Symptoms
- Marketing campaigns hitting incorrect segments
- Duplicate customer profiles across systems
- Inconsistent customer history for support agents
Root Causes
- Ad-hoc syncing of customer data
- No master data management strategy
- Lack of unique identifiers across platforms
BigCommerceCRMESP
Impact: Ineffective personalised marketing, wasted ad spend, diluted customer loyalty programs, and compromised customer service quality due to incomplete information.
Cogent Approach: We design a clear customer master data strategy, establish rules for data harmonisation across BigCommerce, CRM, and ESP, and implement processes for identifying and merging duplicate records, ensuring a single customer view.