Social CRM, CDI, and Identity Resolution

By Robert Barker, Infoglide Senior VP & Chief Marketing Officer

In her well-read book on CDI, Jill Dyché offers a definition of CDI that also seems to describe social CRM. Try reading her definition of CDI, replacing “CDI” with “social CRM”:

CDI is a set of procedures, controls, skills and automation that standardize and integrate customer data originating from multiple sources(1).

In fact, Ray Wang of A Software Insider’s Point of View suggests that social CRM initiatives could be more effective by leveraging MDM technology. In a recent post he listed key questions that social CRM and other relationship management initiatives like CDI have to answer:

1.    Do we know the identity of the individual?
2.    Can we tell if there are any apparent and potential relationships?
3.    Are they advocates or detractors?
4.    How do we know whether or not we have a false positive?
5.    What products and services have been purchased in the past?
6.    Have we assessed how much credit risk we can be exposed to?
7.    What pricing and entitlements are customers eligible for?

So how exactly can social CRM systems resolve identities of individuals across multiple disparate data sources? How can they rationalize multiple variations and errors and anomalies that block finding existing customers within their systems?

The obvious answer is identity resolution. We highlighted in an earlier post that Dyché declared that identity resolution supports and enhances five of the eight core MDM functions enumerated in her book with Evan Levy. Similarly, identity resolution is critical in accurately answering key questions about identity in social CRM.

Ray’s list of questions can be divided into two sets. Accurately answering the first set related to identity and relationships (questions 1, 2, and 4) is critical to answering the rest of the questions. If we blow it on identity, it is impossible to make sense of social CRM data.

Social media marketing and social CRM are becoming more and more mainstream. If you want to get more familiar with social media marketing and social CRM, Paul Gillin’s recent book is a great way to get started.

If you’re already familiar and want to comment or take issue with this post, let us hear from you.

(1)Dyché, Jill and Levy, Evan. Customer Data Integration: Reaching a Single Version of the Truth. John Wiley & Sons, Inc. 2006. Page 274.

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