Big data and customer relations
Paris, April 27th 2017 – DQE Software, a DQM solutions publisher, is unveiling the results of the 1st survey carried out by Harris Interactive among marketing professionals to assess the maturity of French advertisers in terms of customer database quality management.
In this era of Big data, brands have a profusion of data for personalising and optimising their customer relation strategies. However, have they really adopted a “Data Driven” attitude that considers data quality just as crucial as quantity? Although 76% of respondents consider that data quality is essential, in actual fact, 71% of them do not have adequate tools.
Personalised experience and customer satisfaction are key issues for marketing departments, and most brands call themselves Customer Centric. Nevertheless, DQE Software wanted to find out if they have really grasped the value of their customer data. While the large majority of respondents are convinced that data quality is central to their marketing strategies, in reality, few of them have reached full maturity on the issue.
This telephone survey was carried out by Harris Interactive from 7 to 16 March 2017 among 75 decision-makers from marketing, CRM, Data, and Customer relations departments of advertisers (except pure players) with a workforce of more than 50 staff members, and it enables us to identify three main trends:
Poorly updated databases with a negative impact on the CRM programmes and conversion rates
76 % of marketing professionals contacted during this survey are convinced that data quality is a necessary prerequisite for improving the effectiveness of relationship marketing programmes, fosters customer relationships, and that it helps their marketing ROI. Better still, 63% are able to quantify the percentage of CRM programmes that fail because of the poor quality of customer data, and 24% among them consider that 1 out of 2 programmes is even doomed to failure if data quality isn’t perfect.
And yet, 46% of respondents still do not collect socio-demographic or behavioural data, which are sources of precious insights for meeting customer expectations, and 56% make do with data given by their customers and prospects – data that would enable them to better qualify new leads, while 93% of respondents state that they are not able to score them in real time due to a lack of proper knowledge about customer data.
Multiple customer databases, rarely synchronised, to the detriment of a complete customer overview
Even though cross-channel marketing is necessary for developing effective strategies, there are still barriers between the databases of the different channels. Nearly 1 respondent out of 2 (47%) has at least 2 customer databases, 1/3 has at least 3 databases and 19% has at least 4 bases. And yet 89% state that they do not synchronise all or part of their bases, which makes for deduplication at a varying degree of frequency: even though 11% state that they manage them in real time, 49% do it only once a month, or never, leading to direct consequences on quality and sustainability of the customer relations.
Data Quality Management tools are conspicuous by their absence
Although customer data quality management was deemed important by 93% of respondents, only 29% have a Data Quality Management tool and use systems that help real-time completion of their web forms or automatic verification systems in order to make customer data collection reliable.
However, 32% continue to check customer data quality manually (identity, postal address, telephone, email), thereby running the risk of error and diminished productivity, and 46% do nothing. This observation can be correlated with the 31% of respondents who consider that a Data Quality Management solution is not a necessary prerequisite for running a CRM properly.
According to Harris Interactive, this survey leads to the conclusion that advertisers are aware of the issues and advantages of collection and quality management solutions of customer data: provides a unified view of customer data, improves the efficiency of relational marketing programmes, simplifies the customer cross-channel pathway, preserves customer relations and screens marketing budgets.
But 75% of respondents state that they are not totally satisfied* with the solutions used for reliable data collection, quality optimisation or customer data management, at the risk of degrading the customer’s experience and satisfaction. Managing data quality is still an area that needs to be more widely democratised within French companies so that they become more decisively Data Driven.