Why Data Quality is Essential for a Customer-Centric Strategy

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Why Data Quality is Essential for a Customer-Centric Strategy

November 18th, 2010

Teleconference: 1-866-237-3252

Passcode: 238577

© Experian Limited 2008. All rights reserved.

Confidential and proprietary. 2

Experian QAS reviews common, real-world customer service issues that arise from poor contact data and provides suggestions for improvement

Today’s speakers:

Erin Haselkorn

Marketing Programs and Data Quality Research Specialist, Experian QAS

Liz MacKenzie

Marketing Programs Specialist, Experian QAS

Experian QAS product demonstration

Questions from the audience

Welcome!Introductions and Overview of Today’s Session



What Does Customer Service Mean?

Customer Service:

Knowing your product, and being able to convey that product to the customer so they leave with a clear understanding

An organization's ability to supply their customers' wants and needs

The ability to provide a service or product in the way that it has been promised

Customers = the most important asset for any organization



Data Quality and Customer Service

Customer service concerns are often behind the decision to implement or improve data quality strategies

Accurate contact data can help with:

Communication

Customer expectations

360 customer view

Reliability



1. Communication

How does your organization communicate with its customers?

Email

Newsletter

Letters/Statements/ Postcards

Calls

Are contact details correct?

Outdated information

Incomplete information

Incorrect information



Case Study: Data Quality Impacts Communication

Educational Employees Credit Union

Situation

1,600 new accounts opened each month

2% of mail was being returned, including essential documents like disclosure forms, loan

forms, personal identification numbers, ATM cards

Concern about the impact of delayed documents on members’ trust and satisfaction levels

Solution

Real-time address verification software used in all branches

Integrated into the customer identification process (CIP)

Result

Returned mail is only experienced when a member moves and fails to notify the credit

union

Cost savings on printing and postage

Stronger communication, which promotes good member relationships



2. Customer Expectations

What are your organization’s service level agreements?

Marketing offers or coupons

Delivery

On-site visits

Service/ Response



Case Study: Data Quality Means Meeting Customer Expectations

Northern Michigan University

Situation

Launched self-service portal for students for administrative tasks, including address

updates

Policy is to have one accurate address per enrolled student to ensure delivery of important

information

With students updating their own address information, this policy was not being met

Solution

Real-time address verification that sits on their web portal

Tool will prompt for missing elements that students often leave off

Result

Ensured that the school has a deliverable student database

Class schedules, parking permits, and packages have a higher rate of delivery



3. Complete Customer View

When dealing with customer information here are a few key questions that should be asked:

Are all customer records in one location?

What are the impacts of having multiple records or files?

Do you understand what products your customers have and what they may want to purchase in the future?



Case Study: Data Quality Provides 360 Customer View

Saks Fifth Avenue

Situation

Collecting customer addresses across channels for use in clienteling efforts and marketing

communications

Customer Data Warehouse (CDW) was created to aggregate customer data to give a 360

customer view

Solution

Front-end address verification implemented at the point of sale in retail stores, online and in

call centers

Result

Data collected across all channels is standardized, complete, accurate, allowing for easier

consolidation of data within the CDW

Streamlined operations with far less re-work required to fix bad addresses

Higher confidence in customer data, leading to more effective clienteling efforts and more

targeted marketing capabilities



4. Reliability

Own your words

If something is stated to arrive on a certain date, make sure it does

If something happens where the item will not arrive on time, let the customer know

Be available for customers to reach out to you

Increase the reliability of customer data by having the right people, processes, and technology in place



Case Study: Data Quality Demonstrates Reliability

Rhode Island Department of Labor and Training

Situation

Unemployment Insurance program requires two correct addresses for every claim

One small error would cause delays, frustration, increased workloads, and the potential of

sending the wrong checks to the wrong people

Solution

Real-time address verification to check addresses as they are entered

Provides drop-down list that provides valid address options to select from

Result

Dramatic reduction in returned checks

Dramatic time savings

Reduced re-work of looking addresses up in a telephone book



Ensuring Accurate Contact Data

Training

Point-of-capture software

Back-end data cleansing

Third party resources

Continuous maintenance



PRODUCT DEMONSTRATION

QAS PRO



QASProducts & services

Real-time verification Clean & enhance

Clean

QAS Batch

QAS Bulk Processing

Phone & Email Batch

Enhance

QAS de-duplication tool

NCOALink®

Address

QAS Pro

QAS Pro On Demand

QAS Pro Web

QAS Pro API

Phone and Email

QAS Phone

QAS Email



Please visit www.qas.comfor more information.

http://www.qas.com/?tid=2326

http://www.qas.com/?tid=2326

Why Data Quality is Essential for a Customer-Centric Strategy

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