At Republic Services, one of the strategic initiatives is Customer Zeal and one of the primary focus areas was to improve "Contactability." Our Service Contact Data completeness stood at 25% and we started the project with a goal of 95%. The current number is hovering around 90%.

The ultimate business purpose was to improve retention and drive NPS scores - which is a big deal in our industry.

We tackled the problem on multiple fronts:

• Data Governance Effort to lay the Data Quality baseline (Data Profiling and Power BI dashboard), and lay out the process to drive alignment across the organization on process and definitions.
• Customer MDM (Individual Facet) to tackle unification, deduping, enrichment, and presenting one best version of Contact Data. (Operational MDM) - It involved maintenance and integrations to ensure all the source systems and downstream get the best version of Contact data. It also involved maintaining the relationships between the Contacts to Accounts (Billing Entity) and Sites (Service Location Entity).
• Data Stewardship to improve the process of Creating and Updating Contacts.

The story does not end here. We are carrying the momentum to start off heavy on Customer Mastering (B2B and B2C). The business goal is to know our customer more. Phase 1 is completed and more is to come.

Speaker: Rahul Parameswaran

Hello I'm Rahul Parameswaran, working as a Staff Engineer for Enterprise Data with Republic Services. I have more than 15 years of industry experience, all of that within the data domain, primarily focused on data engineering, integration, and master data management. My last 3-4 years have been focused on Customer MDM - to help drive business outcomes by governing and mastering Customer Data at Republic Services, both the Individual and Organizational facets.