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Data enhancement helps companies manage customer service information

Paul Newman Archive

In the 21st century, numerous businesses are reliant upon high-tech strategies for managing customer service. The process becomes complicated because whenever a consumer wants to get in touch with a brand, there are now many different channels for doing so. People are communicating using their phones, email accounts, mobile apps, Twitter pages and more. With all of these platforms, they're sharing information, but sometimes that knowledge is incomplete and needs improvement.

It therefore stands to reason that companies can benefit from using data enhancement solutions for beefing up their reserves of consumer information. This can help in numerous situations. If someone gets in touch via email, their message might not include their full name or any other contact information. If they call on the phone, it won't be clear whether it's their own personal number or a business line.

In practically every situation, businesses can benefit from rounding out their collections of information on each customer. Doing so can help them better serve those individuals in the future, even if they communicate using different channels that provide similarly incomplete information. The more data that companies have, the better prepared their consumer care agents will be.

According to IT Web, though, many companies are currently coming up short in this regard. Gary Allemann, managing director of Master Data Management, believes this is largely due to a lack of attention paid by companies to data quality. Many corporate IT offices have the CRM solutions in place to deal with consumers effectively, but their data isn't up to snuff.

"The lure of CRM solutions when they first became popular was their promise to provide a single view of the customer," Allemann stated. "This led to rapid uptake of in-house CRM solutions, with companies migrating their data into new systems expecting to see immediate improvements to their business' bottom line. However, despite investing heavily into CRM, many organizations found that their customer interactions did not achieve dramatic improvements - because the root problem of poor quality customer data was not being addressed."

This ideal of the "single view" will not be attainable unless companies are willing to invest significantly, both in terms of time and money, into improving the completeness of their data. This should not be a one-time pursuit, either - rather, IT offices should look to continually check their data and make sure it is as rich and informative as possible.