Data for better customer management
Getting a clear picture of your customers will help you manage them more effectively. Each piece of information that you collect represents a piece of the picture you have of your customer. If you don't value the quality and accuracy of the data, then the picture becomes distorted. You'll struggle to identify who your customers are, where they are based and how to engage with them. If data is a barrier in your customer relationships share your challenge with us. Or find the answer in the problems below and our customer case studies.
"Data for the Isle of Man?"
Dear Data Experts
Does the version of the Royal Mail's PAF supplied by Experian QAS for
use in QAS Batch contain data for cleaning addresses on the Isle of
Man?
The Data Experts say...
The Royal mail Postcode Address File (PAF) is the most up-to-date and
complete address database in the UK, containing over 28 million
addresses over 1.79 million postcodes (~15 premises per postcode). It
covers the the entire UK including Wales, Northern Ireland,
the Isle of Man and the channel islands.
"Company can't get name and address right"
Dear Data Experts
I am so fed up with companies constantly asking me to spell out my
name and address. Whether it's booking a holiday, opening an account
or paying a bill, I often spend so much time giving my name and
address that I give up! Even when I do persevere, I still get mail
with my details spelt incorrectly. What can I do?
The Data Experts say...
As a customer or potential customer it can be incredibly frustrating
to have to spend your valuable time trying to make sure your details
enter a database correctly. Thankfully plenty of companies these days
have recognised that using software tools to automate this process can
not only save them valuable time and money, allowing them to spend
more time developing their relationship with you, it can also save
you, the customer, tearing your hair out and going elsewhere!
"How can I differentiate myself as an organisation to attract and retain customers?"
Dear Data Experts
I really need some help in differentiating my organisation from
everyone else out there! We pride ourselves on being very
customer-focussed, but it's becoming increasingly difficult to attract
and retain the best customers. How can I make sure we give ourselves
the edge?
The Data Experts say...
By putting your customers at the heart of everything you do, you're
definitely on the right track! But have you considered how much you
really know about your customers? Do you make sure you're not
alienating them with inaccurate or inappropriate communications? Do
you track them when their circumstances change? Do you know about
their communication preferences? With this kind of information, you
can make sure that every communication with your customers is
correctly targeted and relevant. You will also make sure your brand
reputation isn't damaged by sending out communications to people who
can't or won't respond.
"Data Analyst tasked with identifying best customers within the best industries"
Dear Data Experts
I am a Data Analyst, and my boss has asked me to identify who our best
target customers are. Help, I don't know where to start.
The Data Experts say...
This can be a daunting task when you don't know where to start. You
need to begin by knowing who your current customers are. I suggest you
start by making sure your customer data is clean and consistent. Once
your data is up to date you can start appending profiling information.
This allows you to get to know your current customers; for consumers
this includes knowing where they live, how old they are, what they
like and how they live. For organisations this means the industries
they're in, how big they are, and what they are currently worth to
you. Armed with this information you're ready to identify your best
prospects. Good luck!
"Departments don't speak to one another!"
Dear Data Experts
I work in a marketing department and am always striving to be more
targeted by profiling and segmenting our customer data.
However, I feel like I'm fighting a losing battle as information is
held in different databases within various departments and it is
impossible to collate the information. It seems departments are only
interested in their own data rather than a holistic view. How can I
get buy in? How do I tackle this?
The Data Experts say...
I don't think you're alone; this is a common issue within
organisations. Not surprising when you think of the responsibility
that goes with merging various sources of data together and attempting
the Holy Grail that is the single customer view. Your organisation
needs a culture of contact data excellence and have some board level
responsibility for this. You might find some useful hints and advice
in our white paper
10
Top Tips for Data Management.
"Is it really that difficult???"
Dear Data Experts
I'm incredibly frustrated with some of my utilities providers and my
council. It seems the previous tenants in my property had a habit of
forgetting payments for bills and are being chased for these payments
at this address, despite me notifying them of their departure. The
ridiculous thing is that they send their bailiff threatening letter at
the same time as posting my bill which I pay! How can they have 2
accounts at 2 addresses? Is it that difficult to work it out?
The Data Experts say...
This situation is exasperating for both consumers and businesses
alike. It is a tricky situation as there is no new address to send a
bill to, and people dodging bills often return bills with "return to
sender" written on. There are tools to assist with this, whether
tracing software or suppression sets, or simply making small changes
to billing processes. Essentially this is the responsibility of the
organisation to solve and should be considered an important customer
service and cash flow issue.
Get involved
Tell us what contact data means to you and the challenges you face, in managing your data, via our online message board for the chance to win a Red Letter Days experience. *
* Department prize available for public sector entrants
