Data is the lifeblood of Customer Relationship Management; it is the means by which users are informed about the customer, so they can best direct their decisions and actions to add value to the customer experience and meet business goals. The content of a CRM solution is as important as the people, processes and technology.
These six guiding principles will help you define your programme’s data strategy.
- Seek to enable better decision making, both for individual customers interactions and collectively to inform wider customer management strategy.
- Recognise that data is a tangible corporate asset and manage it as such; know why it is needed and for which customer journeys.
- Strive to add value to the customer data asset – reduce data redundancy, reduce party duplicates and improve data quality.
- Thoroughly test any matching strategies to ensure you do not create false matches.
- Design processes so they support adding value to the corporate data asset, recognising that data degrades over time.
- Make is easy to understand the context of customer data; display values descriptively, do not expose users to coded values. Records should have a named owner, an expiry date, a descriptive status, dates should be formatted consistently, and mandatory attributes should be used sparingly to ensure you can track known unknowns.