Why do we care about customer information?
The main goal of keeping an updated customer information is to provide customers with a delightful ownership experience and to build up a solid base for the company’s customer oriented projects such as:
- Customer retention programs
- Customer acquisition programs
- Customer loyalty programs
- Other marketing events.
Despite the importance of customer information to any organization, There is no clear plan implemented within most of the organizations to capture, maintain, update and properly utilize our customers’ information. This project will help them in setting a clear plan that would enable them to provide first class customer service that will offer their customers due recognition and reward them for their loyalty.
There are two very important outputs that are generated within this practice:
1- Customer Status: This show us if the customer still uses our product or service he got from us or not, this information is used for retention activities and marketing activities to reactivate defected customers.
2- Record Status: This show us important information on duplicate records, wrong customer information, unreachable customers
The whole project progress is then measured through a detailed MIS report developed by the Customer Information Quality Analyst. The report gives statistical information about the customers data quality and the segmentation of our customers in terms of several criteria such as:
- Active Vs. Inactive customers
- Age Group
- Nationality
- Project or service
- Region
In brief, the customer is contacted by the CRM team staff to get and update the required information (Name, contact number…etc.) Once all the information is updated in the CRM, our record is updated to show that this customer data has been cleansed.
Customers who are unreachable the first time are contacted again later on the same day. If they are still unreachable they will again be contacted for two consecutive days before they are marked as unreachable in our record.
At the end of the month a compiled list is generated for all the customers who were unreachable, those customers are once again contacted to get their information.
The customers records of those who are still unreachable will be updated later on through the CRM team interactions with the customers during the full operation of the Unit.
The significance and value that the Data Cleansing project will add to the organization depend greatly on the practice of Data Housekeeping. Unless a certain methodology and a clear plan is designed –and most importantly- populated among all customer interacting touch points, the Data Cleansing will be a never ending project. Therefore, all departments should be informed and trained on the unified approach to creating new customer records and updating existing record (as a supportive form of Data Cleansing to be carried out by Sales and After Sales Teams)
