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 v:
Enhance Her Experience At Every Touchpoint: Delight her and reduce errors at the same time. Autocomplete as she types or suggest corrections when she is done based on postal and other records. You’ll make it easy for her at every touchpoint, and she can confirm that you have the most up-to-date information.
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.
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.
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.