How to get quality customer data for CRM

1
Why CRM Fail?

• Reasons for Poor Quality Customer Data
• and how to update with
• Fresh Data
• Data Check Central Inc.
• Prepared by Clive Thurston

2
What is Data Quality?Data quality is summarized
as the accuracy of particular piece of data
meeting the needs of the business.

• Data Quality is when your data have the following
  attributes
• Clear meaning
• Correct values
• Understandable format

3
Principles of Data QualityConfident data add
value to your business. Information quality
assured provided is

• Accurate (correct data)?
• Comprehensive (relevant for taking decision)?
• Valid (confirms to recognized format)?
• Timely (up to date)?
• Maintained(free from variation or contradiction)?

4
Why is Data Quality Important?Reliable,
accurate and timely data is critical to the
efficient functioning of business operations and
company's long-term competitive advantage.

• Maximizes productivity from CRM
• Assists operational management and strategic
  planning
• Expands customer base
• Increased customer satisfaction
• Ensures regulatory compliance

5
Common Sources of Data Errors

• Data input errors by employees customers
• External Data - Third party sources
• Data Migration or project conversion

6
Employees Customers Input Wrong data entered
into the database either by mistake or by
intentional act

• Misspellings / Transposed numbers
• Purposeful misrepresentation of data
• Data placed in the wrong fields
• Incorrect or missing codes
• Junk names or wrong domains
• Abbreviations given to data
• Erroneous data entered by customers to protect
  their privacy

7
External Data Inconsistencies

• Incomplete - missing fields
• Incorrect- Incorrect pairing of codes, wrong
  calculations
• Incomprehensible- Weird formatting wrong format
• Inconsistent - Different codes with the same
  meaning, inconsistent names and addresses
  inconsistent business rules

8
Data errors from Data migration/ Project
conversion

• Data Non-conformity -- Information stored in
  Non-standard format
• Inconsistent Data -- Merging various system
  results in data inconsistencies and wrong data
  representation
• Inaccurate Data -- Data deteriorates with time,
  this mounts errors during migration
• Data Integrity -- Missing relationship can
  degrade the quality of data

9
Cost of poor data quality to your business?

• Overlooked sales opportunities
• Reduced employee productivity
• Customer dissatisfaction
• Unproductive results from CRM
• Poor decision making faculty

10
Data Check Central Data solution

• Check Check Central offers data solutions
  tailored to your business. We assess, improve,
  and ensure consistent data quality in your
  organization.
• We offer four point program to assess and improve
  the quality of your customer/marketing data. Our
  process includes
• Data Appending
• Data Cleansing Improvement
• Data Modeling
• Data Migration and Integration

11
Benefits from Perfect Customer Data-

• Eliminate unnecessary data records
• Appends fresh data
• Identifies and corrects inaccurate data
• Reduces data input errors - Validate data at
  input
• Eliminate false null values
• Ensure data values stay as per business
• Establish and apply data standards.

12
Finally use data to improve marketing ROI

• Develop best customer profile
• Develop up-sell and cross-sell opportunities
• Develop multi-channel marketing - email, direct
  mail, phone calls, fax, etc.
• Develop targeted customer communication

13
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