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MDM for Customer Data: Optimizing Customer Centric Management of Your Business by Kelvin K. A. Looi

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3.2. The Birth of MDM for Customer Data

In the late 1990s, businesses sought for a better real-time application to manage customer data at an enterprise level, in order to maintain trusted customer information. Many organizations tried to use client files from back-office applications, Customer Relationship Management (CRM) solutions, or data warehouse solutions to manage customer data in one place and thus enable their customer-centric initiatives. All these technologies, however, were lacking in one aspect or another.

One of the earliest organizations to use Master Data Management (MDM) was an insurance company, and we'll use this company as an example throughout this chapter. The IT management of this insurance company wanted a better way ...

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