back to basics presented by: julie duncan date: 14 th june 2007
TRANSCRIPT
Back to basics
Presented by: Julie DuncanDate: 14th June 2007
Start at the bottom
•Data quality implications
•Group exercise
•Tips & recommendations
The Facts…
“In the UK only 26% of companies
have an organisation wide, formal documented
data management strategy.”
Dynamic Markets white paper
"How well do you know your customers?” July 2005
•Customer experience
•ROI for CRM
•Operational efficiency
•Enhanced staff experience
Data Quality Implications
•Customer experience
•ROI for CRM
•Operational efficiency
•Enhanced staff experience
Data Quality Implications
Customer Experience
Strong negative reaction to brand = 69%Direct Marketing Association and Planet Ark 2004
31% of consumers have ended relationships with an organisation due to miscommunications
Royal Mail & Experian 2004
•Customer experience
•ROI for CRM
•Operational efficiency
•Enhanced staff experience
Data Quality Implications
•Customer experience
•ROI for CRM
•Operational efficiency
•Enhanced staff experience
Data Quality Implications
“Productivity, customer satisfaction, growth, and better opportunities to cross-sell and up-sell across the customer base are the primary benefits of improved address data quality.”
Ted Friedman, Principal Analyst,
Benefits of Data Quality
Raising the stakes on address data qualityGartner White Paper, 2005
•Customer experience
•ROI for CRM
•Operational efficiency
•Enhanced staff experience
Data quality implications
Start at the bottom
•Data quality implications
•Group exercise
•Tips & recommendations
Your Organisation
Customer data collection
Sponsorship Forms/Letters
Telephone
Voice/txt
Interactive TV
Web
Live Call Centre
How contact data is used
Your Organisation
Marketing
Customer service
Distribution
Billing
Sales
HR & payroll
Group Exercise The data JourneyData sources Database Data usage
Call centres
Internet
Branches
Other channels
Service delivery
Mail/Billing
Analysis
Other channels
Primary
Others
Group Exercise The data JourneyData sources Database Data usage
Call centres
Internet
Branches
Other channels
Service delivery
Mail/Billing
Analysis
Other channels
Primary
Others
•How many call centres/ staff?
•Inbound or outbound calls?
•What volumes of addresses being entered & how long doesit take?
•Are you selling via your website?•How many hits?•How many drop-offs?•How many orders? •How easy to place an order?
•How many branches?•Registration or application forms?•How many on a daily basis?•How long to complete the address section?
•Telephone?
•Email?
•Sponsorship forms?
•What application(s) are you using?•What are they being using for?
The data journeyData sources Database Data usage
Call centres
Internet
Branches
Other channels
Service delivery
Mail/Billing
Analysis
Other channels
Primary
Others
•Do you have goods being shipped?
•Any SLA’s?
•Any penalties?
•How many items mailed daily?
•How many items of returned mail?
•How many returned invoices & at
what cost?
•Do you provide reports to management?
•How accurate are these reports?
•What else do you use data for?•Marketing?•Invitations?•Outbound calling?
Start at the bottom
•Data quality implications
•Group exercise
•Tips & recommendations
Getting details right from the start
QuickAddress Batch
Top tips for getting the basics right
Start at the end
Measure the data quality
Data is always changing
Thank you for listening …. Any Questions
Presented by: Julie DuncanDate: 14th June 2007
www.qas.co.uk