Catherine Yu signed up in-store for an ACME loyalty account to take advantage of an in-store promotion. Catherine is engaged and living in Texas. Catherine is across the country from their fiancé who is in Michigan. Catherine signed up for the loyalty program using their maiden name, their Texas address, and their lifelong cell phone number.
After Catherine is married, they changed their name and moved to Michigan with their new husband. Catherine goes shopping online and forgets they had signed up for the loyalty program and attempts to sign up again. Catherine uses their new last name, their Michigan address, and their lifelong cell phone number to sign up.
Without the exact same data, it is impossible for the CRM to find Catherine's loyalty account and previous purchases.
Catherine creates a duplicate loyalty account. Flyers and promotions are now being sent to two addresses. ACME missed cross sell and upsell opportunities because disjointed records make it impossible to identify Catherine's purchase history.
Current Duplicate Search
With the current system landscape, Catherine cannot verify that a loyalty account exists under their maiden name. ACME has a disjointed view of who Catherine is and the products they have purchased.
To-Be Duplicate Search
The Customer MDM system can identify Catherine’s existing loyalty account for other systems through the Find Similar call. Catherine can identify and update their existing loyalty account preventing a duplicate loyalty account from being created.