Data Quality Is Key to Effectively Engaging Customers

When Engaging Your Customers, Data Quality Is Key

The internet has made it easier than ever to collect data about your customers. But does that data actually help more than it hurts? Only if it’s accurate, quality data. For effective customer engagement, you need to add data quality to your business toolbox.

Customer Engagement Today

Gone are the days when knowing your customers’ names and addresses was enough to remain competitive. Today, having a complete, 360-degree picture of your customers is essential.

That’s because technology has created new ways to reach customers and to nuance your relationship with them. You no longer have to treat customers as a monolithic group. Instead, you can leverage things like real-time analytics to deliver custom, individualized offers to different customers.

Approaching customers in this way is not just a nice-to-have feature. It’s essential in an age when your competitors are doing it. If you want to stay ahead, you need to have a complete understanding of your customers and use that information effectively when engaging them.

Customer Data Today

What does compiling a complete picture of your customers entail? It involves collecting a broad range of nuanced data points and making sure they are accurate.

Consider the following types of data points and how their role in understanding customers today is different than it was in the past:

  • Phone numbers: Once upon a time, phone numbers were all tied to landlines that were often shared by multiple people. Today, almost everyone has a personal cell phone number. Collecting accurate phone numbers is, therefore, more important than ever for engaging people on an individual basis.
  • Email addresses: Remember in the 1990s when email was mostly used for fun? Those days are over. Email is now a primary mode of communication for serious purposes. And because people tend to have multiple email addresses, it’s crucial to have the right ones on hand.
  • Location data: It’s no longer enough just to have a customer’s home address on file. To enable real-time, dynamic engagement, you need accurate information about where your customer is at a given moment. Geo-spatial technology helps you get that information, but it’s only useful if it’s accurate – and geo-spatial data sources, like device IP addresses, are not necessarily reliable indicators when used blindly.

Data Quality - Email Validation

Validating customer email addresses is an important part of the data quality process.

The list could go on, but the main point is this: The opportunities for understanding your customers through data are more nuanced and important today than ever. But in order to make the most of those opportunities, the data you rely on needs to be accurate.

Related: Using Data Quality as a Service to Create the “Golden Record”

Data Quality with Trillium

That’s precisely why Syncsort has added Trillium, the data quality platform, to its line-up of data integration and analytics solutions.

With Trillium – which includes Trillium Precise, a Data-as-a-Service offering that makes getting started and using Trillium for data quality easier than ever – you can ensure that the data you rely on to understand your customers is as accurate as possible.

In turn, you can engage customers more effectively than ever, creating personalized experiences and tailored offerings that will keep you ahead of the competition in today’s hyber-digitized world. Browse the suite of Syncsort products.

Christopher Tozzi

Authored by Christopher Tozzi

Christopher Tozzi has written about emerging technologies for a decade. His latest book, For Fun and Profit: A History of the Free and Open Source Software Revolution, is forthcoming with MIT Press in July 2017.
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