Data Management for Customer Relationship Management: A Web-Based Approach

This study leverages the registry style to implement a master data management (MDM) system to streamline customer data management in two enterprise resource planning (ERP) systems at a manufacturing company. By developing a web-based data management system using a process-driven, problem-oriented implementation strategy, the study operationalises an MDM system for customer relationship management (CRM) in the company. Managerial lessons related to factors such as: a) change management; b) communication; c) avoidance of middlemen were identified. Additionally, five key technical lessons were identified. A post-implementation review with open-ended survey questions was performed to qualitatively assess the project. Also, using the install base measure and associated cost, we quantitatively evaluated the project. The results indicated that the company exceeded projected efficiency targets which resulted in better user satisfaction and better customer relationship management. We present this research as an experiential study and note its implications for MDM implementations in other contexts.