Talk:Customer data management/Archive 1

Archive 1

Merge proposal

It seems like Enterprise data management, Customer data management, and (to a certain extent) Customer feedback management services all cover the same ground. Since Wikipedia articles are about things, not terms, having multiple articles on the same thing is a form of content forkery. I'm assuming (based on Google Scholar results) that "customer data management" is the more common term, but I could be wrong. Having a separate Customer feedback management services is a bit more justifiable, but only as a list of services and with a rename. Or am I missing something? — Ƶ§œš¹ _{[ãːɱ ˈfɹ̠ˤʷɪ̃ə̃nlɪ]} 14:51, 16 September 2012 (UTC)

I disagree: Customer Data Management is such a wide term covering every kind of customer data, that 'feedback management' - which is a niche and specialist function, specifically relating to customer comments - would be lost within the broader topic

Customer Data Management is typically taken to cover the creation and management of marketing databases to record and manage data about customer profiles, transactions and interactions for the main purposes of direct communication with customers (direct marketing), or customer segmentation for marketing purposes.

Customer feedback is more closely aligned with market research, although I would argue strongly against merging it into that broader topic also. Would you have market research merged into customer data management? If so, there are a host of other topics that 'involve' customer data, but which really warrant their own discrete topics

That's my view. I have been involved in managing marketing data for more than 30 years, and now head up a customer feedback management company. I see feedback management as distinct from the more general 'customer data management'.

212.36.37.98 (talk) 19:34, 16 September 2012 (UTC) Piers Alington Managing Director Feedback Ferret Ltd piers.alington@feedbackferret.com

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I disagree. It's not a nomenclature issue but a market issue. EFM is very specific market, with over 70 companies tracked by industry analysts. Companies within EFM compete within one another but not necessarily with CDM vendors.

As for customer feedback, that is a specific research application with overlap. But EFM covers employee sat, student satisfaction and other areas besides customer satisfaction.

So I believe the three articles serve three unique purposes.

- Jeffrey Henning, 16:31, 23 September 2012 (UTC)

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I disagree with your disagreement. All articles mentioned only differ in the amount of buzzyness, every single one praises the focus-on-the-customer attitude and various types of integrative integration. I.e., we are talking different types of marketing blurb here. -- Kku 14:22, 11 March 2014 (UTC)