Corrie Brague is the Director of Product Marketing Management for Quadient. She leads the product marketing management team and helps to drive the direction of both Mailing and Data Quality solutions based on customer and market insight. Corrie has over 19 years of experience in data quality and mail automation software solutions. Prior to joining Quadient, Corrie worked at Firstlogic, Business Objects and SAP in various roles, including software engineering, development management, program management, and product management. Corrie has co-authored two books on Enterprise Information Management, contributing expertise in Data Quality, ETL, and Information Governance.
By 2020, the customer experience (CX) will overtake price and product quality as the key brand differentiator for consumers (source: VisionCritical). With CX on the rise, it is imperative that data be used to gain a clear understanding of your customers to ensure interactions and experience are consistent, meaningful, accurate, and even exceptional. However, knowing your customer can be a difficult goal to achieve if you rely on a complex mix of scattered data and isolated, single purpose systems. The result is bits and piece of the complete customer picture scattered across your organization.
Put data at the center of your organization’s customer experience technology ecosystem to fully leverage customer data as a strategic business asset.
Build up to it! Break down the end goal into consumable parts, and in the process, build up support within the organization, showing value along the way. Start by creating awareness, make improvements and then begin to pull your data fragments together.
1. Get a grasp on your data assets.
For many companies, the first step is that “ah ha” moment when they realize that poor data quality is the root cause for a business initiative failing. Starting with a specific customer journey is a perfect way to leverage data profiling and analysis to identify problem areas. Identify places where customer data is being used to drive an aspect of the journey and what standards need to be in place to ensure a positive experience. If you are sending an email communication as a part of a customer journey, you need valid emails to reach your target audience. What percentage of emails are either missing, invalid or undeliverable?
2. Make the necessary improvements.
Once you see a problem, take steps to improve the data to meet your customer experience objectives. For example, make a better connection with standardized, correct, complete and up-to-date contact data. Standardize customer attributes that are going to drive personalization efforts. Remove or replace incorrect, redundant, and outdated data. Improve your data quality and show the effect that it has on your results.
3. Pull it all together to create a single customer view (SCV).
As you are improving the data, cleansed and standardized data helps greatly in the consolidation process to ensure you have an accurate single customer view. And as you get to know your data and what data assets drive the customer journey, you have probably located a customer engagement point that requires a combination of sources that are quite cumbersome to pull together. For example, an email communication that is leveraging a combination of an email database, purchased lists, and CRM that are challenging to integrate. Start here as the beginning of your consolidated customer view. Then, onboard additional sources and systems when you are ready to tackle the next round. And don’t forget to continue to track and provide visibility into the value the single customer view is providing (e.g. the elimination of data preparation costs or data-related problems).
Start by establishing a priority on customer data quality by measuring the problem and its impact to the customer journey. Next, make improvements to your customer data quality to remove obstacles to achieve a positive experience. Finally, don’t overwhelm the organization with single customer view, build up to it!
At Quadient, we have solutions that support you to work toward creation of a single customer view. Leverage Quadient DataCleaner for data profiling, analysis and cleansing, and expand into Quadient DataHub to reap the benefits of a consolidated customer view. Our Data Quality solutions are right-sized and provide a fast time-to-value to create that solid data foundation needed to support your customer experience initiatives.