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Back to basics

Back to basics. Presented by: Julie Duncan Date: 14 th 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.”.

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Back to basics

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  1. Back to basics Presented by: Julie Duncan Date: 14th June 2007

  2. Start at the bottom • Data quality implications • Group exercise • Tips & recommendations

  3. 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

  4. Data Quality Implications • Customer experience • ROI for CRM • Operational efficiency • Enhanced staff experience

  5. Data Quality Implications • Customer experience • ROI for CRM • Operational efficiency • Enhanced staff experience

  6. 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

  7. Data Quality Implications • Customer experience • ROI for CRM • Operational efficiency • Enhanced staff experience

  8. Data Quality Implications • Customer experience • ROI for CRM • Operational efficiency • Enhanced staff experience

  9. Benefits of Data Quality “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, Raising the stakes on address data quality Gartner White Paper, 2005

  10. Data quality implications • Customer experience • ROI for CRM • Operational efficiency • Enhanced staff experience

  11. Start at the bottom • Data quality implications • Group exercise • Tips & recommendations

  12. Customer data collection Telephone Voice/txt Sponsorship Forms/Letters Your Organisation Web Interactive TV Email Live Call Centre

  13. How contact data is used Customer service Billing Your Organisation HR & payroll Sales Marketing Distribution

  14. Group Exercise The data Journey Data usage Data sources Database Service delivery Call centres Mail/Billing Internet Branches Analysis Primary Other channels Others Other channels

  15. Group Exercise The data Journey Data usage Data sources Database Service delivery Call centres • How many call centres/ staff? • Inbound or outbound calls? • What volumes of addresses being entered & how long doesit take? Mail/Billing Internet • Are you selling via your website? • How many hits? • How many drop-offs? • How many orders? • How easy to place an order? Branches Analysis • How many branches? • Registration or application forms? • How many on a daily basis? • How long to complete the address • section? Primary • What application(s) are you using? • What are they being using for? Other channels Others Other channels • Telephone? • Email? • Sponsorship forms?

  16. The data journey Data usage Data sources Database Service delivery Call centres • Do you have goods being shipped? • Any SLA’s? • Any penalties? Mail/Billing Internet • How many items mailed daily? • How many items of returned mail? • How many returned invoices & at • what cost? Branches Analysis • Do you provide reports to • management? • How accurate are these reports? Primary Other channels Others Other channels • What else do you use data for? • Marketing? • Invitations? • Outbound calling?

  17. Start at the bottom • Data quality implications • Group exercise • Tips & recommendations

  18. Getting details right from the start

  19. QuickAddress Batch

  20. Top tips for getting the basics right • Start at the end • Measure the data quality • Data is always changing

  21. Thank you for listening …. Any Questions Presented by: Julie Duncan Date: 14th June 2007 www.qas.co.uk

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