Maintain customer master data

Trigger: A new customer registers across a retail channel, an existing customer submits an information change, or a data quality audit flags a discrepancy.

1. Receive customer data entry or modification request from a retail touchpoint
2. Validate the submitted data against standardized formatting and quality rules
3. Scan existing databases to identify and resolve duplicate customer profiles
4. Commit the validated updates to the central customer master database
5. Synchronize the updated records to downstream systems such as POS, e-commerce, and CRM
6. Audit data logs periodically to archive or purge inactive records

Outcome: A unified, accurate, and deduplicated customer profile is securely stored and synchronized across all connected retail systems.