We all know that having an accurate and up to date database of contacts is critical for building and maintaining customer relationships. A database filled with duplicates records and misspelt fields leads to sub-standard customer interaction, increased costs and the risk of fines due to non-compliance. Thankfully the Consentric team are here to help with our new feature ‘Merge’.
The cost of low-quality data
Research conducted by Royal Mail found that 61% of marketers struggle with duplicate records. This inaccuracy not only increases the cost of marketing activities but also decreases the quality of customer engagement.
Engaging with your customers and gaining their trust is key to building a long a fruitful relationship. Throughout the customer lifecycle trust is built through targeted and relevant multi-channel communications based on individuals’ identities. Without a clear single customer view and knowledge of the individual’s permissions, this is impossible.
The same can be said for drawing insights from your data. Low quality data leads to resource allocation in areas unlikely to drive business value. Having a clean data set allows accurate, actionable insights with the added bonus of helping keep you GDPR compliant; protecting you from fines and diminished brand value.
How Merge can help
Consentric Merge is designed to deal with the errors and inconsistencies commonly found in customer data. Errors in data silos are common, arising from information being mistyped, misheard or misspelt along with a host of other data entry issues.
Via a simple API call, Merge acts to consolidate the most relevant data from each duplicate record into a single customer view. This not only provides you with a richer view of the individual’s personal data, but also ensures that the most up to date permissions information is maintained, protecting against data misuse.
Merge’s carefully constructed data cleansing, authentication, suppression, and enhancement processes provide an unparalleled quality of data, leaving you to focus on how to build long and profitable relationships with your customers.