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Dynamite Customer Relationship Marketing
It Begins With Error Free Data
Communicating frequently and meaningfully with our customers is a good thing…if we’re actually reaching them as intended. According to a study done by The Data Waterhousing Institute, bad customer data costs U.S. businesses a staggering $611 billion per year in postage, printing and staff overhead. Learn how to combat discrepancies in your data.
The first step toward having better data is recognizing that there are problems and issues with the data. According to Phil Russom, Sr. Manager of Research Services at The Data Warehouse Institute, most executives are oblivious to the data quality issues that are slowly injuring their companies.
One of the most important pieces of customer data is the customer name itself, yet millions of customers receive personalized mailings with incorrect spelling of their name. Simple software packages can assist with name analysis by identifying name data that is likely incorrect and adjusting the data.
Addresses are also incomplete or incorrect as well. This is a huge problem with database marketing. Simple CASS processes can eliminate most of these issues and save your company wasted postage and other expenses.
To have better quality customer data, your company will have to make a commitment to continuously improve its data management practices.
For help with improving the quality of your customer data, contact O’NEIL Data Systems. Phone 866–659–0824 or sales@oneildata.com.
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