How master data management improves customer service

Industry Insight

Operating multiple channels at once can be a daunting prospect, especially when merchants struggle to assemble all of their data onto a single platform. In particular, this can lead to customer service disasters such as representatives being unsure about the status of an order because it was made at a different store or online, unable to change or modify orders on the fly or unable to answer simple questions about products and availability.

Master data management can help customer service agents better engage people by giving them pertinent information at their finger tips. As Multichannel Merchant noted, data powers a lot of customer service functions. Whether answering questions about orders or checking inventory availability, information can make all the difference between good and bad experiences with service agents.

When employees are armed with the most up-to-date, complete inventory information, they can understand themselves and explain to customer why some orders take longer than usual to process, whether it be waiting on a purchase order, issues with product data, or prolonged fraud checks. Additionally, if certain goods are returned frequently, service agents can take this into account when working with merchandising teams to avoid faulty inventory or to improve how the product is packaged and displayed to avoid common misunderstandings that result in returns.

Data management is critical to the success of any merchant because it helps promote cleaner data and greater transparency. Retailers should implement a master data management system, as it can help them bring more value to the customer through a better experience.

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