Success Stories / Master Data Management Program Delivers Trusted Customer Data for $1.5B Global Logistics Provider

Building a Scalable Master Data Management Foundation to Improve Customer Data Quality

Building a Scalable Master Data Management Foundation to Improve Customer Data Quality

Data Strategy & Execution

More about Data  Strategy & Execution

Data Strategy & Execution
Operating across 10+ Business Units without a centralized MDM function, the Client faced significant customer data duplication and fragmented reporting. Cuesta established an MDM foundation from the ground up, preventing most future duplicates, reducing CRM account volume, and introducing governance structures that enabled clean data, repeatable processes, and a clear path to in-house ownership
  • 1-Year Master Data Management Backlog
  • Duplicate Account Prevention
  • Customer Data Cleanup
  • Cross-System Mapping
  • Process and Data Flow Documentation

Challenges

  • Significant CRM duplication and legacy technical debt undermined reporting reliability and posed risk to the new CRM implementation, requiring a 65% reduction in account scope to enable trusted analysis. 
  • A prior failed MDM effort created organizational skepticism, necessitating the establishment of clear governance, ownership, and repeatable data quality processes. 
  • Existing CRM and operational integrations continued to create duplicate records, compounding data quality issues over time. 
  • Customer and financial data fragmentation across Account, Booking, and Finance systems limited visibility and increased manual reconciliation effort.

Solutions

  • Prevented ~99% of future CRM duplicates by implementing integration logic between CRM and operational systems, significantly reducing ongoing data quality risk. 
  • Reduced CRM customer accounts by 87.5% through deduplication, parent–child relationship design, and migration of only active accounts. 
  • Established consistent customer identification by introducing account mappings across CRM, Booking, and Finance systems to improve financial visibility. 
  • Built a sustainable MDM capability by standing up governance forums and delivering a custom MDM Playbook to enable in-house ownership within five months.

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