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Hear how to use MDM to better know your customers at the Gartner MDM Summit

Telecommunications companies are experiencing growing and changing customer expectations.  Along with offering a gamut of new products and services, telecommunications companies are tasked with providing customers with simple and convenient access to their account information anytime and anywhere.

MDM helps improve the quality of customer information at an enterprise level while supporting anytime anywhere access, and leading to improved customer satisfaction.

At the Gartner MDM Summit in Las Vegas next week, I’ll be discussing SaskTel’s journey into MDM.

SaskTel is the leading full service communications provider in Saskatchewan, with $1.14 billion in annual revenue and over 1.3 million customer connections. With over 5000 employees, SaskTel added $610 million to the Saskatchewan economy in 2008.

Like any large company, we faced problems that stemmed from growth, including siloed customer information and longer than desired delivery times for introducing new services resulting from introducing new data models that differed from legacy ones. We recognized the opportunities that unified, better quality data could provide, including:

• An enhanced customer experience to support address changes, self-service, and reduced delivery times
• Improved marketing effectiveness through better contact lists and fewer redundancies
• Increased ability to meet regulatory, privacy, security and compliance mandates

We knew we needed a master data management (MDM) solution that could meet several criteria to enable these opportunities. It had to manage multiple data domains (customers, products and resources) and complex hierarchies. In our business, we needed to be able to see not only our B2C relationships, but also our business customers, not to mention households.

At the same time, data stewardship and data quality improvements were essential. We also needed to ensure that any MDM solution we implemented met our rigorous application and infrastructure requirements while supporting both operational AND analytical MDM.

So how are we doing today? We’re well underway, currently mastering customer information across 11 sources from various functions, including billing, customer services, self-service and account management. We’ve got a plan and a roadmap and have begun to see great results. By thinking big but starting small (with senior management support), our MDM rollout is beginning to show ROI and provide real benefits for our company and our customers.

Join me at the Gartner MDM Summit on Friday, April 16 at 8:45 AM and learn more.