment and they treat you like a stranger each time you walk through the door. This is just not true anymore in the digital world.
When you order your pizza online, you expect the online system to remember your favorite pizza — and if it doesn’t you’ll go to a different pizza company that does take time to invest in its customers. When you buy a book online, you expect that the system will remember that book and suggest other books by similar authors or similar topics. Not only is this good business, but it is the expectation in the 21st century.
This is not just true in the restaurant or e-commerce industry. When we are sick, we want our pharmacist to realize the drugs we’ve already taken and advise us of complications. We want our doctors and nurses to know the medicines that cause reactions in our bodies, and thus avoid those and those that are similar. In short, we desire that the people we do business with know our habits and our buying patterns. We want their memory to be almost as perfect as our spouse’s when remembering those details.
It Is Possible
A master data management (MDM) system can remember all of this information and deliver it to be used within the organization. This means the data must be transferred to any and all applications in the enterprise immediately upon each interaction. The data cannot be simply stored in a database for reference, but rather available in a decision memory grid for all applications to instantly access.
The only way that you can effectively remember all of the information about your customers is to use that information throughout the enterprise. A decision memory grid is essential to allow information to flow rapidly to all points. TIBCO ActiveSpaces is a persisted grid of information that can radically change the way your enterprise uses information.
