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Back to basics

Back to basics. Presented by: Daniel Mourad Date: 25 th May 2007. Start at the bottom. Data quality implications Group exercise Tips & recommendations. Data Quality Implications. Customer experience ROI for CRM Operational efficiency Reporting on Management Information

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Back to basics

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  1. Back to basics Presented by: Daniel Mourad Date: 25th May 2007

  2. Start at the bottom • Data quality implications • Group exercise • Tips & recommendations

  3. Data Quality Implications • Customer experience • ROI for CRM • Operational efficiency • Reporting on Management Information • Enhanced staff experience

  4. Data Quality Implications • Customer experience • ROI for CRM • Operational efficiency • Reporting on Management Information • Enhanced staff experience

  5. Customer Experience • Strong negative reaction to brand = 69% Direct Marketing Association and Planet Ark 2004 • 31% of consumers have ended relationships with an organisation due to miss-communications Royal Mail & Experian 2004

  6. Data Quality Implications • Customer experience • ROI for CRM • Operational efficiency • Reporting on Management Information • Enhanced staff experience

  7. Data Quality Implications • Customer experience • ROI for CRM • Operational efficiency • Reporting on Management Information • Enhanced staff experience

  8. Benefits of Data Quality “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, Raising the stakes on address data quality Gartner White Paper, 2005

  9. Data quality implications • Customer experience • ROI for CRM • Operational efficiency • Reporting on management information • Enhanced staff experience

  10. Data quality implications • Customer experience • ROI for CRM • Operational efficiency • Reporting on management information • Enhanced staff experience

  11. Start at the bottom • Data quality implications • Group exercise • Tips & recommendations

  12. Customer data collection Telephone Voice/txt Sponsorship Forms/Letters Your Organisation Web Interactive TV Email Live Call Centre

  13. How contact data is used Customer service Billing Your Organisation HR & payroll Sales Marketing Distribution

  14. Exercise

  15. The data journey Data usage Data sources Database Service delivery Call centres Mail/Billing Internet Branches Analysis Primary Other channels Others Other channels

  16. The data journey Data usage Data sources Database Service delivery Call centres Mail/Billing Internet Branches Analysis Primary Other channels Others Other channels

  17. Start at the bottom • Data quality implications • Group exercise • Tips & recommendations

  18. Taking details and maintaining them

  19. Getting details right from the start

  20. Dan’s top tips for getting the basics right • Start at the end • Measure the data quality • Data is always changing

  21. QAS resources • Account Manager • Top ten tips for data management • White paper

  22. Thank you for listening Presented by: Daniel Mourad Date: 25th May 2007 www.qas.co.uk

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