by Berniem
23. September 2011 13:40
For those of us who work in the data cleansing industry there are so many positive responses that can be given for why is data cleansing so important? For an organisation that has not understood the value of their customer database before, or has not had board level commitment to include this as part of their Sales & Marketing strategy, this is a legitimate question.
There are so many reasons why data cleansing is important to an organisation, but here are some are the main few.
1. If we don’t know our customers or where they are, it is impossible to maximise their full buying potential resulting in missed sales opportunities.
2. As an organisation if we mail a customer who has moved and deliver to a new occupier, we build lack of customer confidence on a number of levels:-
Our customers who are not receiving our mail lose sight of who we are and believe we show no commitment to them as a supplier.
The new proprietors who receive mailings for someone who doesn’t live in the property talk about their experiences to family and friends resulting in negative word of mouth and damaged brand image increasing customer churn rates.
3. Many other services such as customer profiling can only be as accurate as the data you are working with. If you have out of date customer addresses and you are conducting analysis on buying trends, how can this be accurate if the data you are working with is inaccurate? Yet we can make important marketing decision based on such analysis.
4. If you hold information on a customer and do not attempt to “know your customer” you are infringing data protection legislation which can results in prosecution and further bad press.
It’s simple. Register with data8online free of charge today and process your customer database to obtain a free comprehensive report on your data. Don’t miss potential sales and customer opportunities because you haven’t considered data cleansing as important. Suppress your goneaway and deceased records now, and obtain forwarding address for movers and see greater return on investment on your customer base.