ORACLE SALES CLOUD (Fusion CRM) Customer Data Management – Identify your “Golden” customer

Do you know?

  •     “#1 reason CRM projects fail: Data Quality.”
  •     “..Fortune 1000 enterprises will lose more money in operational inefficiency due to data quality issues than they will spend on data warehouse and CRM initiatives.”
  •     “…recent study cited poor data quality as the biggest inhibitor to successful CRM implementations…”
  •     “Only 30% of BI/DW implementations fully succeed. The top 2 reasons for failure? Budget constraints and data quality.”
  •     “Data integration and data quality are fundamental prerequisites for the successful implementation of enterprise applications, such as CRM, SCM, and ERP.”

** Sourced from Gartner Report.

Why Customer Data Management in CRM?

Fragmented inconsistent Customer data hides revenue recognition, introduces risk, creates sales inefficiencies, and results in misguided marketing campaigns and lost customer loyalty.

You’ve been analyzing terabytes of customer data for years. You’ve told your customers and stakeholders that your organization is customer-centric. But your customer data is unreliable and it’s affecting your ability to retain customers, minimize fraud and manage privacy. According to Forrester, 92% of companies believe having an integrated view of customer data is either “critical” or “very important.” Only 2% have actually achieved that goal.

Why have only very few of companies achieved a 360 Degree Customer view?

  • Customer data is often created and maintained in non-CRM systems, so different departments have different view of the customer.
  • Customer Data isn’t about reusing or dumping your data warehouse into CRM application. A data warehouse is an analytical solution, not an operational, transactional solution.
  • Customer Data isn’t about building your own customer master application. That’s too risky–and expensive and practically not possible.

The problems that arise from inconsistent, incomplete, inaccurate customer data are very real resulting in unproductive sales teams with duplicate reps working on duplicate accounts, ineffective marketing with duplicate leads, and poor customer service. Sales reps depend on their CRM system to track their customers, and sell more to the install base. They want to know that the customer data in the CRM system is accurate and complete.

Oracle Sales Cloud Customer Data Management

Oracle Sales Cloud (Fusion CRM) has an embedded customer data management capability so that sales reps can trust their account and contact data in CRM. Sales reps can manage accounts effectively, run email campaigns using correct contact information, and up-sell and cross sell opportunities with confidence. Accurate and rich customer data is a cornerstone of an effective and efficient sales team, and can have a significant impact on the bottom line.

Oracle Sales Cloud Customer Data Management provides the capability to manage a customer record over its complete lifecycle – from analyzing/measuring the quality of customer data, to identifying potential duplicates, merging them, standardizing the record, cleansing and validating the address, updating the record over time, enhancing it with third party data, and monitoring data quality over time.


Oracle Sales Cloud Customer Data Management has two key components

  1. Oracle Fusion Customer Hub
  2. Oracle  Fusion Data Quality.

Oracle Fusion Customer Hub

Oracle Fusion Customer Hub takes the complexity out of maintaining clean and complete customer data in CRM. It is an administrator tool that enables data stewards to consolidate and remediate account and contact data from various sources. The administrators can import bulk data from internal or external data source, clean and de-duplicate records, and create the “Golden” customer records, essentially the single source of truth.

With a “Golden” customer record, an enterprise has a single consistent, accurate customer view that can be used across multiple systems and business units. A single view provides a holistic picture that allows for rationalized account planning, improved sales execution, and true customer profitability.

Oracle Fusion Data Quality

Oracle Fusion Data Quality is an add-on to Oracle Sales Cloud which provides,

  • Catch duplicate entries of data being entered online
  • Provide real-time and batch address verification
  • Enable contact and account fuzzy searching and matching during data import

These are enabled in all the data entry methods within the application, whether the data entry is accomplished via UI, batch import or real time integration. Once potential duplicates are identified, it provides mechanisms to resolve the duplicates.

Data stewards can either physically merge the duplicate records, or link them. In the link scenario, each individual record would remain untouched in the application and can be used in future transactions while a duplicate relationship/link is established between the records. With merge, only one record would remain, the rest of the duplicates are no longer able to be associated with new transactions. This provides flexibility and satisfies companies’ various business situations.

Key Features in Oracle Sales Cloud Customer Data Management :

Oracle Sales Cloud Customer Data Management performs a source of clean, complete, distinct and accurate customer data for entire organization. The primary roles are

  • Consolidate & Give a unique complete set of Master Customer Information
  • Track and Maintain changes over time
  • Distribute the information as single point of truth for all operations & analytical applications.

Let’s see few capabilities of Customer data management which helps to accomplish the above points.

Trusted Customer Data: The CDM has evolved and developed over many years to the point where it is able to master not only the customer profile attributes required extended to Account, Contact, Address and Product.

Consolidate: The “consolidate” capability solves this problem by delivering rich set of interfaces, standard compliant services and processes necessary to consolidate customer information. The Key features:

  1. Source Data history: CDM maintains history of all changes made over period of time. This allows data steward not only see the lineage association also attributes to survivorship which contributes to best version of Customer profile.
  2. Rules Based Survivorship: CDM  has been significantly enhanced to include rules based survivorship that now not only includes pre-seeded rules but also allows users to define any new rule in addition to allowing users to integrate CDM with any other rules engine.

Cleanse: The “Cleanse” provides an end-to-end integrated data quality management functionality that standardize and cleanse the data, match and de- duplicate the data and finally enrich the data to create the best version master record. One of the key features of the “Cleanse” includes, Address Validation/Parsing.  Mailing address data is the most fundamental information used by the operational systems. CDM delivers a powerful and comprehensive parsing and address validation features by including pre-integrated adapters to Enterprise Data Quality products.

Data Decay: “Data Decay” refers to the way in which managed information becomes degraded or obsolete or stale over time. CDM provides data decay dashboards to monitor and fix the data decay of Account and Contact records.

Govern:  The “Govern” enables users to “govern” master data across the enterprise using a few key capabilities like analytical dashboards, enhanced stewardship and history and audit features. Through its ease of use, the dashboards  accelerates the data’s time- to-value and helps to drive better business results by:

  • Pinpointing where data quality improvement is needed;
  • Enabling the data stewards to take corrective action to improve the quality and completeness of the Customer and Contact data;
  • Helping to improve organizational confidence in the information.

Bottom Line:

Having clean data over an extended period of time requires commitment, and more importantly it requires processes and technology. A clean, complete and holistic view of your customer is vital in today’s fast paced, dynamic business environment.

 Oracle Sales Cloud Customer Data Management provides you with the tools and functionality you need to aggregate and maintain the knowledge about your customers that will lead to better sales execution and higher sales success.

For any Feedback/ clarifications
Jai Krishnan
Lead Business Consultant
CRMIT Solutions Bangalore