Developing a customer master data management model to enable data-driven customer-centricity

Abstract

This thesis aims to identify weaknesses in customer data management within the case organization and address them through the development of a Customer Master Data Management (CMDM) model. The CMDM model provides actionable steps for improving customer data management, focusing on organizational factors and processes essential for achieving a single source of truth for customer data. The study draws on the strengths of two established Master Data Management models, Gartner's Seven Building Blocks of MDM (Radcliffe, 2007) and Reference Process Model for MDM (Reichert et al., 2013), adapting parts of them to the needs of the case organisation.

Employing a qualitative field study approach, including semi-structured interviews, observations, and analysis of internal documents, this research identifies critical challenges in the organization’s customer data management. Key shortcomings include a lack of ownership, unclear definitions of customer data, unstructured processes, and poor communication and collaboration. These issues undermine the quality and efficiency of customer data management. To address these issues, the CMDM model focuses on basic elements such as vision and strategy, governance, data modelling, data lifecycle and quality management processes, and performance monitoring aligned with strategic objectives. The study underscores the pivotal role of communication and collaboration in fostering stakeholder engagement, trust, and alignment with shared CDM objectives.

While the study is limited by its focus on a single case organization and the absence of practical implementation due to time constraints, it provides a foundational framework for CMDM improvements also for other similar organization. Future research could evaluate the model’s effectiveness through practical implementation.