Did you know that on average, U.S. companies are collecting data from customers in more than three different channels? With all that data coming in from different places in different formats, it’s no surprise that 85 percent of U.S. companies believe their bottom line is affected by data issues.
Kicking your data into shape
Our databases are hiding a dirty secret—bad data. In this three-part blog series, we will explore three channels where bad data is collected and share how you can kick your data quality strategy into shape.
Your company website: The cornerstone of bad data habits
Imagine the following scenarios:
All of these scenarios are highly frustrating for customers, and can make them feel like they never want to engage with your company again. Failing to consider the quality of data being collected through your website is a big risk—U.S. organizations name their websites at the number one channel using for collecting prospect and customer data.
Keeping data clean
To avoid these kinds of poor customer experiences, you need to collect clean, accurate contact data. Whether it’s addresses, emails or phone numbers, you won’t be able to contact customers if you aren't sure who they are and how to reach them.
What causes these dirty data issues? About 60 percent of the time, it’s human error. A fat fingered street address, a transposed email domain—very small mistakes can create huge issues.
Implementing real-time validation solutions that verify and correct data at the time of entry can help catch very common mistakes. If a customer enters invalid information into a form, the website immediately prompts them to make a change before they can continue. Real-time verification asks for a correction while the user is still engaged and likely to give accurate information. This helps prevent bad data from impacting your customer satisfaction and your bottom line.
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