5 questions with Michael Kugler

Data Quality is the key to a successful business. Do you agree with this statement?

Yes, definitely. Only with high-quality data will you be able to ensure that your product information is reliable and consistent across different channels, such as catalogues, online shops and marketplaces - something that is crucial for your customers’ purchase decision. Another reason why you should invest in data quality is to reduce costs caused by poor or incorrect product information, e.g. by minimising wrong purchases and the resulting return costs, both factors that reduce margins.

What are the main causes of poor data quality?

Good question. I would say that one of the primary reasons is a general lack of processes. Without smart system support, it is virtually impossible, nowadays, to set up clear processes, e.g. for product management, marketing and sales, to access the required and up-to-date product information. As a result, redundant data is stored in different places. Without a central system to merge and manage all data, poor data quality will sooner or later be the next logical consequence.

Why do people choose a data strategy based on Contentserv?

On the one hand, customers choose Contentserv because it is highly standardised. Thus, they can quickly reach cruising altitude, i.e. they will achieve tangible results straight away (the so-called “quick wins”).  On the other hand, our software is extremely easy and comfortable to use which, in turn, significantly increases acceptance of the solution. Last but not least, our partners are often pivotal to the success of projects, because as industry professionals and implementation specialists they have a profound knowledge of the market, know the requirements and can always offer a suitable solution.

In your opinion, do you consider data quality to be important with regard to digital transformation?

You can't do without data quality, that's for sure. The reasons are similar to the ones I just mentioned. Today, you must be able to manage many different media and channels flexibly and offer a consistent and seamless cross-channel shopping experience. It is also more important than ever to react quickly to changing requirements and communicate with customers through the channels in which they make their purchasing decisions. Data quality is the key to a successful customer experience. Only by providing the right information in the right channel at the right time can you make sure to offer your customers the best possible shopping experience.

Where are we in terms of digital transformation in Germany?

I think that digital transformation in Germany has still a long way to go. Despite the fact that the government, for example, is reacting to current developments by appointing a Minister for “Digital Affairs” and is paying more and more attention to digitisation, we are still lagging far behind. It feels as if we have only just begun, although of course, a lot has happened already. The fact that our industry has been booming for years, however, shows that there is a great demand for digital solutions in the DACH (“Germany-Austria-Switzerland) region and that we need to catch up. This trend is reflected in all sectors (e.g. manufacturing, trade, insurance, finance). The difference is that while some are already making their first attempts at walking, others are just beginning to recognise that they need to act. It's up to us now to start and help companies take the next step - towards a successful digital future.