Relationships needing work…

I have noticed over the past year the amount of discussion CRM has provoked in the media. I believe it will continue to do so for a while longer, as providing better customer service will continue to drive companies in the 21st century. CRM will remain a buzzword in the IT press, and companies will continue to spend hundreds of thousands of pounds on implementing applications because they place such high value on the role IT plays in improving customer service. So why is it that these companies are less willing to spend money on auditing and ensuring the accuracy of the very data that will feed these applications?

In today’s competitive market, customer information is often a company’s most valuable asset; its sales and marketing potential is the means by which companies can stay ahead in the customer service race. For this reason it should be audited with the seriousness and regularity afforded to accounts and stock control.

Data quality continues to be one of the most ignored issues in any IT implementation. Yet, when a company has no data quality program in place, customer

information is probably no more than 60 to 70 per cent accurate – on average 12 per cent of the records companies count as individual customers consist of duplicated, corrupt or incomplete data.

Enlightened companies are realising the damage that can be caused through these inaccuracies and are seeking to perform data audits.

Mike Healy

Senior vice-president

ISI

Woking

Recommended

When you’re all white in America

Marketing Week

After reading Polly Devaney’s column “US wakes up to minority marketing demographics”, (MW last week) I was almost brought to tears. It is a well-documented fact that the US has long homogenised its ethnic mix. I was particularly amused by Devaney’s comment in the last paragraph that it seemed “amazing” that US marketers had overlooked […]

With apologies for our new job

Marketing Week

The press release sent out by our PR company announcing our appointment as a principal media agency for SWK & Partners stated the appointment was made as a result of a competitive pitch against the incumbent agencies MBS and Expert Media. This was incorrect. There was no competitive pitch; MBS having resigned a number of […]

British Airways creates Concorde marketers

Marketing Week

British Airways has created a marketing team solely for Concorde, in a bid to ensure the plane has a smooth return to service later this summer. The team will be headed by brand manager Wendy Turpin, who already oversees BA’s First Class marketing. Turpin will report to senior manager of long-haul flights Chris Janson. BA […]

Comments

    Leave a comment