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5 steps to a single customer view
Jan 4 2012, 14:58 PM
Data quality software integration has proved to be a 'must have' company asset, as big data swarms the market.
Having data organised into a single customer view offers multiple benefits for business. Organisational rewards are an obvious advantage of this holistic approach, and have become ever-important as data continues to accumulate.
However, putting company data to use has become an even more prized asset among modern companies. Marketing strategies are now focussed more on what the business knows about the consumer than anything else, with social media marketing and search engine marketing pushing intelligent advertising.
But companies can learn a great deal from the data they have already acquired, and using a single customer view is a recommended way of achieving this.
Integrating into a holistic outlook isn’t all that simple however. In a recent Insurance and Technology article, Thomas Schutz of Experian QAS North America explains five steps to overcome in achieving a single customer view.
First of all, a strategy should be created before looking to implement new tools. Data migration must be well planned out and in keeping with the company's aims and needs.
In this way, all parties should be included to ensure that each department is integrated in the most effective way, with as little disruption as possible. The data within the system should also be reviewed, identifying patterns or errors in data collection channels.
The next step is cleansing existing data after the plan has been created. This will help with profiling information and will aid all departments in some way. To do this, contact information can be run through scrubbing tools that correct and standardize details, like mailing address, phone or email.
The final steps taken start with merging accounts and consolidating data wherever possible, ensuring each department shares information to create a complete view across the organisation. Then, remove duplicates using software that will match name and contact details together. A final data cleanse is required to prevent inaccurate and duplicate data from entering the system in the future. There are tools that can be put in place to enhance CRMs and Enterprise Resource Planning (ERPs).
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