Post by wekeve7933 on Dec 5, 2023 1:53:19 GMT -8
While personalized experience and customer satisfaction are at the heart of the concerns of marketing departments, and most brands call themselves Customer Centric, DQE Software wanted to know if they had really taken the full measure of the value of their data clients. Although the vast majority of respondents are convinced that data quality is central to their marketing strategies, in reality, few of them have reached real maturity in this area. This survey, carried out by Harris Interactive by telephone from March 7 to 16, 2017 among 75 Marketing, CRM, Data, Customer Relations decision-makers within advertisers with more than 50 employees (excluding pure players), makes it possible to detect three major trends: 1.
Poorly enriched databases, with a negative impact on CRM Email List programs and conversion rates The marketing professionals surveyed in this study are 76% convinced of the merits of data quality, a necessary prerequisite to improve the effectiveness of relationship marketing programs, sustain customer relationships and control their marketing ROI. Better, 63% are able to quantify the percentage of CRM programs that fail due to the poor quality of customer data, of which 24% estimate that 1 in 2 programs are even doomed to failure if the quality of this data is not irreproachable. However, 46% of respondents still do not collect socio-demographic or behavioral data, sources of valuable insights to accurately meet their customers' expectations, and 56% are satisfied with those declared by their customers and prospects. Data that could allow them to better qualify incoming leads, while 93% of respondents say they are not able to score them in real time due to a lack of real knowledge of customer data. 2.
Multiple customer databases, rarely reconciled, to the detriment of a single vision of the customer While cross-channel is essential in the development of effective marketing strategies, boundaries persist between the databases of the different channels. Nearly 1 in 2 respondents (47%) have at least 2 customer databases, 1/3 have at least 3 databases and 19% have at least 4 databases. Except that 89% say they do not synchronize all or part of their databases , requiring deduplication at more or less regular frequencies: while 11% say they do it in real time, 49% do it less than once a month, if ever, with direct consequences on the quality and sustainability of customer relationships. 3. Data Quality Management tools that are conspicuous by their absence Even if managing the quality of customer data is considered important by 93% of respondents, only 29% have a Data Quality Management tool , relying on real-time entry support systems in their forms. web or automatic verification systems in order to make the collection of customer data more reliable. On the other hand, 32% continue to control the quality of their customer and prospect data manually (identity, postal address, telephone, email) with risks of error and reduced productivity, and 46% do nothing. An observation which can be correlated with the 31% of respondents who believe that a Data Quality Management solution is not a prerequisite for carrying out a CRM strategy. This study therefore allows us to conclude, according to Harris Interactive, that advertisers are aware of the challenges and benefits brought by solutions for collecting and managing the quality of customer data, namely: having a unified vision of customer data , improve the effectiveness of relationship marketing programs, simplify the customer's cross-channel journey, sustain customer relationships and control marketing budgets. But 75% say they are not completely satisfied* with the solutions used to make the collection more reliable and optimize the quality and management of customer data, at the risk of degrading customer experience and satisfaction.
Poorly enriched databases, with a negative impact on CRM Email List programs and conversion rates The marketing professionals surveyed in this study are 76% convinced of the merits of data quality, a necessary prerequisite to improve the effectiveness of relationship marketing programs, sustain customer relationships and control their marketing ROI. Better, 63% are able to quantify the percentage of CRM programs that fail due to the poor quality of customer data, of which 24% estimate that 1 in 2 programs are even doomed to failure if the quality of this data is not irreproachable. However, 46% of respondents still do not collect socio-demographic or behavioral data, sources of valuable insights to accurately meet their customers' expectations, and 56% are satisfied with those declared by their customers and prospects. Data that could allow them to better qualify incoming leads, while 93% of respondents say they are not able to score them in real time due to a lack of real knowledge of customer data. 2.
Multiple customer databases, rarely reconciled, to the detriment of a single vision of the customer While cross-channel is essential in the development of effective marketing strategies, boundaries persist between the databases of the different channels. Nearly 1 in 2 respondents (47%) have at least 2 customer databases, 1/3 have at least 3 databases and 19% have at least 4 databases. Except that 89% say they do not synchronize all or part of their databases , requiring deduplication at more or less regular frequencies: while 11% say they do it in real time, 49% do it less than once a month, if ever, with direct consequences on the quality and sustainability of customer relationships. 3. Data Quality Management tools that are conspicuous by their absence Even if managing the quality of customer data is considered important by 93% of respondents, only 29% have a Data Quality Management tool , relying on real-time entry support systems in their forms. web or automatic verification systems in order to make the collection of customer data more reliable. On the other hand, 32% continue to control the quality of their customer and prospect data manually (identity, postal address, telephone, email) with risks of error and reduced productivity, and 46% do nothing. An observation which can be correlated with the 31% of respondents who believe that a Data Quality Management solution is not a prerequisite for carrying out a CRM strategy. This study therefore allows us to conclude, according to Harris Interactive, that advertisers are aware of the challenges and benefits brought by solutions for collecting and managing the quality of customer data, namely: having a unified vision of customer data , improve the effectiveness of relationship marketing programs, simplify the customer's cross-channel journey, sustain customer relationships and control marketing budgets. But 75% say they are not completely satisfied* with the solutions used to make the collection more reliable and optimize the quality and management of customer data, at the risk of degrading customer experience and satisfaction.