Transforming Customer Experience and Operations with Modern Master Data Management

© 2024 by IJCTT Journal
Volume-72 Issue-2
Year of Publication : 2024
Authors : Shantanu Indra
DOI :  10.14445/22312803/IJCTT-V72I2P103

How to Cite?

Shantanu Indra, "Transforming Customer Experience and Operations with Modern Master Data Management," International Journal of Computer Trends and Technology, vol. 72, no. 2, pp. 16-21, 2024. Crossref,

This research investigates modern Master Data Management implementation as a tactical remedy to better customer experience and shorten the time of resolution in business operations. The focus of this empirical research is to investigate the problems in areas of customer satisfaction and response time that are predominantly focused on data management practices. The study adopts an integrated approach, which is combined with a literature review, case analyses, and analysis of modern MDM implementation practices. The critical results reveal how the contemporary MDM changes customer satisfaction and time to resolution. Modern MDM technologies and approaches ensure that data is accurate, up-to-date, and consistent so companies can offer hyper-personalized customer experience. The analysis underscores how contemporary MDM organizations show improvements in data quality, which leads to effective issue-resolution processes. The paper concludes that the integrated modern MDM practice should be strategically adopted for effective realization not only to address apparent challenges in data management but also to enable the timely attainment of improved operational efficiency and customer orientation. This study will be useful for businesses interested in using modern MDM technologies to achieve the best customer experience and prompt solutions on issues arising from such a dynamic article of data decision-making like never before.

Modern Master Data Management, Customer satisfaction, Data Governance, Artificial Intelligence, Machine Learning.


[1] Muath Alkhurshan, and Husam Rjoub, “The Scope of an Integrated Analysis of Trust Switching Barriers, Customer Satisfaction and Loyalty,” Journal of Competitiveness, vol. 12, no. 2, pp. 5-21, 2020.
[CrossRef] [Google Scholar] [Publisher Link]
[2] Barween Al Kurdi, Muhammad Alshurideh, and Ahmad Alnaser, “The Impact of Employee Satisfaction on Customer Satisfaction: Theoretical and Empirical Underpinning,” Management Science Letters, vol. 10, no. 15, pp. 3561-3570, 2020.
[CrossRef] [Google Scholar] [Publisher Link]
[3] Nikita Olimpiev, Alexander Vodyaho, and Nataly Zhukova, “Modification of the Algorithm for Dynamic Data Transformation Based on Blockchain Technology for Data Management Systems,” International Conference on Computational Science and Its Applications, pp. 555-571, 2023.
[CrossRef] [Google Scholar] [Publisher Link]
[4] Sanjay Mathrani, and Xusheng Lai, “Big Data Analytic Framework for Organizational Leverage,” Applied Sciences, vol. 11, no. 5, pp. 1- 19, 2021.
[CrossRef] [Google Scholar] [Publisher Link]
[5] M. Chen, Y. Wang, and C. Jiang, “The Impact of Master Data Management on Customer Satisfaction and Loyalty: Evidence from China,” Journal of Business Research, vol. 128, pp. 429-439, 2021.
[6] Forrester Research, The Impact of MDM on Resolution Time: A Qualitative Survey of 15 Companies, 2019. [Online]. Available:
[7] Informatica, Coca-Cola Enterprises Improves Customer Satisfaction and Operational Efficiency with Master Data Management. [Online]. Available:
[8] J. Song, H. Kim, and J. Kim, “The Mechanism of Master Data Management for Improving Customer Satisfaction and Reducing Time to Resolution,” Information and Management, vol. 57, no. 3, 2020.
[9] Talend, Siemens Enhances Customer Experience with Master Data Management. [Online]. Available:
[10] UCLA, Mixed-methods Research on the Effects of Master Data Management on Customer Service Operations. [Online]. Available: