how u.s organizations measure contact data quality
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How U.S. Organizations Measure Contact Data Quality
Jennifer Levin
Amanda Van Veen
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Overview
Review Experian QAS research findings
Provide tips to improve contact data quality
Highlight tools that help achieve accuracy standards
Questions & Answers
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Main Themes
Cross department management is complex
Current accuracy levels are low
Manual audits are common
Errors affect multiple business units
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Poll Question:
What’s the most important aspect of contact data quality to you?
► Cost savings
► Protection of organization reputation/brand
► Customer satisfaction
► Profiling/Analysis
► Efficiency savings
► None of these/I don’t know
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Research Methodology
June 2011
300 respondents
Finance, insurance and retail industries
Decision makers
IT, marketing, administration, finance, HR and operations
Contact data quality
► Physical mail
► Telephone
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Managing the Data
Organizations have multiple data collection channels
► 68% of respondents are capturing customer contact data through mobile applications
Data owners differ from data users
IT52%
Customer Service7%
Marketing13%
Sales9%
Mul-tiple de-
part-ments17%
Other2%
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Maintaining Contact Records
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Poll Question:
How confident are you in your contact data accuracy?
► Very confident
► Confident
► Not confident
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Low Level of Accuracy
23% cite inaccuracies
Customer Service creates most data errors
Most common errors: incomplete/outdated information & spelling mistakes
Barriers to accurate data are:
Knowledge of changes
Human error
Budget
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Barriers to Accurate Contact Data
0
20
40
60
80
Budget Senior Management Support
Knowledge of Changes Human Error
Time & Internal Resources None
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Current Strategies
82% currently have a data quality strategy
Over 75% view data management as essential issue
Data cleansing responsibility lies with IT
Organizations clean contact data through manual processes
Staff measurement
Manual review
Staff training
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Current Strategies
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Affects of Poor Contact Data
98% of respondents say staff budget is wasted on inaccurate contact data
Burden dependent on department
Administrative departments waste the most
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Tips for Success: Collecting Accurate Data
Consider a 360-degree view
Balance speed with accuracy
Create processes across business units
Eliminate the chance for human error
Consider real-time and batch mode data quality solutions
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About Experian QAS
Contact data verification, standardization, and enrichment tools
Business Processes(Marketing, Sales, Operations, Customer
Support, etc.)
CRM databaseVerified Records
Experian QAS
Clean,De-Duplicate,Enhance
Address Entry
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QASProducts & services
Service Options
• Real-time verification• Bulk processing - Lists & DBs• De-duplication
Data Verification
• Email• Phone numbers• Addresses• Names• Demographics
Deployment Options
On premiseOn-demand (hosted web services)
Bureau ServicesCRM Integrations: SFDC, MS CRM, Siebel, Oracle, SAP SugarCRM and
more…
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Summary
Data errors affect everyone – work across departments
Leverage technology to avoid common errors
Review confidence levels regularly to ensure improvements are made
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Questions
?Questions after the event?
Email: [email protected]
Call: 888-727-3985
Visit: www.qas.com
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Please visit www.qas.com for more information.