Why CRM Fail? Reasons for Poor Quality Customer Data and how to update with Fresh Data Data Check Central Inc. Prepared by: Clive Thurston

Reasons for Poor Quality Customer Data

and how to update with

Fresh Data

Data Check Central Inc.

Prepared by: Clive Thurston

What is Data Quality? Data quality is summarized as the accuracy of particular piece of data meeting the needs of the business. Data Quality is when your data have the following attributes: Clear meaning Correct values Understandable format

Data Quality is when your data have the following attributes:

Clear meaning

Correct values

Understandable format

Principles of Data Quality Confident data add value to your business. Information quality assured provided is Accurate (correct data) Comprehensive (relevant for taking decision) Valid (confirms to recognized format) Timely (up to date) Maintained(free from variation or contradiction)

Accurate (correct data)

Comprehensive (relevant for taking decision)

Valid (confirms to recognized format)

Timely (up to date)

Maintained(free from variation or contradiction)

Why is Data Quality Important? Reliable, accurate and timely data is critical to the efficient functioning of business operations and company's long-term competitive advantage. Maximizes productivity from CRM Assists operational management and strategic planning Expands customer base Increased customer satisfaction Ensures regulatory compliance

Maximizes productivity from CRM

Assists operational management and strategic planning

Expands customer base

Increased customer satisfaction

Ensures regulatory compliance

Common Sources of Data Errors Data input errors by employees & customers External Data - Third party sources Data Migration or project conversion

Data input errors by employees & customers

External Data - Third party sources

Data Migration or project conversion

Employees & Customers Input Wrong data entered into the database either by mistake or by intentional act Misspellings / Transposed numbers Purposeful misrepresentation of data Data placed in the wrong fields Incorrect or missing codes Junk names or wrong domains Abbreviations given to data Erroneous data entered by customers to protect their privacy

Misspellings / Transposed numbers

Purposeful misrepresentation of data

Data placed in the wrong fields

Incorrect or missing codes

Junk names or wrong domains

Abbreviations given to data

Erroneous data entered by customers to protect their privacy

External Data Inconsistencies Incomplete - missing fields Incorrect- Incorrect pairing of codes, wrong calculations Incomprehensible - Weird formatting & wrong format Inconsistent - Different codes with the same meaning, inconsistent names and addresses & inconsistent business rules

Incomplete - missing fields

Incorrect- Incorrect pairing of codes, wrong calculations

Incomprehensible - Weird formatting & wrong format

Inconsistent - Different codes with the same meaning, inconsistent names and addresses & inconsistent business rules

Data errors from Data migration/ Project conversion Data Non-conformity -- Information stored in Non-standard format Inconsistent Data -- Merging various system results in data inconsistencies and wrong data representation Inaccurate Data -- Data deteriorates with time, this mounts errors during migration Data Integrity -- Missing relationship can degrade the quality of data

Data Non-conformity -- Information stored in Non-standard format

Inconsistent Data -- Merging various system results in data inconsistencies and wrong data representation

Inaccurate Data -- Data deteriorates with time, this mounts errors during migration

Data Integrity -- Missing relationship can degrade the quality of data

Cost of poor data quality to your business? Overlooked sales opportunities Reduced employee productivity Customer dissatisfaction Unproductive results from CRM Poor decision making faculty

Overlooked sales opportunities

Reduced employee productivity

Customer dissatisfaction

Unproductive results from CRM

Poor decision making faculty

Data Check Central – Data solution Check Check Central offers data solutions tailored to your business. We assess, improve, and ensure consistent data quality in your organization. We offer four point program to assess and improve the quality of your customer/marketing data. Our process includes: Data Appending Data Cleansing & Improvement Data Modeling Data Migration and Integration

Check Check Central offers data solutions tailored to your business. We assess, improve, and ensure consistent data quality in your organization.

We offer four point program to assess and improve the quality of your customer/marketing data. Our process includes:

Data Appending

Data Cleansing & Improvement

Data Modeling

Data Migration and Integration

Benefits from Perfect Customer Data- Eliminate unnecessary data records Appends fresh data Identifies and corrects inaccurate data Reduces data input errors - Validate data at input Eliminate false null values Ensure data values stay as per business Establish and apply data standards.

Eliminate unnecessary data records

Appends fresh data

Identifies and corrects inaccurate data

Reduces data input errors - Validate data at input

Eliminate false null values

Ensure data values stay as per business

Establish and apply data standards.

Finally use data to improve marketing ROI Develop “best customer” profile Develop up-sell and cross-sell opportunities Develop multi-channel marketing - email, direct mail, phone calls, fax, etc. Develop targeted customer communication

Develop “best customer” profile

Develop up-sell and cross-sell opportunities

Develop multi-channel marketing - email, direct mail, phone calls, fax, etc.

Develop targeted customer communication

Data Check Central Inc Data Management Solution Thank you Visit our blog : http://datacheckcentral.blogspot.com/