Data is a critical but often overlooked component of delivering superior customer experiences. Most of us know firsthand how bad data creates a negative experience. Customers, rightfully, want to be treated as if they are special. They expect the companies they do business with to know them, understand them and remember them. Delivering on that expectation requires great data.
This past week I had the pleasure of representing Experian along with three of my colleagues in Chicago at IRCE (Internet Retailer Conference + Exhibition). The show ran the full gamut of the world of online retail with Ecommerce industry leaders representing many large online retailers as well as small retailers looking to embrace the next step.
My last blog post was entitled “Why every business needs a single customer view” (SCV). It points out the incredible value that a consolidated and consistent view of your data—organized by customer—can deliver but also acknowledges some of the challenges that prevent companies from implementing such a view. For a real-time SCV, obtaining technology to link to existing systems and to collect and store data is one of the biggest issues. Before any investments are made, however, it’s important to carefully plan what data will be used, where it will come from, and how you will make sure that it’s fit for purpose. To prevent, in the words of that oft-quoted adage, “garbage in, garbage out”!
“Boo!” Is that a ghost or ghoul? No—it’s something much spookier: bad customer contact data. Did you know that less than half of retailers trust their data to make important business decisions? In fact, 57 percent of retailers say that they rely on educated guesses or gut feelings to make decisions based on their data. While blood and guts may have a place in horror movies, gut feelings are simply not enough to go on for important business decisions. Accurate, reliable data to drive decision-making is a far stronger retail strategy.
A single customer view is a consolidated, consistent, and holistic representation of the data a business possesses about each of its individual customers. It’s often discussed as a marketing tool, frequently in the context of retail customers or consumers. Yet having a robust single customer view has value to most medium or large businesses – those whose customer base is too large for any single person to know and understand. And it has value beyond the marketing department...
In the world of Ecommerce, customer loyalty has never been more important. There are so many different options for a consumer when it comes to buying a product that price generally becomes the deciding factor. If you aren’t effectively building trust and maintaining a great brand reputation, you would want to make sure you have the most competitive prices. A little trust and a great reputation, however, can go a long way.
This year’s Experian Marketing Suite (EMS) Client Summit was one of many celebrations. This marked the tenth anniversary of Client Summit. There were many exciting announcements at the event including the news surrounding the finalization of the divestiture from Experian announced in November. There was also a bit of anticipation of what the new company and EMS experience would look like.
This week I had the opportunity to join leading marketing and Ecommerce professionals at the Internet Retail Conference & Exhibition (IRCE) show in Chicago, Illinois. While the windy city may be known for its beloved Cubs, Blackhawks, and deep dish pizza, this week it became the pinnacle of Ecommerce. Thousands of industry professionals attended to collaborate and discuss some of the problems they face and some of the innovative things they’re working on. While this show had a multitude of businesses attending, it was clear that consumer-centric organizations were king.
After collecting email addresses through various channels and validating only the form and syntax of those collected through their Ecommerce channel, Cabela’s had amassed a large number of suspected “bad” email addresses over the years. Experian Data Quality's batch email cleansing solution helped them recover a significant portion of email addresses to include in email marketing communications.