Over time, customer records gain errors, or gaps appear in the contact information. In addition, changes in your CRM systems can mean older records need auditing to make sure they can feed into your new database without trouble.
People change roles, companies move address, emails and telephone numbers need updating. These organic changes degrade the quality of your data, and then you have to consider data entry mistakes when the information was originally inputted.
Updating, and improving, the accuracy of customer records has many benefits.
- Increased customer satisfaction — Getting a customer’s contact details wrong is a quick way to lower their impression of your company.
- Better targeting — Once you have accurate information on existing customers, you can use this to build profiles of future target customers.
- Lower direct marketing costs — Sending direct marketing to the wrong person, whether via email or the post, costs your business time and money.
- Boost response rates — Existing customers can’t respond to your fantastic offers, if you’re sending them to the wrong person.
If you haven’t analysed your customer records in the last 12 months, then it’s time to check your data. Stage one is to complete a data audit.
Our systems ‘stress test’ your customer database to establish if
- The mailing address is correct.
- The contact number is TPS / CTPS registered.
- The email address has data entry errors.
- Any gaps in your data are highlighted at this stage, and form part of the overall data health check.
Stage two builds on the data analysis to contact each customer, correct errors and remove gaps. This data cleanse is also the ideal opportunity to enhance your customer information by gathering additional information and identifying additional points of contact in each organisation.
To find out more call 01244 521 557, or fill out our enquiry form.