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

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Presentation transcript:

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

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

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

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

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

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

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

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

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

Customer experience ROI for CRM Operational efficiency Reporting on management information Enhanced staff experience

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

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

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

Exercise

The data journey Data sourcesDatabase Data usage Call centres Internet Branches Other channels Service delivery Mail/Billing Analysis Other channels Primary Others

The data journey Data sourcesDatabase Data usage Call centres Internet Branches Other channels Service delivery Mail/Billing Analysis Other channels Primary Others

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

Taking details and maintaining them

Getting details right from the start

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

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

Thank you for listening Presented by: Daniel Mourad Date: 25 th May