B2B Customers Data Product: The Secret to (Finally!) Achieving Superior Customer Experience

Editor’s Note: This post was originally published in March 2023. We’ve updated the content to reflect the latest information and best practices so you can stay up to date with the most relevant insights on the topic.

Every B2B company knows that their customers are a valuable asset—and data about these customers is equally as valuable. But when that data is incorrect, incomplete, outdated, or lacking business context, it becomes difficult to derive value from it. Too often, customer data spans multiple systems, departments, and data silos, making it challenging to connect entities and integrate them into a 360-degree view of the customer. Without that holistic view, the teams responsible for identifying and driving upsell/cross-sell opportunities, delivering world-class customer experiences, and identifying churn risk exposure will struggle to succeed. 

Data Products: An Antidote to Dirty, Disconnected Data

Overcoming the challenges presented by dirty, disconnected data is an age-old problem. But today, companies are shifting their strategies to focus on data products. And they’re delivering great results. 

Data products are easy-to-use sets of high-quality, trustworthy, domain-specific data that people and AI agents can use to solve specific business challenges. When organizations embrace a data product strategy, it signals a cultural shift—data is no longer a byproduct of IT but rather a critical business asset. 

Organized by business entities and governed by domain, Tamr’s data products are pre-configured applications that utilize our AI-native master data management (MDM) platform capabilities to deliver the best, most trustworthy version of your data, fueling AI initiatives as well as analytical and operational use cases. 

Data products provide organizations with a number of benefits, including the ability to:

• Access and connect their data with user-friendly interfaces designed for use by humans, AI agents, and machines
• Organize and enrich data so they can quickly get everyone on the same page
• Create consistency by cleaning, standardizing, and tracking changes to data over time
• Curate and automatically update data by using advanced AI and machine learning (ML) 
• Leverage corporate hierarchies to understand relationships between B2B customer entities and use them to uncover new business opportunities

B2B Customers: A Data Product From Tamr

AI-native MDM helps B2B companies deliver the clean, curated, continuously updated data needed to improve customer experiences, drive upsell/cross-sell opportunities, and identify churn risk exposure. 

Tamr’s B2B Customers data product was designed with B2B companies in mind to be consumption-ready. That means that we started with end-user needs and worked back to the data—not the other way around, which happens with most data-led initiatives.

With patented AI/ML at the core, our B2B Customers data product streamlines operations by combining fit-for-purpose models, agentic data curation, and select business rules to automate the matching and modeling of data—allowing data stewards to spend less time cleaning dirty data and more time resolving conflicts and making strategic decisions. Tamr’s B2B Customers data product also provides verified account matching against a vast corpus of over 500 million company records to improve accuracy and confirm that an account represents a real, existing corporate entity, helping ensure data integrity.

Additionally, Tamr incorporates data enrichment into the process to bring in critical, external data needed to build out incomplete records. And when used in conjunction with Tamr’s Contacts data product, enterprise knowledge graphs provide a contextualized view of customer data that surfaces important employee-to-employer relationships and other cross-entity connections. As a result, organizations have a more complete and holistic picture of their customers across systems and departments, allowing them to personalize the customer experience, uncover new opportunities to grow revenue, and market additional solutions that make sense for their business. 

It’s Time to Shift Your Strategy

Implementing a data product strategy is simple when you have the right tools and technologies. Tamr is the AI-native MDM platform for organizations looking to increase the value of their data by treating it as a product. Our turnkey data products take advantage of Tamr’s powerful AI/ML models optimized for scale and accuracy, SaaS-based architecture, and integrated data enrichment to streamline operations and enable critical customer insights and the superior experiences customers expect.