Data quality and CRM must go hand in hand. If we consider the CRM (Customer relationship management) an administration model based on customer orientation, we will find that relationship marketing is a concept equivalent to individualized marketing or direct database marketing. Thus, the strategy does not focus so much on the product or service but on personalization, something that cannot be achieved when there are quality failures, as duplicates.
The quality of the data is essential to carry out this business marketing policy. Simply, sHace que sea necesario formar una databaseA database is an organized set of information that allows you to store, Manage and retrieve data efficiently. Used in various applications, from enterprise systems to online platforms, Databases can be relational or non-relational. Proper design is critical to optimizing performance and ensuring information integrity, thus facilitating informed decision-making in different contexts.... dependable starting from an identification of regular or potential customers and choosing a series of characteristics that allow dialogue, interaction to customize sales policies.
Data quality and CRM in a Big Data world
The objective, logically, is to be able to design the best marketing strategies to achieve profitability and business growth. According to the marketing consultancy Peppers & Rogers Group, “a company that focuses on its customers must use the information to gain a competitive advantage. “
If on the one hand, in its most generalized form, CRM refers to a set of practices and strategic thinking that bring us closer to the client, on the other hand, it also includes revolutionary technologies capable of extracting value from Big Data, in this circumstance used to support the administration of these relationships.
In reality, determine personal ties with the client is related to the tDecision making based on CRM data quality information provided by the management system of the repository or warehouse in which the company's customer data management is done, and where information from many different sources is integrated.
The quality of the data, therefore, is linked to the treatment of structured and unstructured data, marking the difference between traditional and current CRM.l, interactive vocation. Among other objectives, With each contact, marketing possibilities are sought and the image of the brand is taken care of through that dialogue with the client, whose opinion now has a viral impact in the context of the Internet.
The quality of the data and its potential.
The quality of the data influences a multitude of aspects such as the effectiveness of telemarketing. – Seeks to obtain the highest efficiency at the lowest cost-, on the success or failure of new product launches, in customer service, in marketing, in mass or direct email communications, in sales coordination and administration.
It is also a fundamental part for the successful implementation of CRM, which is based on ten success factors, according to Barton Golderberg, founder and president of ISM, a company that offers customer-centric business strategy services. Goldenberg enumera 10 specifically, the following:
1. Determine what we want to automate.
2. Automatic only the primordial.
3. Have the support of the highest levels of the company.
4. Use technology wisely.
5. Prototype the system.
6. Involve users in its construction and preservation of its quality.
7. Train users in its use and quality assurance of data in the CRM..
8. Motivate the staff who will use it.
9. Manage the system from within.
10. Create a committee for questions or suggestions.
At the same time Effective CRM You must have tools to manage social networks and create campaigns or manage initial information to complement it. These are actions that require magnificent data synchronization in order to find their hidden potential..
Rule: poor data quality
Despite this, not achieving goals is usually the rule. According to Meta Group, the underutilization of the system and the presence of duplicates, expired or incomplete data, o la The lack of a data quality standard in CRM affects the 55 al 75% of the CRM projects, as stated by consultant Ron Swift.
A proper data management policy that emphasizes data quality is critical and requires constant work that prioritizes master data, perform record validity checks, reduce duplications, mistakes and, in summary, follow a quality standard to keep them clean, organized and turn them into reliable information.
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