Delight Your Customers
Customer data accuracy,
a combination of data quality and data integration,
is our business.
You are investing in a Customer 360, Single Customer View, or Master Data Management project. Good idea. That is the best way to create truly remarkable customer experiences and garner exceptional customer insights.
However, those experiences and insights are only good if you accurately know your customer. To do that, you need to improve your data quality and to integrate your data.
Why does this matter?
85% of luxury sales come from customers already registered in your brand database. And simply put, you won’t treat your customer right, if your data is wrong. (Luxe Daily)
How Do I Get Great Customer Data?
You can believe your data, trust your CRM, and unify your data. These steps make it possible to have accurate, complete, and up-to-date customer information for a complete 360 degree customer view:
1
Enhance the Customer Experience At Every Touchpoint: Delight customers and reduce errors at the same time. Autocomplete as they type or suggest corrections when they are done based on postal and other records. You’ll make it easy for customers at every touchpoint, and they can confirm that you have the most up-to-date information.
2
Ensure Consistency: Every country and database uses its own format. Let them work together when you cleanse and standardize each address, phone number, and email address in your databases. Multinational organizations will want to also internationalize her data to make it possible to work across writing systems (e.g., Chinese, Korean, Greek) and countries while keeping the original information intact.
3
Bring It All Together: Integrate your data and create the single customer view you need. Use the CRM, CDP, or MDM of your choosing. Or, instead of replicating your data into a new system, integrate your data into a “System of Reference” which reconciles the data from the different systems. Keep the most recent information available for rapid look-ups, and use a unique, persistent ID to link back to the source customer data. This process speeds deployment and supports privacy regulations.
4
Enhance Your Data: Augment your customer data with useful information, such as gender information, geocoding, postal centroids, and country codes. For example, adding the latitude and longitude for each address makes it possible to map customers to invite them to events and improve store planning.
Enhance The Customer Experience
Strengthen your customer relationships by integrating Global-Z capabilities with the point-of-sale and e-commerce systems that interact with your customer or sales consultant. You’ll deliver more consistent, fluid, and frictionless shopping experiences that will delight your customer.
- Autocomplete data as customers type to promote speedier data entry and reduce typing errors. Or, suggest corrections after typing. Either way, you will give customers the opportunity to confirm and correct information on the spot. Changes can then be made available to update your customer databases.
- Real-Time Data Retrieval fills-in key customer information from the central record so that the customer does not need to enter data that you already know.
Ensure Consistency
Consistent data is more useful data. It makes it possible to prepare all of your customer records for matching and analysis as well as to build a true Customer 360 solution.
- Data Cleansing and Standardization involves parsing each name, address, phone number, and email address.
- Components, such as street names and attributes, are corrected and put in official, standardized formats. Examples of attributes include the following: Unit/Apartment/Flat, Premises, Number, Block Sequence, Street, City, District, Town, Postal Code, and Country.
- Potentially fake and vulgar names are flagged. Identifies common problem phrases in the name or address fields, such as phrases like “Do Not Mail” and “Unknown” in multiple languages.
- Verifies phone number syntax based on local requirements and validates against a reference database. Removes illegal characters. Identifies or inserts country code and local area code.
- Checks the email address format for compliance with internet standards (RFC 2822). Searches Domain Name System (DNS) to confirm that the domain exists. Corrects common domain errors and misspellings.
- Address verification ensures that each address is valid and complete. Ensures consistency across data components. Provides attribute quality codes to show whether a given address has enough information for a delivery to reach its destination.
- Internationalization makes it possible to compare records entered in different character sets. Global-Z covers more than 20 languages and nine character sets, including Traditional and Simplified Chinese, Cyrillic, Greek, Japanese, Korean, and Western European (Roman/Latin).
Related articles:
Navigating the Challenges of Data Quality and Recognition in China
Bring It All Together
Integrate your databases, create Customer 360 solutions and single customer views by creating a customer information hub. The hub is a System of Reference that links with all of your systems to reconcile information and, therefore, it will contain the most accurate, complete, and up-to-date information about every customer. Instead of continually replicating all of your data, the hub synchronizes specific customer information with the source systems on demand as they need information or has something to update.
- Data Silo Integration means connecting the systems from different parts of the organization. Luxury brands often have many data silos: e-commerce and brick-and-mortar, country by country, and product line silos. Each may have a distinct data structure and data format. Enabling them to “talk to each other” requires us to find equivalences in the data for things such as contact data fields, universal time, places, accounts, currency, and more.
- Customer Matching involves reconciling the records which belong to a particular customer and resolving data conflicts. Even standardized records for the same person may not match exactly. Personal data is always changing. People move. Individuals may provide a work phone number during one interaction and a mobile number during another interaction. Many people also have multiple addresses (e.g., primary and vacation homes), multiple phone numbers (e.g., fixed landline and mobile), and numerous email addresses (e.g., personal and work).
A technique known as “cascading” assembles data from different cleansed records for the same customer. It looks for differences between the records and uses advanced logic to resolve conflicts and fill in incomplete information.
Related items:
How to integrate data silos.
How to match customer records.
Enhance Your Data
Additional services can add significant value to your data.
- Geocoding provides latitude and longitude information for each address so that locations may be mapped. This data is especially useful for determining where stores and special events ought to be located. The data can also assist in identifying which retail location or delivery service can best assist your customers.
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