Your datas, an intangible capital at the service of your customer knowledge

The statistics speak for themselves: the CRM databases would contain nearly 30% of obsolete information after one year and an anthology of incorrect contact data. Invalid email addresses, fake phone numbers, non-updated mailing addresses … the most basic identifying information that makes up the first level of your customer knowledge is a fundamental prerequisite for orchestrating personalized marketing strategies.

What is the point of knowing how to anticipate the behaviors of such a segment or to know at your fingertips the appetites of your personas, if you are not able to pass on these insights through concrete actions to your contacts? Your database must provide you with the information you need to develop your marketing campaigns, starting with the contactability data, the foundation of the customer relationship. It is only in a second time that you can enrich them with more intelligent data, to unfold complex relational strategies.

Reliability of essential information

Among your datas, some are priority. Their reliability must be clear. Name, surname, civility, postal address, active email, fixed and mobile numbers up to date … The idea is to make sure of the existence of the person, the coherence between the declared civility and the given name, that she has not moved or changed her phone number, she is really active on the given email address

By validating this information from the entry stage in your forms, you will have a sound basis to establish a lasting relationship with your customers. You can also protect yourself against possible fraud with an outdated or partially incorrect mailing address or a prepaid mobile number. It is then a question of grafting into the forms the mechanisms for controlling the quality of these data in real time – help with data entry, identity validation, mobile identification … – thus helping you authenticate your contacts reliably.

The importance you attach to data quality management upstream will have a positive impact on all your communication, with marketing campaigns addressed to the right people and on the right channel.

A unique and reconciled vision

For this approach to be effective and to ensure continuous data quality, it is important to apply the same rules and the same rigor to each touchpoint with your customers and prospects. In physical point of sale when you save them in a loyalty program, by email when you send them digital campaigns or during your mobile interactions, the data must be standardized, cross-checked and convergent.

And even abroad! Globetrotting consumers must be recognized in any country and any sales advisor must be able to feed his customer record with standardized information. For example, opting for auto-completion techniques that integrate international syntax rules as soon as you enter a form, or for a clienteling application, would make everyday life easier for many vendors. Your database will be formatted and homogeneous, avoiding divergent entries (the name of a department in one form and its number in another), duplicates re-registered for each interaction and other inconsistencies.

And if your organization imposes to have several customer files, French or international, think to deduplicate, duplicate or even check if the recorded data are still active: an unspecified move, an obsolete email, a fixed or mobile phone line suspended … as many stored datas that pollute unnecessarily your customer knowledge and impact the performance of your marketing actions.

Smart data VS Big Data

Once your database is up to date and qualified – and only then – you can expand your customer knowledge with unstructured data. Purchasing behaviors, interactions with brands, sociological data … data from the web and social networks are all useful indicators for defining marketing strategies.
But, more than on their massive and systematic collection, it is a question of emphasizing their analysis and the art of crossing them with your existing data. Think about priority and up-to-date data, global approach and customer-centric. In a word: prefer, to the accumulation of “big data” raw, cumbersome and often unusable, the refinement in “Smart data” speaking and especially actionable by your teams, according to clearly defined business needs.

Once again, everything is a matter of data quality: to be useful, the data must be valued in concrete actions: targeting, predictive analysis of customer needs, detection of dissatisfaction to correct or refine your strategy. They must allow you to address the right messages at the right time. Coupled with your qualified contact data, which ensures you to address the right person via the right channel, they enrich your customer knowledge and perpetuate your customer relationship.