Technology & Innovation Management August 2017

The digital (r)evolution of data models

From a product-centric data model towards a “connected” and true customer orientation

The digital (r)evolution of data models

The digital (r)evolution of data models

Across industries the digitalization changes the way how real world is represented in company data structures. Product or channel orientation is being replaced by customer centricity:

  • Truly customer centric data view of relevant data objects (One customer with an individual service portfolio of many products / services and one bill)
  • Highly tailored (individually designed and priced) customer products/services
  • ... defined by Enablers of Services (regardless of origin - internally or externally)
  • Complete channel-agnostic thinking - the customer insights count, regardless of the channel
  • Open and permeable data flows on all levels for better integration with Partners and 3rd parties



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