BSI Improves Accuracy, Boosts Sales with Single Customer View
BSI (British Standards Institution) is the United Kingdom’s national standards body and the originator of many of the world’s most commonly used standards. The company works with more than 64,000 clients in 150 countries. BSI used the Oracle Enterprise Data Quality Management suite to create a single, accurate, complete record of each client in just one month. As a result, the accuracy of its customer and corporate data has improved to nearly 100 percent, and BSI can refresh information four times faster.
The project began with a simple need: BSI wanted to optimize customer insight by creating master customer records that captured each client’s profile, purchasing history, ...view middle of the document...
In addition, by standardizing names, dates, and values in corporate and customer records, BSI could improve the performance and productivity of its marketing, sales, and operations teams, improving the match between customer needs and BSI services.
The need for standardization also extended to the publications, training documents, tools, and services that BSI sells online. They needed to ensure consistent coding, description, and pricing formats in their electronic catalogue.
Always conscious of costs, BSI wanted to complete this master data management project using its existing staff resources, despite a 20-percent, year-over-year increase in data volume.
BSI chose Oracle Enterprise Data Quality automated cleansing, matching, and profiling solutions for their intuitive functionality, adaptability, and value. IT professionals used the software to aggregate more than 5 million disparate data records held in multiple databases and formats into a set of “golden” customer records that span a four-year period and include transaction histories of all products and services. The results have been impressive―BSI:
• Used the Oracle technology to deliver a single customer view to 2,000 workers in 60 countries, while enforcing best practices in data governance and management within the organization
• Created better marketing campaigns that help improve sales by boosting cross- and up-selling opportunities and, in turn, provide a more complete customer experience
• Has standardized product categorizations and consistent coding and descriptions to accommodate a 20 percent expansion in data volume each year, without having to add staff
David Baum is a freelance business writer and marketing consultant with 25 years of experience covering the high tech industry.