CRM Data Update Validation via MDM Intermediary
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Solution Overview
Problem
In the pharmaceutical sales industry, CRM systems often lack real-time data updates, leading to inaccuracies and inefficiencies in managing customer information, particularly when changes involve master data, which can result in inconsistent and unreliable data across systems.
Innovation Solution
A method is introduced that involves a user interface for requesting data changes in a CRM system, where data changes are categorized into DCR-controlled, DCR-enabled, and CRM-only fields. DCR-controlled fields require validation through a Master Data Management (MDM) system before updating, ensuring data accuracy and consistency.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If data changes are allowed directly in CRM system, then ease of operation is improved, but data reliability deteriorates due to lack of validation
Solution Approach 1:
The patent introduces an intermediary validation mechanism between data input and CRM storage. When a data change is detected in the CRM system, the method validates whether the change involves master data, and if so, sends a data change request to the MDM system for validation before allowing the update. This intermediary validation step ensures data accuracy while maintaining ease of operation through automated processes.
2Reliability
If validation through MDM system is implemented, then data reliability is improved, but device complexity worsens due to additional system integration
Solution Approach 1:
The patent segments data fields into different categories: master data fields that require MDM validation and non-master data fields that can be updated directly in CRM. This segmentation allows the system to apply validation only where necessary, reducing overall system complexity while maintaining data consistency for critical master data fields.
Solution Approach 2:
The validation requirement is applied locally to specific data fields based on their nature. Only master data fields (such as customer names, addresses, contact information) require MDM system validation, while other fields can be updated directly. This local quality approach ensures data consistency for critical fields without adding unnecessary complexity to the entire system.
3Measurement precision
If real-time validation is performed, then data accuracy is improved, but loss of time increases due to validation delays
Solution Approach 1:
The system performs preliminary validation by checking whether a data change involves master data before proceeding with the update. This preliminary action allows the system to quickly determine if MDM validation is needed, reducing unnecessary validation delays for non-master data fields while ensuring accuracy for master data fields.
Solution Approach 2:
The system implements feedback mechanisms to track the validation status of data changes. When validation is required, the system communicates with the MDM system and receives feedback on whether the change is approved. This feedback loop enables real-time validation with minimal delay, as the system can proceed with updates immediately upon receiving validation results.
Data Source
AI summary
Systems and methods for processing user requests for updating data in a CRM system. When a user requests to update data in the CRM system, it is determined if the requested data change involves a DCR-controlled field. If yes, the requested data change may be routed to the MDM system for validation first and the data change may not be used to update the CRM until the validation is successful. If the requested data change does not involve any DCR-controlled field, it may update the CRM immediately.