As customer information is entered into the system it must be checked for accuracy
within each of the different types of fields and if that customer already exists
in the system, the new information must be applied to that existing customer and
not to a new duplicated set of customer records.
Marketers often find employees have entered data incorrectly, incompletely, or in the wrong place. We can safely say that there is no significant business today that has all customer information at one place. Also, some information like gender or language just may not be collected. With weak controls on data that the use of Internet technology brought into play, it is typical to have unsuitable or completely wrong wording in some of the customer data. Also all languages bring their nuances in terms of the names. A typical example is William and Bill. Two very different words but in the English language they are equivalent names.
After your initial collection of customer data there will be periods of time when you have no communication with that customer. These periods of lack of communication may be relatively long. It is well known fact that customer information tends to degrade at rates as high as 4% - 6% per month, due to situations where the customer moves, or has changed employers or job titles and you only have their business address.
Our Data Hygiene solution is a result of decades of research work in this area and it is proven to render superior ROI over the short and long term. As the CEO of one of our customers once said: "Just the ROI on Data Hygiene paid for whole project!"
Marketers often find employees have entered data incorrectly, incompletely, or in the wrong place. We can safely say that there is no significant business today that has all customer information at one place. Also, some information like gender or language just may not be collected. With weak controls on data that the use of Internet technology brought into play, it is typical to have unsuitable or completely wrong wording in some of the customer data. Also all languages bring their nuances in terms of the names. A typical example is William and Bill. Two very different words but in the English language they are equivalent names.
After your initial collection of customer data there will be periods of time when you have no communication with that customer. These periods of lack of communication may be relatively long. It is well known fact that customer information tends to degrade at rates as high as 4% - 6% per month, due to situations where the customer moves, or has changed employers or job titles and you only have their business address.
Our Data Hygiene solution is a result of decades of research work in this area and it is proven to render superior ROI over the short and long term. As the CEO of one of our customers once said: "Just the ROI on Data Hygiene paid for whole project!"