Customer Data Integration: Reaching a Single Version of the Truth

MANAGER DO’S AND DON’TS

In positioning CDI internally, it’s important to start off on the right foot. After all, you’re in the role of change agent, so tread carefully.

• Do realize that—if you’re in the position of pitching CDI to your organization—you’ll probably have to do some missionary work. Prepare some basic material about CDI, or use some of the concepts we’ve introduced here to educate constituents about CDI’s potential value. And remember that the people you’re trying to win over are probably passionate about the way they do their jobs today. Be mindful of the quote from psychologist William James, who said, “Whenever two people meet, there are really six people present. There is each man as he sees himself, each man as the other person sees him, and each man as he really is.”

• Don’t advocate replacing an existing application or system that is perceived as successful. It’s usually more expensive to buy a new car than to fix an old one, and system replacement arguments usually involve more politics. The only time an existing application is fair game is when its maintenance work involves repeated resolution of data integration errors, and thus maintenance costs are higher than normal.

• Do focus CDI opportunities on new application development where integrating customer data will be a core component in realizing the new system’s functionality.

• Don’t limit your ROI options for CDI to cost savings opportunities. It’s important to recognize that business growth often ...