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

Email

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