SugarCRM: 5 tips to improve contact data quality

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Confidential and proprietary.

5 Tips to Improve Contact Data Quality

Featured Speakers: Jason Nassi, Jen Levin & Kate Kubena

Date: June 29, 2010

© Experian Limited 2008. All rights reserved.

Confidential and proprietary. 2

About Experian QAS

Contact data management overview

5 tips to improve contact data quality

New technologies for SugarCRM users

QAS for SugarCRM product demo

Audience Q&A

Today’s agenda



About Experian QAS

Verify, standardize and enrich contact information

Real-time and back-end solutions

Partnered with SugarCRM

11,000 customers worldwide

Over 1,400 customers in North America

Thought leader in contact data quality

http://www.qas.com/customers/case-studies/call-center-operators-validate-addresses-with-qas-112.htm

http://www.qas.com/customers/case-studies/experian-qas-reduces-costs-and-improves-customer-service-at-umpqua-bank-134.htm

http://www.qas.com/customers/case-studies/western-implements-address-verification-to-reach-alumni-115.htm

http://www.qas.com/customers/case-studies/incorrect-customer-address-data-causes-a-ripple-effect-114.htm



What is contact data management?

Proactive validation and upkeep of:

Postal addresses

Emails

Telephone #’s



Why is contact data management important?

Improve prospect & customer management

Enhance marketing analysis

Reduce operational costs

Increase return on CRM investment

The right contact data + the right follow up

=

Improved customer & prospect relationships



How is contact data managed?

Tip 1: Track mail deliverability and duplicates

Tip 2: Verify information before database entry

Tip 3: Know your data and how it got there

Tip 4: Appoint multiple data quality managers

Tip 5: Schedule regular database checkups



Tip 1: Track deliverability and duplicates

Deliverability and duplicates act as indicators for data quality

A tracking process allow organizations to monitor data accuracy and revise when necessary

Customer Case Study: Culligan Water Group

Tracked deliverability and discovered significant resources were wasted

Used outsourced company to handle 2,000 pieces/month of returned mail

Reduced returned mail by 92%



Tip 2: Verify information before database entry

Obtaining accurate contact information is always easier when a customer/prospect is engaged

Channels for customer engagement include:

Face to face

Web form

Over the telephone

Live web chat

Customer Case Study: Consumers Insurance

Leveraged address cleansing solution since 2003 but still had data quality issues

Claims department used QAS Pro Web to verify addresses before database entry

All returned mail was eliminated within 3 months



Tip 3: Know your data and how it got there

Identify data entry trends

Determine possible bottlenecks in the data entry process

Research data collection tools

Customer Case Study: Overstock.com

Errors occurred during checkout when customers quickly typed their information, hit submit, and moved on

Rolled out QAS Pro Web

Now, over 80% of errors are fixed without any need for customer involvement



Tip 4: Appoint multiple data quality managers

Understand who has the ability to create and/or update data within your organization

Figure out who has access to your organization’s data and for what purpose

Identify tools that empower staff and work across departments and facilities

Customer Case Study: University of Tennessee Alumni Association

Address verification used in call center

Poor campaign performance suggested that other departments needed access as well

Now multiple data quality managers exist, across departments

Data entry occurs faster and manual audits have stopped



Tip 5: Schedule regular database checkups

Complete regular database check-ups in combination with data capture best practices

Keeping databases up to date allow organizations to:

Ensure that old data is refreshed

Measure the success of your data quality strategy

Customer Case Study: Orange County Utilities

Uses QAS Pro on the front end in combination with a certified batch CASS tool

Understands the importance of a well rounded data quality strategy

With this process in place, their database is over 95% deliverable



A closer look at tips 2 & 5: enabling technologies

Verify before database entry:

QAS Pro for SugarCRM

Run regular database checks:

QAS Batch

NCOALink™ Move Update



QAS for SugarCRM

Real-time address verification and standardization

Seamless throughout all SugarCRM address capture points

Leverages QAS On-Demand platform

Multiple data sources and country sets available

Available for purchase via QAS – contact us for pricing



QAS for SugarCRM:product demo



QAS for SugarCRM:getting started

1. Purchase QAS for SugarCRM

2. Activate QAS On Demand

3. Download the QAS zip file from the SugarExchange

4. Configure QAS

1. Login to SugarCRM as an Administrator

2. Go to Admin > Developer Tools > Module Loader

3. Browse/upload the QAS for SugarCRMv1.0zip file

4. Install the file and then accept/commit the license

5. To access the functionality, edit an existing address > you will be prompted for your QAS On Demand username/password

6. Once you save the On Demand info, functionality is enabled



Summary

Your CRM system is only as good as the data stored within it

QAS’ 5 Tips ensure that only accurate contact data is entered

Look for enabling technologies & processes

Improved contact data will:

Improve lead management

Enhance marketing analysis

Cut operational costs

Maintain a professional corporate image



Next steps

Discuss your current data quality strategy with QAS

Kate Kubena

[email protected]

617-385-6707

Call us to schedule a data sample or a trial evaluation

mailto:[email protected]



Please visit www.qas.comfor more information.

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

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

SugarCRM: 5 tips to improve contact data quality

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