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.