Stibo Systems - The Master Data Management Company
Stibo Systems - The Master Data Management Company

Using Enterprise-wide Identification to Eliminate Imposters

July 14 2016
| 2 minute read

In a time when the proper identification of people is at the top of every organization’s mission critical list, irony can be found in the re-emergence of classic network television show, “To Tell the Truth”, where rooting out the truth among liars is a source of entertainment. The object of the game is for a person of some notoriety and two impostors to outwit a panel of four celebrities regarding their true identity, so knowing a liar when you see one is imperative to win.

To Tell the Truth Game Show Master Data Management

The game may seem simple, but determining who the real “hot dog eating champion” is amongst a sea of well-trained liars can prove challenging. The panel is given the opportunity to ask a series of questions related to the true identity of the notable person, starting with those that are professional all the way to the personal. While the panel does get a brief description of the person, they’re left to their own devices to decide who is being true. If you’re playing along at home, you can likely eliminate one of the posers pretty quickly – some are better at lying than others. However, when it comes time for the truth to be revealed you might be surprised to find that your guess for the truthful one is not as accurate as you thought.

Although “To Tell the Truth” puts a comedic spin on personal identity, in the real world, knowing who the imposters are versus the real thing is vital to running your business and the overall satisfaction of your customers. The identity of a customer consists of many attributes from many different systems, telling conflicting stories, making it extremely difficult to properly identify them with the most accurate and updated information.

You may track the hot dog eating champion in one system as Bob Smith, but he may appear in another system as Robert Smith. Perhaps his first name is entirely different and he uses his middle name of Bob for competitions. How can you be sure that you’re contacting the right person when you reach out to follow up after you’ve sponsored a hot dog eating contest that Bob competed in? Is it possible that there’s an imposter Bob Smith trying to steal the real champion’s thunder? Many of the same questions are considered by the celebrity panel as they sort through the lies to get to the truth. How can you truly identify your customers consistently across your enterprise to ensure the safety of their data and their overall satisfaction?

Finding the Right Person at the Right Time in One Place

In order to know who your customers really are, eliminating imposters, you must be able to find the right information quickly with consistent enterprise-wide identification. Finding information that you can trust in an age when identities can be concealed, confused or stolen so easily makes it difficult to ensure that you have the customer that you’re looking for. You need a trusted source with an accurate and comprehensive representation of your customers in order to deliver the most effective communication through the proper business channels. By managing your data in one location, integrated from multiple sources across your organization, you can consistently identify your customers, ensuring that you have the right person at the right time.

Imagine if one of the celebrities on the panel had access to one source of truth where Bob Smith is clearly and consistently identified. With this single, integrated view, the celebrity panelist would have no problem locating the correct Bob, our hot dog eating champion, with ease. If they had access to this kind of power to get to the truth, there wouldn’t be a game show!

While rooting out the liars on “To Tell the Truth” delivers weekly entertainment to the masses, distinguishing the correct identity for your customers is not a game. Using the power of a single identifier, can remove the real-life imposters plaguing your business to reach your real customers.

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