Master data

Master data

Master data is fundamental, long-term valid information that is used in companies to identify and describe objects, people, or processes. It forms the basis for many business processes and remains stable over longer periods of time, in contrast to transactional data. Typical examples of master data include customer data (name, address, contact information), supplier data, product data (description, price, dimensions), or employee master data.

The quality of master data is crucial for the smooth running of operational and strategic business processes. Incorrect, duplicate, or outdated master data can lead to process disruptions, wrong decisions, or economic losses. Therefore, professional master data management is of great importance. It includes the maintenance, validation, standardization, and regular review of the data.

An important component is the unique identification – for example, through customer numbers, material numbers, or employee numbers. This allows data to be systematically collected, processed, and analyzed. Particularly in ERP systems (e.g., SAP), master data plays a central role, as almost all modules access it.

Moreover, master data gains strategic importance through digitalization and automation. They enable personalized offers, data-driven decisions, and optimized supply chains. At the same time, the complexity increases: master data must be consistent across the company and often even uniform internationally.

The maintenance of master data is not only a technical challenge but also an organizational one. It requires clear responsibilities, well-defined processes, and suitable systems. Only in this way can companies ensure that their data foundation remains robust, up-to-date, and usable – a crucial competitive advantage in data-driven markets.

Sales Strategy

Sales Strategy

A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.

Sales Strategy

Sales Strategy

A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.

Sales Strategy

Sales Strategy

A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.

Sales Strategy

Sales Strategy

A sales strategy is a deliberate approach to increasing revenue. It includes goal setting, target market analysis, sales channels, and techniques for customer acquisition and retention. By combining market research, sales methods, and customer relationships, the strategy optimizes the sales process and maximizes business success.

Salesforce

Salesforce

Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.

Salesforce

Salesforce

Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.

Salesforce

Salesforce

Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.

Salesforce

Salesforce

Salesforce is a leading Customer Relationship Management (CRM) platform that provides companies with tools to manage customer relationships, sales, marketing, and customer service. With cloud-based applications, Salesforce enables the automation of business processes, analysis of customer data, and improvement of collaboration to increase efficiency and revenue.

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT) – The Real Product Experience After Purchase

The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.

In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.

Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.

For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.

Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT) – The Real Product Experience After Purchase

The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.

In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.

Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.

For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.

Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT) – The Real Product Experience After Purchase

The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.

In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.

Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.

For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.

Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT)

Second Moment of Truth (SMOT) – The Real Product Experience After Purchase

The Second Moment of Truth (SMOT) describes the moment when a customer actually uses a product – that is, after the purchase. This term also originates from the marketing concept of Procter & Gamble and represents the second decisive phase in the customer journey. While the First Moment of Truth (FMOT) determines whether a product will be purchased, the SMOT is about whether the product meets or even exceeds expectations.

In the Second Moment of Truth, it becomes evident how good a product really is. Does it deliver on its promises? Is the quality convincing? What is the user experience like? All of these factors significantly influence whether a customer is satisfied, purchases the product again, or recommends it. A positive SMOT experience strengthens trust in the brand and increases the likelihood that a first-time buyer becomes a loyal customer.

Especially in times of online reviews and social media, the SMOT is a critical point. Customers who are satisfied (or dissatisfied) often share their experiences publicly – through reviews, recommendations, or posts. This, in turn, influences the First Moment of Truth for other potential buyers.

For companies, this means: The work does not end with the sale. Product quality, user-friendliness, customer service, and after-sales communication play a crucial role in the SMOT. Only if the product convinces in everyday life will brand loyalty be sustainably strengthened.

Conclusion: The Second Moment of Truth is the moment when a true customer relationship can develop from a purchase – or not. Those who purposefully design this moment create customer satisfaction, trust, and long-term success.