Executive Summary:
Community Bank, known for its strong customer relationships and commitment to the community, sought a solution to better manage its Customer Master Data. The goal was to create “golden records” that would empower their Marketing and Customer Relations teams to deliver highly personalized customer engagement and improve communication strategies.
The solution highlights the transformative impact of adopting a modern, cloud-based MDM solution to overcome legacy challenges and unlock new opportunities.
Customer Challenge:
Community Bank relied on a legacy banking CRM system supplemented by multiple third-party platforms to manage customer data. This fragmented approach led to:
- Data Duplication: Difficulty in identifying the most current customer records.
- Disjointed Communication: Marketing and Sales teams struggled to engage consistently across channels.
- Limited Data Visibility: Teams operated in silos, with restricted access to unified customer insights.
To modernize its data infrastructure as part of its cloud transformation initiative, the bank needed a greenfield Master Data Management (MDM) implementation. This would enable the standardization of customer data, creation of master records, and generation of actionable analytical reports for data analysts and stewards.
Why Informatica’s IDMC SaaS?
The bank selected Informatica’s Intelligent Data Management Cloud (IDMC) for its comprehensive suite of MDM tools. With components like CDI, CDQ, C360, and Data Cataloging, IDMC offered an end-to-end pipeline perfectly suited for their requirements, enabling them to achieve seamless master data management and enhanced customer insights.
The Solution:
A modern architecture was designed and implemented using:
- Snowflake for Data Warehousing.
- Informatica IDMC for Master Data Management.
- Tableau for creating audit and analytical reports.
Key Steps in the Implementation:
- Data Integration: Informatica CDI ingested data from the bank’s Data Mart into Snowflake’s Raw Zone.
- Data Transformation: Leveraged IDMC’s self-service tools, including Smart Fields DaaS Validation and Address Verifier, to validate customer addresses, phone numbers, and emails.
- Golden Records Creation: Match-and-merge rules were implemented to create unified Golden Records. The C360 UI enabled data stewards to manage merging exceptions.
- Data Accessibility: Transformed data was egressed into Snowflake’s Analytical Zone, making it accessible for analysts to generate insights and build reports using Tableau.
The implementation delivered several key benefits:
- Streamlined Data Visibility: Verified, up-to-date customer records are now accessible across departments.
- Enhanced Marketing Efficiency: The Marketing team can craft tailored messaging for targeted customer segments.
- Unified Customer Communication: Seamless engagement across all channels and teams ensures consistent messaging.
- Analytical Insights: Accurate audit and analytical reports support better decision-making and strategy formulation.
By adopting cloud modernization and MDM, Community Bank has significantly improved the visibility, reliability, and accessibility of customer data. The scalable solution paves the way for advanced use cases, including householding and intergenerational customer segmentation, ensuring future-ready capabilities.