Back to basics Presented by: Adam Mellor Date: 12 th June 2007.
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Transcript of Back to basics Presented by: Adam Mellor Date: 12 th June 2007.
![Page 1: Back to basics Presented by: Adam Mellor Date: 12 th June 2007.](https://reader035.fdocuments.in/reader035/viewer/2022062423/56649de85503460f94ae2d58/html5/thumbnails/1.jpg)
Back to basics
Presented by: Adam MellorDate: 12th June 2007
![Page 2: Back to basics Presented by: Adam Mellor Date: 12 th June 2007.](https://reader035.fdocuments.in/reader035/viewer/2022062423/56649de85503460f94ae2d58/html5/thumbnails/2.jpg)
Key areas
![Page 3: Back to basics Presented by: Adam Mellor Date: 12 th June 2007.](https://reader035.fdocuments.in/reader035/viewer/2022062423/56649de85503460f94ae2d58/html5/thumbnails/3.jpg)
Start at the bottom
![Page 4: Back to basics Presented by: Adam Mellor Date: 12 th June 2007.](https://reader035.fdocuments.in/reader035/viewer/2022062423/56649de85503460f94ae2d58/html5/thumbnails/4.jpg)
Your Organisation
Customer data collection
Sponsorship Forms/Letters
IVR line
Interactive TV
Web
Live Call Centre
![Page 5: Back to basics Presented by: Adam Mellor Date: 12 th June 2007.](https://reader035.fdocuments.in/reader035/viewer/2022062423/56649de85503460f94ae2d58/html5/thumbnails/5.jpg)
Customer data uses.
Your Organisation
Marketing
Customer service
Distribution
Billing
Sales
HR & payroll
![Page 6: Back to basics Presented by: Adam Mellor Date: 12 th June 2007.](https://reader035.fdocuments.in/reader035/viewer/2022062423/56649de85503460f94ae2d58/html5/thumbnails/6.jpg)
The Data Journey
Data SourcesData Stores
Data Usage
Call centres
Internet
Branches
Other channels
Service delivery
Mail/Billing
Analysis
Other channels
Primary
Others
e.g. marketing reply cards, enquiries from exhibitions
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Capture and Clean
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QuickAddress Pro
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QuickAddress Batch
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Implications
Customer experience
“31% of consumers have ended relationships with an organisation due to miscommunications”
Royal Mail & Experian 2004
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Implications
Operational efficiency
“Productivity, customer satisfaction, growth,
and better opportunities to cross-sell and
up-sell across the customer base are the
primary benefits of improved address data
quality.”
Ted Friedman, Principal Analyst - Gartner
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Implications
Reporting on management information
How well do you know your customer?
How can you make informed business decisions based on incorrect information?
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Tips for getting it right.
Start at the end
What are the objectives?
What will the data be used for?
Ensure data is fit for its intended purpose
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Tips for getting it right
Measure data quality
Each year:1,600 people die
18,000 move house
1,800 register with mailing preference service
18,000 register with the telephone preference service
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Tips for getting it right.
Put effective processes in place
Capture, clean, maintain
Communicate the process
Training
Review
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Resources
White paper
Top ten tips for data management
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Thank you for listening
Presented by: Adam Mellor Date: 12th June 2007
www.qas.co.uk