Transforming Data Management: How a Global IT Giant Optimized 1.3 Billion Customer Records
A Cutting-Edge Intelligent Data Platform That Cut Costs and Boosted Efficiency
The Challenge: Navigating a Digital Transformation with Legacy Systems
In the fast-paced world of IT, managing vast customer data pools efficiently is a challenge. One of the world’s leading IT giants, with over 50,000 employees and operations spanning the globe, faced significant obstacles due to its outdated Master Data Management (MDM) system. Following a major corporate restructuring, the company needed a modernized data platform that could seamlessly integrate into its evolving business model.
Key challenges included:
Lack of a unified customer view, leading to lost sales opportunities.
Inconsistent sales account definitions, causing misaligned coverage.
Manual processes that slowed supply chain efficiency and prolonged turnaround times.
Compliance risks, particularly with GDPR, requiring robust customer identification solutions.
Absence of a standardized data governance framework.
A prolonged sales compensation process, causing dissatisfaction among employees.
The company needed an expert technology partner to overhaul its MDM solution and implement a robust, scalable, and compliance-ready data management system.
The Solution: A Scalable, AI-Powered MDM Platform
After extensive evaluation, the IT giant partnered with Wipro due to its proven track record in global-scale data transformations. The strategy focused on migrating to a next-generation Reltio MDM platform, incorporating AI-driven data governance, real-time matching capabilities, and deep integration with sales and business intelligence systems.
Key Innovations:
High-Performance Data Management: Engineered to manage 800 million B2B and 550 million B2C customer profiles.
Scalable Architecture: Designed for structured and unstructured data loads.
Advanced Data Matching Algorithms: Over 30 fuzzy and exact-match rules ensured real-time customer record validation.
Enhanced User Experience: A custom-built, Google-like search interface that retrieved results from 1.3 billion records in milliseconds.
Automated Data Governance: Custom governance tools aligned with corporate compliance strategies.
Integrated Business Intelligence: A centralized system connected to sales, CRM, and partner management platforms.
Privacy-First Approach: Near real-time GDPR-compliant privacy data management with enhanced audit and reprocessing capabilities.
The Business Impact: $12 Million in Cost Savings & Faster Sales Cycles
The transformation yielded immediate and long-term gains, including:
✅ 50% Reduction in Sales Credit Cycle – Cut from 40 days to just 20, boosting sales efficiency and employee satisfaction.
✅ 35% Process Improvement – Enhanced business workflows through global and field-based search capabilities.
✅ Global Partner Hierarchy Development – Enabled better B2B servicing through transparent account linkage.
✅ Advanced Dashboards & Executive Insights – Unified customer view with improved transaction visibility.
✅ 90% Automation of Sales Territory Alignment – Reduced alignment errors from 30% to less than 2%.
✅ Personalized Customer Engagement – AI-driven segmentation to differentiate between new and returning customers, improving marketing effectiveness.
✅ $12 Million in Cost Savings – Over five years, due to reduced manual processes and streamlined operations.
Conclusion: A Model for Data Excellence in the Digital Age
This case study showcases how a strategic digital overhaul can transform data management, making it more scalable, compliant, and efficient. In an era where data is a company’s most valuable asset, enterprises that embrace intelligent MDM solutions can unlock new growth opportunities, improve customer satisfaction, and drive operational efficiency.