It’s no secret that an organization’s success revolves around its consumers and their experiences. A key reason why organizations are focused on collecting the most reliable consumer data is to deliver a memorable experience to the consumer. Trustworthy customer data enables organizations across industries to know who their customers are and how to reach them.
In this blog, we will discuss how you can join over half of organizations that are making their customer experience a top priority through data quality. We have 3 data-driven tips to get you there.
1. Enrich your data
Data enrichment enables you to understand who your customers are and what they care about on a deeper level. This is more important than ever as the digital landscape enables consumers to tap into trends fast, giving brands a run for their money as they compete for consumer loyalty. We find that 85% of organizations say that leveraging data and data insights have been essential to successful digital transformation.
When you know your customers better—and how to reach them—you can better deliver a personalized customer experience that captures their attention instantly. By enriching your data, you can complete your database with attributes like census data, transactions, property records, finance data, and more. Equipping your sales reps, marketers, customer reps, and fulfillment team with this data enables them to deliver a personalized and seamless customer experience across the entire business operation.
2. Be agile in data
Agility is a key characteristic that many organizations are looking to embody these days. Our latest research uncovers 92% of businesses believe agility would enable better decision-making across their operations. Those consumer trends that are taking off on social networks require a business to be flexible. That flexibility is only sustainable and powerful when it is backed by high-quality consumer insights.
Data agility, a subset of business agility, has become top of mind for organizations in the last year that are trying to retain loyal customers and stay ahead of the competition both online and offline. Data agility entails high levels of trust in quality data, improved data experiences for users, highly personalized and relevant data are a few effective ways to maintain data agility. When you have the ability to make better and faster decisions, you can move with the ebb and flow of consumer trends, allowing you to continuously deliver a positive customer experience in-store, on your website, or on social networks.
3. Validate contact data
High-quality contact data sets are vital to delivering a positive and personalized customer experience—this is the foundation that sets your business up for agile success. Without the right email, phone number, or home address, you have limited ways to effectively reach your customers, and no way of appending consumer attributes. We find that 93% of business leaders say the quality of contact data has become more important over the last year.
Consumers are trendsetters—everyone is in tune with the latest and greatest trend. This is challenging for businesses as they keep up with their competition. The goal: Connect with your customers through their preferred channels before anyone else. That’s where contact data comes into play.
It’s normal for there to be multiple touchpoints between the brand and consumers across the buyer journey. We took a deeper look at how contact data validation may influence a department’s ability to deliver a seamless, consistent, and personalized customer experience.
- Sales – Sales reps are usually one of the earliest engagements customers have. For most, cold calling is a preferred channel to reach prospects or a business as it can be efficient and highly effective when the rep has the right phone number. Not only does this enable operational efficiency but it can also empower a confident relationship between the rep and the prospect when you can reach each other directly.
- Marketing – Marketing teams are focused on email marketing campaigns since it is a highly-preferred channel for consumers. We see that 72% of companies state that email is the most relied on for consumers. With validated emails, marketers can be confident that their emails are reaching the right inboxes (not the SPAM folder), reminding the prospect of their brand, and giving them a chance to seamlessly convert right there.
- Fulfilment – Fulfilment departments rely on address data to optimize routes and delivery rates to ensure a package is delivered to the right doorsteps. In turn, upholding the integrity and trust your customers have in your brand.
It’s clear that data quality solutions can enable businesses to deliver a seamless customer experience at all stages of their buyer journey—from first touch to delivery and beyond. These departments can experience benefits from all types of contact data validation whether that is email, phone, or address verification. Once there is a groundwork of quality consumer insights, organizations can enrich the data to get a deeper understanding of their consumers—which could be useful to sales reps and marketers. When the data is in-depth and reliable, leaders are empowered to make better and faster decisions.
Customer experience first
Empowering your business with reliable consumer data allows you to know who your customers are and how to reach them swiftly. Investment in user-friendly technology, and speedy systems can ensure your company is positioned to move forward as a data-driven, agile company. Learn more on how investing in data quality solutions can help to make the biggest consumer impact and deliver excellent customer experience.
