How U.S Organizations Measure Contact Data Quality

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How U.S. Organizations Measure Contact Data Quality

Jennifer Levin

Amanda Van Veen

© 2011 Experian Information Solutions, Inc. All rights reserved. 2

Overview

Review Experian QAS research findings

Provide tips to improve contact data quality

Highlight tools that help achieve accuracy standards

Questions & Answers


Main Themes

Cross department management is complex

Current accuracy levels are low

Manual audits are common

Errors affect multiple business units


Poll Question:

What’s the most important aspect of contact data quality to you?

► Cost savings

► Protection of organization reputation/brand

► Customer satisfaction

► Profiling/Analysis

► Efficiency savings

► None of these/I don’t know


Research Methodology

June 2011

300 respondents

Finance, insurance and retail industries

Decision makers

IT, marketing, administration, finance, HR and operations

Contact data quality

► Physical mail

► Email

► Telephone


Managing the Data

Organizations have multiple data collection channels

► 68% of respondents are capturing customer contact data through mobile applications

Data owners differ from data users

IT52%

Customer Service7%

Marketing13%

Sales9%

Mul-tiple de-

part-ments17%

Other2%


Maintaining Contact Records


Poll Question:

How confident are you in your contact data accuracy?

► Very confident

► Confident

► Not confident


Low Level of Accuracy

23% cite inaccuracies

Customer Service creates most data errors

Most common errors: incomplete/outdated information & spelling mistakes

Barriers to accurate data are:

Knowledge of changes

Human error

Budget


Barriers to Accurate Contact Data

0

20

40

60

80

Budget Senior Management Support

Knowledge of Changes Human Error

Time & Internal Resources None


Current Strategies

82% currently have a data quality strategy

Over 75% view data management as essential issue

Data cleansing responsibility lies with IT

Organizations clean contact data through manual processes

Staff measurement

Manual review

Staff training


Current Strategies


Affects of Poor Contact Data

98% of respondents say staff budget is wasted on inaccurate contact data

Burden dependent on department

Administrative departments waste the most


Tips for Success: Collecting Accurate Data

Consider a 360-degree view

Balance speed with accuracy

Create processes across business units

Eliminate the chance for human error

Consider real-time and batch mode data quality solutions


About Experian QAS

Contact data verification, standardization, and enrichment tools

Business Processes(Marketing, Sales, Operations, Customer

Support, etc.)

CRM databaseVerified Records

Experian QAS

Clean,De-Duplicate,Enhance

Address Entry


QASProducts & services

Service Options

• Real-time verification• Bulk processing - Lists & DBs• De-duplication

Data Verification

• Email• Phone numbers• Addresses• Names• Demographics

Deployment Options

On premiseOn-demand (hosted web services)

Bureau ServicesCRM Integrations: SFDC, MS CRM, Siebel, Oracle, SAP SugarCRM and

more…


Summary

Data errors affect everyone – work across departments

Leverage technology to avoid common errors

Review confidence levels regularly to ensure improvements are made


Questions

?Questions after the event?

Email: [email protected]

Call: 888-727-3985

Visit: www.qas.com

http://www.qas.com/

© 2011 Experian Information Solutions, Inc. All rights reserved.


Please visit www.qas.com for more information.

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Technology

How U.S Organizations Measure Contact Data Quality