Make accurate customer data the center of loyalty efforts

Share this content:
Make accurate customer data the center of loyalty efforts
Make accurate customer data the center of loyalty efforts

Your customers are your most valuable asset. It will always be important to secure new customers, but businesses also need to leverage relationships with existing customers for up-selling and cross-selling opportunities. 

Loyalty programs provide customers with benefits, but simply having a loyalty program isn't enough anymore. These programs need to contain accurate contact data for communication and analysis. Otherwise, offers may be irrelevant or customers may not receive promised materials, potentially damaging a good relationship. 

Inaccurate data plagues many businesses. It is challenging to correct these problems in one environment, and businesses today collect contact data in multiple channels, including websites, call centers, handwritten forms and at the point of sale. 

That means training staff on the importance of accuracy and putting verification tools in place at each entry point. Tie staff bonuses to accurate data collection as an incentive to double-check contact information with customers and show the organization's commitment to accuracy. 

Marketers must realize that even with thorough training, mistakes happen. Verification software tools ensure that an e-mail address is properly formatted, a phone number has a matching area code, or an address is deliverable.  

Once businesses have ensured data is collected accurately, they can create a single view of each customer. To accomplish this, an organization must consolidate data collected from multiple channels. Using software tools or a manual process, businesses can compare account contact data to look for potential matches. This allows staff to merge duplicate accounts. With all records contained in one central marketing database, you will have more effective and targeted communications, rather than duplicate offers.

While the process is time-consuming, it is worth undertaking, especially when you consider the potential savings and the effect on your brand's reputation. 

By collecting accurate data, marketers can more effectively communicate with customers, analyze behavior and buying patterns, and ultimately deliver a better customer experience and a strong return on investment to the business.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above