back to basics presented by: adam mellor date: 12 th june 2007
TRANSCRIPT
Back to basics
Presented by: Adam MellorDate: 12th June 2007
Key areas
Start at the bottom
Your Organisation
Customer data collection
Sponsorship Forms/Letters
IVR line
Interactive TV
Web
Live Call Centre
Customer data uses.
Your Organisation
Marketing
Customer service
Distribution
Billing
Sales
HR & payroll
The Data Journey
Data SourcesData Stores
Data Usage
Call centres
Internet
Branches
Other channels
Service delivery
Mail/Billing
Analysis
Other channels
Primary
Others
e.g. marketing reply cards, enquiries from exhibitions
Capture and Clean
QuickAddress Pro
QuickAddress Batch
Implications
Customer experience
“31% of consumers have ended relationships with an organisation due to miscommunications”
Royal Mail & Experian 2004
Implications
Operational efficiency
“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 - Gartner
Implications
Reporting on management information
How well do you know your customer?
How can you make informed business decisions based on incorrect information?
Tips for getting it right.
Start at the end
What are the objectives?
What will the data be used for?
Ensure data is fit for its intended purpose
Tips for getting it right
Measure data quality
Each year:1,600 people die
18,000 move house
1,800 register with mailing preference service
18,000 register with the telephone preference service
Tips for getting it right.
Put effective processes in place
Capture, clean, maintain
Communicate the process
Training
Review
Resources
White paper
Top ten tips for data management
Thank you for listening
Presented by: Adam Mellor Date: 12th June 2007
www.qas.co.uk