Data Standardization and Management: a Use Case Development in ‘Morato Group’ Customer Relationship Management System

This thesis explores the strategic role of data management and standardization in enabling effective Customer Relationship Management (CRM) implementation plan within multi-company environments. Focusing on Morato Group, a leading European bakery firm, the study addresses challenges arising from fragmented systems and inconsistent data standards following rapid acquisitions. Through a qualitative approach, it integrates theoretical frameworks on data governance, integration, quality, and master data management with CRM principles. Using methodologies such as Kaizen, 5S, Poka-Yoke, and Scrum, the project achieved the standardization of over 2,000 product and 4,600 customer records, creating a unified master data model and a CRM pre-implementation roadmap. The economic feasibility analysis of the CRMs confirmed a positive ROI and operational improvements. Results demonstrate that structured data management is not merely a technical requirement but a strategic enabler of digital transformation, fostering integration, informed decision-making, and sustainable competitiveness within complex industrial organizations.