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

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1.2. The "Driving Test"

Let's use our regular banking experience as an example. I call this the "driving test" to see whether a bank is customer-centric in the way it interacts with me. Here's how the scenario works:

Let's start with my bank profile. I have a few accounts with my bank—a personal savings account, a personal checking account, a personal credit card with which I have joint ownership with my wife, and a brokerage account to manage my investments; I also have a company savings/checking account for the small business that I own and run from my home (called ABC Corporation), another credit card for my business, and a trust account for which my two daughters are the beneficiaries. I don't have much money in my personal savings and checking ...

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