USE CASE Customer 360
How to Achieve a True 360º Customer View by Unifying Your Data
Modern enterprises manage customer data across multiple systems — CRM, ERP, e-commerce, call centers, web apps, and third-party agents. This fragmented approach creates:
CHALLENGES
- Duplicate or inconsistent customer records across systems.
- Incomplete profiles that undermine personalization and segmentation.
- Misaligned data that causes marketing misfires and poor customer service.
- Compliance risks due to outdated or conflicting customer attributes.
FRICTIONS
A typical friction scenario: one customer interacts via a website and then in-store, creating two conflicting records — different emails, phone formats, even language preferences — making a true 360º view impossible.
Heterogeneous Enterprise IT creates medium-to-low quality data. 67% of companies struggling with data siloing (Forbes Insights).
SOLUTION
DATA QUALITY, VALIDATION, CLEANSING, DEDUPLICATION AND GOLDEN RECORD MANAGEMENT
Master Data Management software
Master Data Management (MDM) solution that automates data matching, validation, deduplication, and cleansing for golden record: the single source of truth for a data entity, distilled from multiple data sources within your organization.
USE CASES
Trazadera Golden unifies customer data into a single, accurate master record, regardless of the original channel or format.
- Data sourcing from CRM, ERP, web, and third parties via APIs or files.
- Automated cleansing of names, emails, phones, and more.
- Duplicate detection and resolution using smart classifiers and merge rules.
- Audit trails and GDPR-compliant lineage on every customer attribute.
- Flexible integration back into operational systems (e.g., Kafka, Salesforce).
The result is a “Golden Customer” — complete, validated, and always up-to-date.
BENEFITS
Improved Customer Understanding
- Unified customer records eliminate ambiguity, enabling your teams to know exactly who they are interacting with, regardless of channel. This comprehensive profile supports personalized communication and predictive analytics.
- Cross-channel integration bridges data from CRM, web, ERP, and support tools into a single master record. This helps reveal hidden patterns in behavior and preferences across touchpoints and devices.
- Rich customer context becomes available to all departments, from marketing to support, ensuring everyone works from the same data foundation, improving responsiveness and reducing misunderstandings during customer interactions.
Marketing & Sales Effectiveness
- Accurate targeting and segmentation become feasible with curated customer profiles. Clean data eliminates duplicate messages and enables customized offers that increase open rates, click-throughs, and conversion.
- Streamlined sales funnels are powered by deduplicated records. Sales reps no longer waste time on redundant or outdated leads, enabling faster, more confident progression from prospect to client.
- Campaign compliance and precision are ensured, especially for GDPR. Verified consent and language preferences are centrally available, reducing legal risk and enhancing message relevance and effectiveness.
Operational Efficiency
- Reduced manual data correction saves time and lowers labor costs. With automated cleansing and duplicate resolution, teams no longer spend hours validating or reworking broken records.
- Fewer customer support escalations occur due to better data accuracy. Clear ownership of each customer profile eliminates confusion, speeds up issue resolution, and improves first-contact resolution rates.
- Streamlined workflows across billing, logistics, and service are made possible through consistent master data. Synchronization delays and system mismatches are eliminated, improving throughput and accuracy.
Regulatory & Data Governance Confidence
- GDPR compliance is baked in with auditable change history, verified opt-ins, and full lineage on every field. This supports legal defenses and simplifies response to data subject requests.
- Full traceability and accountability for every data change build trust with stakeholders and regulators. Trazadera logs who made what changes, when, and why — crucial for audits and internal reviews.
- Centralized control of sensitive data reduces fragmentation risk. Role-based access and data sinking rules ensure that only the right systems and people interact with customer data, securely and appropriately.
Grupo Piñero
Sector: Hospitality
Scope: 8M+ customer records, 4 integrated channels, 25+ attributes
Grupo Piñero, a global hotel and resort operator, needed a unified customer view to comply with GDPR and enhance their sales funnel.
What they achieved with Trazadera Golden:
- Created a clean, deduplicated master record across Oracle, Salesforce, web, and OTAs.
- Integrated GDPR-compliant attributes to support lawful marketing.
- Enabled multi-channel customer tracking for sales campaigns (e.g., luxury Golf Villas).
- Increased marketing efficiency and boosted conversion rates.