Data mapping

Handling customer data at your fingertips for a better customer experience

Have you, like me, ever had a bad customer experience? Or received promotional emails that seemed to be meant for someone else?
I, for one, get some every day, and often find them in my spam folder. If companies become a little too invasive in their communications without being relevant, I unsubscribe from their email list without the least bit of guilt.

These companies surely don’t mean to spam their clients. Most often, they’re forced to send emails blindly, without being able to use their customer data .
Providing a good customer experience rests on many elements, including being able to store customer data and use it when needed. This may seem easy, but for some companies, it poses quite a challenge.

Customer data: an abundant resource

On the one hand, a company’s data is a priceless asset.
Used properly, it can generate revenue. In fact, a great customer experience generates business value. A client who is addressed personally, or to whom you can offer fast and personalized service when needed, is a loyal customer who will keep providing you with business in addition to becoming a true brand ambassador.

On the other hand, your system data can also be counterproductive if used the wrong way. If the offers you send are too generic, chances are your customers won’t want to take advantage of them. Even worse, they may no longer want to receive your communications. Just like if you have them wait on the phone for too long because their data is not easily accessible, they are likely to be annoyed.

Data is held captive in its systems and formats

Data comes from different sources and is located in different systems (CRM, ERP, accounting systems, etc.), in various formats, making its optimal use in communications complex; it’s almost impossible to combine the data from different systems for communication purposes, for example.

This is why companies create generic communications. They send a number of communications to a given user, in different formats, without any real coherence between them, based on the system they come from. This gives those on the receiving end the impression that they’re getting communications from different companies, whereas it’s all coming from a single place.

 Finding a system capable of optimizing data use 

Today, these problems can easily be solved at a relatively low cost by installing a middleware system that can link the different systems, extract data to map it in a practical tool, and use it how it sees fit, in all of the company’s communications.

This simple system integration associated with data mapping gives companies the opportunity to easily create promotional and transactional communications that are very personalized, coherent, digital or traditional, without changing their existing systems, .

Think this perfect tool is hard to find and that it’s only for large companies? Have a look at and see for yourself.