How do you guarantee that customer and product data remain consistent throughout the order process? Consistency is achieved by adopting a 'Single Source of Truth' architecture, where the Order Entry app retrieves real-time data from the ERP (for customer conditions and stock) and the PIM (for rich product information). By eliminating local shadow lists and using centralized master data, you prevent sales from working with outdated prices or incorrect product specifications. This leads to a flawless order process and a professional customer experience.

Inconsistent data is one of the biggest points of frustration in B2B sales. Nothing is as unprofessional as a representative selling a product under an outdated name, or using a price that was changed in the back-office system long ago. When customer data and product information are fragmented across different lists and systems, costly errors are bound to happen sooner or later. In this article, we discuss how to ensure flawless synchronization so your team always works from the most current truth.

1. The Dangers of 'Shadow Data'

Many salespeople create their own version of the truth by downloading price lists to PDF or Excel, or by saving customer data on their phones. This is what we call shadow data. The problem is that this information is static. As soon as a change is made at the head office, the salesperson's information becomes outdated. Consistency begins by banning local copies and providing an app that is always live-connected to the central database.

"Salespeople love Excel because it gives them a sense of control, but that control is an illusion if the data isn't correct. The real gain lies in a system that does the thinking for them, so the salesperson can focus entirely on the customer and the deal at the table."

Wesley Regtuit, Business Line Manager at PLGGR

2. Product Data: The Synergy Between PIM and Order Entry

For consistent product data, the Order Entry app must draw directly from the PIM system.

Commercial consistency: The description, images, and technical specs the customer sees in the app must exactly match what is displayed on the webshop.

No 'free text' entry: Prevent salespeople from typing product names themselves. By working with fixed SKU links from the central source, the data remains clean throughout the entire chain.

3. Customer Data: Conditions and Creditworthiness

With customer data, consistency goes beyond just having the correct address. It is about the live status of the customer relationship:

Real-time price agreements: If the back-office assigns a new discount group in the ERP, the salesperson should see this in the app a second later.

Credit limits: A consistent data flow ensures that a salesperson does not try to sell to a customer who has a delivery block due to outstanding invoices.

4. Validation and Central Control

You maintain consistency by limiting the input in the app to the options known in your core systems (ERP/PIM). This enforces that sales cannot submit "fantasy orders." When data is validated at the source against the master data, the order flows through to invoicing without manual intervention.

Conclusion: Unity of Information Brings Peace of Mind

Consistency in data provides peace of mind throughout the entire organization. Your sales team radiates authority because they always have the correct information, and your back-office no longer needs to perform data repairs. The result is a faster turnaround time and higher customer satisfaction.

Ready to guarantee consistent data across your entire order process? Request a demo here