How Informatica and Google Cloud Are Creating Customer Experiences That Matter

Last Published: May 11, 2023 |
Linda Wong
Linda Wong

Director, Partner & Product Marketing

Now Available on Google Cloud: Get a 360-Degree View of Your Business with Master Data Management

Rising inflation and a looming economic slowdown have made customer engagement and loyalty critical requirements to stay competitive. Executive leadership and the board of directors rely on you and your teams to reduce costs, accelerate growth, and of course, improve customer experience. Let’s face it, your ability to grow and stay relevant depends in large part on the customer experiences you deliver. One way to help alleviate some of this pressure is to have a better, deeper understanding of your customer.

Why You Need Data to Better Understand Your Customer

Many organizations — surprisingly — have little knowledge of their customers and how they interact with them. This is especially true for businesses that have multiple interaction channels, including online platforms, social media, apps, and brick and mortar locations. According to an Okta report, their large customers (2,000+ employees) deploy on average of 187 apps on average1. This growing number of apps and platforms across multiple cloud ecosystems introduces complexities that can potentially slow down critical decision making.

Capgemini reported that 72% of executives believe that fragmented and poor-quality data is the biggest issue for analytics and AI2. Data in disparate silos results in disjointed insights, increased friction in processes and potential customer turnover. So, how can these challenges be addressed?

Having access to a single view of accurate customer data is key to understanding your customer. Afterall how are you going to keep your customer if you don’t know your customer? And if you want to succeed, knowing your customer is non-negotiable.

Case in point: A multinational automobile and motorcycle company leverages a growing number of channels to connect and interact with current and prospective customers. To project a consistent customer experience, they want to have uniform product information across a variety of customer touch points. This includes websites, social media feeds, customer service call centers and dealerships. After deploying an MDM solution, the company is able to increase brand awareness and customer loyalty.

How Informatica and Google Cloud MDM Solution Impacts Your Customer Experience

Informatica provides a data management framework for trusted data analytics on Google Cloud. Services like cloud data integration and cloud data quality, among others, provide the foundation for marketing analytics by reliably unifying disparate data sources for customers.

A comprehensive view of customer touchpoints across all areas is critical for success, as data from sources like products, advertising and CRMs alone are not enough. In today's digital-first world, it's necessary to have visibility into how activities throughout different business functions and departments impact customers' experience. This is where multidomain master data management (MDM) comes in, offering a single view across the business to address pressing needs around customer experience, digital commerce, supply chain optimization, finance data management and more.

Now, Informatica Multidomain MDM, an all-in-one service of Informatica Intelligent Data Management Cloud™ (IDMC), runs on Google Cloud and delivers virtually all the capabilities needed for a trusted, 360-degree view of your customer across your business. The Informatica Multidomain MDM service empowers you to elevate the customer experience by:

  • Creating micro-segments of customers for highly targeted campaigns
  • Delivering more relevant cross-sell/upsell offers
  • Identifying and resolving friction points in the customer journey
  • Personalizing interactions and creating consistency across multiple channels

The Informatica Multidomain MDM service is available for subscription through the Google Cloud Marketplace.

Next Steps

Better leverage data to drive success with the Informatica Multidomain MDM service on Google Cloud.

1 Okta, Business at Work Report, 2022

2 Capgemini, Data-Powered Innovation Review, Wave V, 2023

First Published: May 11, 2023