The importance of a consistent customer name

For many companies having a single customer data record that forms the single version of the truth on their customers is an ambition but far from a reality with numerous disconnected data records relating to their customers. What this means to the customer is that in a single correspondence you may be referred to as Mr. Blog or Mr. Blogg or Ms. Blogg or Bertie or Bert. This lack of clarity and a failure from companies to cleanse their data records leads to damaged customer relations. Investing money in cleaning the data is a hard sell with the business case up against numerous new revenue generating project alternatives. The issue is that companies need and want to know and understand their customers and their behaviours. What hope do they have in reaching this level connection when they are struggling to know my name. If companies are serious about customer profiling then this has to be a priority and retain a single golden record of my details so you can start from a position of authority. This then leads to epic customer experiences.