Playbook
We have customer data in five systems and no single view
Marketing, service, and sales work from different customer datasets and reach different conclusions about the same customer. The CDO needs one trusted customer view, fed from a single governed source, with segmentation and operational dashboards each team can rely on.
Trigger — Conflicting customer numbers across teams; commercial pressure on cross-sell.
Good outcome — Marketing, service, and sales all see the same customer, with the same history and the same segments. Cross-sell campaigns can be launched against a real customer view instead of three different ones.