Objective - The paper sheds light on customer database dynamics, dimensions and characteristics of adapted benefits connected with their business potential in a circular economy. The study suggests that allocating funds on data compliance could bring added value to the companies in specific conditions linked to the processing of client data.

Methodology/Technique - This study examines the impact of a Customer-Centric approach in relation to Data Governance. The empirical part of the study is based on data gathered from middle and top level managers and owners of projects responsible for managing customer data in multinational enterprises across EMEA region. EU companies could use Data Protection legislation as a springboard, as their financial benefits are higher than the respective costs necessary to comply with. Thus, a perspective management practice investigates the following roles: cross-functional management and combining wide customer-centric units (marketing, sales, service, product), external client process integration, data governance engagement (there is a balance of the current expertise from the customer's data that is nested within functions and capacity to evaluate inter-functional influence of client data-driven management).

Finding - The paper outlines evidence of the effect of customer centricity on data governance in selected companies from emerging markets.

Type of Paper - Empirical

Keywords: Customer Centricity; Data Governance; Cross-functional Integration.

JEL Classification: M30, M31, M39.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol4.4_1.html

DOI: https://doi.org/10.35609/jmmr.2019.4.4(1)

Pages 228 – 233