By bringing the data about customers and their interactions into a single data store we were able to begin the process of combining this information into a unified view.
Our client is a Council based in Victoria. They were having difficulty providing a single point of resolution for customer service issues. This was because their customers details and interactions with Council were stored in multiple systems which were not interconnected. The impact of this was that customers were frustrated as they could not resolve queries quickly and efficiently despite – as far as they were concerned – interacting with a single entity. The Council officers trying to assist had to look through multiple systems which weren’t aligned so finding the right details was often challenging. They needed a Council Single View of Customer to properly understand and engage with their customers.
Over time Council’s customers had interacted with them in many different ways, each of which was handled by a different transactional system. This meant that customers appeared in multiple systems. Inconsistencies in how data was captured meant that matching customers across systems was not simple – and at times customers were duplicated within individual systems.
This posed a number of business challenges. Firstly, providing service to a customer was often disjointed as trying to track the many interactions was not a simple process. Second, because sensitive personal information was involved, making mistakes could attract a high cost.
By bringing the data about customers and their interactions into a single data store we were able to begin the process of combining this information into a unified view. Using Master Data Management (MDM) technology it became possible to uniquely identify customers across the various systems based on sets of rules. Where matches were not perfect a human could review to decide if they truly were the same person. Having now identified a customer across multiple systems, linking them back to all of their interactions became a much simpler process. The MDM tool could also send back the correct details of each customer to downstream systems, ensuring consistency.
Having the transactions in a single data store allowed rapid presentation of all engagement in a single interface. This meant customer service officers could easily view all interactions with Council in a single view. Resolving issues across multiple affected domains became a far simpler activity, driving better customer experience.
Council’s customer service team could now access a customer record and view all of their interactions. This gives a holistic view of how a customer has engaged with them, meaning they can now engage without looking like they are internally disconnected. This can drive better customer satisfaction and also internal efficiency.
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