Customer Data Quality

Customer data quality improves customer relationships, sales, and support to improve customer experience and loyalty. Masterdata understands how to implement data quality solutions that manage the complexities of African data to ensure optimal customer data across your landscape.

Customer Data Quality: The Backbone of your Customer processes

Clean and accurate customer information is the backbone of many of your most critical customer information systems. Digital transformation and the shift to omnichannel marketing strategies mean that opportunities to engage with and service customers depend on data. We specialise in ensuring unique, accurate and valid customer data across systems and business processes.

You need highly accurate, timely and valid data to power your decision-making applications and improve customer relationships. Poor customer data quality, on the other hand, means missed opportunities, unhappy customers, and wasted costs.

Combine the industry's leading data quality methodology and software for cleansing, improving and linking customer data to drive more successful marketing, sales and customer support initiatives.  

• Increased Sales performance
• Boost Customer Satisfaction
• Improve Marketing Effectiveness

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Why is Customer Data of Poor Quality

Customer data quality suffers for several reasons.

Firstly, incomplete data collection processes may result in missing or inaccurate information about customers. Secondly, data may become outdated over time if not regularly updated or maintained. Lastly, inconsistent data entry practices across different systems or departments can lead to discrepancies and errors in customer records. Addressing these issues is crucial for ensuring the reliability and usefulness of customer data. Explore more about the reasons why customer data is often of poor quality.

Importance of Customer Data Quality in Customer Engagement

The impact of poor quality customer data extends beyond financial losses and can result in various negative consequences, including lost opportunities, reputational damage, billing errors, frustrated customers, and even regulatory noncompliance 

Data integrity plays a vital role in fostering meaningful engagement with customers. Maintaining accurate and reliable data ensures trust and credibility in business interactions.

When data integrity is compromised, it can lead to misunderstandings, errors, and mistrust. Therefore, organizations must prioritize data integrity as a foundational aspect of their engagement strategies.

Omnichannel assumes Customer Data Quality

Omnichannel conversations refer to seamless interactions across multiple channels, providing customers with a unified and consistent experience.

In today's digital landscape, customers expect businesses to engage with them effortlessly across various touchpoints, including social media, email, and phone calls. Without customer data quality organisations cannot easily embrace omnichannel communication strategies that enhance customer satisfaction and loyalty. Discover more about creating conversions through omnichannel conversations.

How Can Marketing Extract Value from Big Data

Big data presents vast opportunities for marketing to extract valuable insights and improve targeting strategies.

By analyzing quality customer data from diverse sources, marketers can gain a deeper understanding of customer behaviour, preferences, and trends. Leveraging advanced analytics techniques allows marketers to personalize marketing campaigns, optimize resource allocation, and drive better business outcomes. 

One industry that is transforming at pace is retail. Get this Forbes report on the opportunities for retailers to extract insights from customer data

Business Drivers for Quality Address Data

Quality address data serves as a critical asset for businesses across various industries.

Accurate and up-to-date address information enables effective communication, logistics management, and customer service. Moreover, quality address data enhances marketing efforts by ensuring targeted outreach and reducing wastage. Understanding the business drivers behind quality address data is essential for organizations seeking to leverage data effectively.

The Value of Quality Address Data

Quality address data holds immense value for businesses across various sectors, and improves customer data quality.

Accurate and up-to-date address information facilitates smooth communication, efficient logistics management, and targeted customer service. It enables precise targeting of a target audience, reducing the likelihood of misdeliveries or failed communications.

Moreover, quality address data enhances marketing efforts by enabling targeted outreach and personalized messaging, improving conversion rates and customer satisfaction. Additionally, reliable address data enhances data analytics initiatives, providing insights into geographic trends, market segmentation, and customer demographics. 

Dealing with Complex South African name and address data

Leverage our 10 years of experience with hundreds of millions of South African name and address records to cut years of development from your name and address data  projects.

Our unique business rules include:

• Automated correction of thousands of spelling variations and errors for place names to improve customer data quality

• Data enrichment with postcode and geocode for valid postal addresses (box and street address types)

• Numerous business types and phrases standardised to English variation

• Elementisation of unstructured name and address e..g House Number, Street Name, Street Type to create structured addresses

• Geocodes (longitude and latitude points) for over 9 million South African street addresses and hundreds of other countries

• Standardises and matches English and Afrikaans address types of the shelf

• Comprehensive householding and individual match rules 

Example data

Key	Original Name	Address Line 1	Address Line 2
1	ABC Apteek (Edms) Bpk	ATKV Gebou 15delaan 42 Magaliesig
2	ABC Pharmacy (pty) Ltd	42 Fifteenth Avenue	Magalieview

After processing, we generate new, improved data

Key	Business Name	Complex	House #	Street Name	Suburb	Post Code	Matched Key
1	ABC Pharmacy	ATKV Building	42	15th	Magalies View	2067	00000001
2	ABC Pharmacy		42	15th	Magalies View	2067	00000001

Drive Adoption of CRM platforms through Customer Data Quality

Poor customer data quality may not sound like a problem, but studies show that 70% of all CRM data becomes obsolete, inaccurate or irrelevant on an annual basis. Bad data has been estimated to waste 550 labour hours for each salesperson working in your CRM, costing you hundreds of thousands per year.

Drive adoption of your CRM platform through enhancing customer data quality: Salesforce®, Microsoft Dynamics® and SAP® to provide access to accurate customer data you can trust

• Correct data quality as new records are being captured through the front end
  • Seamlessly validate and enrich addresses in more than 250 countries (using both postal and non-postal data sources and geocodes)
  • Achieve instant awareness of address deliverability, email validation, phone standardization and phone append
• Identify and merge duplicate accounts, contact and leads

Customer Data Quality: Validation and Enrichment

Through Precisely's location intelligence offering, we reduce errors at the point of capture. Through the enrich offering we add value with curated data sets including location data, demographics and points of interest. 

• High-performance typeahead APIs for address validation and efficiency
• Telephone and email validation

This helps to ensure that your customer data is complete, accurate and actionable and helps to boost your customer outreach. 

See how one of the UK's leading retailers interprets customer data for estimating store performance and acquiring a better understanding of their catchment areas and general customer shopping behaviour.

A brief introduction to geocoding using the Precisely API

Data silos remain a significant hurdle to understanding customers. Spectrum Customer 360 uncovers hidden relationships between customers, products, channels and more.

Of course, customers are only one aspect of making a sale.  Ensure quality product data to make it easier for customers to find what they need, and for salespeople to price correctly.