May 19, 2020

How fresh customer data leads to business growth

Marketing
consumers
Big Data
tips and tricks
Tristan Anwyn
3 min
How fresh customer data leads to business growth

Is your customer data fresh?

Stale customer data can hamper your business and have a negative impact on the customer experience. That's why it's important that you take the time to keep your customer data up to date.

What are the implications of outdated data? And what can you do to keep your records updated?


Fresh Data Enhances the Customer Experience

It is important that every interaction your customer has with your business gives a good impression, but out-of-date data can hinder that.

Your customers may miss out on relevant messages or in contrast could get duplicate emails, texts, or printed materials. This can look spammy and make them feel annoyed with your business.

Incorrect data can also mean mistakes in personalization. Getting a customer's name, title or job title wrong reflects badly on your business, making it look like you don't value them enough to address them correctly.

Fresh Data Saves You Time and Money

It is all too easy for outdated data to start clogging up your databases.

Customers move locations, change phones, move jobs or switch email addresses. Some might change their name. Before long, your data will start to get a little stale.

As the article "How Keeping Customer Data Fresh Helps Grow Your Business" points out, stale data can cost you time and money.

Stale data could mean:
 

  • Emails that go unread;
  • Phone calls that are never returned;
  • Mail sent to the wrong address;
  • Duplicate emails;
  • Incorrect personalization.


All of this can have a negative impact on your business, preventing you from reaching the people you want to reach.

Every incorrect detail also has a cost: every time you send a letter or email to the wrong person, you're wasting the postage, or using up part of your data limit, to no avail. There's also the time cost of reaching out to the wrong people.

 

How to Keep Your Data Fresh

So,just how can you keep your data fresh? You can start by:

 

  • Making up-to-date data a priority. Keeping records up to date should be a regular and valued part of your business practices;
  • Centralizing where you can. The more you centralize your data storage, the less likely you are to end up with duplicate or incomplete data;
  • Deciding who has access to data. The more people have access to data, the greater the chance of errors. Decide who truly needs access to data, and assign it only to those people;
  • Automating where you can. If you can automate data entry by integrating different applications, much of your data will get updated automatically, cutting down on human error;
  • Making data entry easier. Make data entry easier for your employees with user friendly interfaces, pre populated fields, setting some fields as mandatory and using dropdowns to help them make the right choices;
  • Developing data entry conventions. Having clear conventions on naming, how to write place names or state names and so on will keep your data cleaner;
  • Collecting email addresses. Every customer will have a unique email address. If you use this as part of their record, it will be easier to search your databases and flag up duplicate entries.


Keeping your data fresh will save you time and money and help keep your customers happy.

Make data maintenance part of your business, and make sure your team on is board so that everyone who handles data does so carefully.
 

About the Author: Tristan Anwyn writes on a variety of topics including social media, how to build customer relationships, content marketing and how to keep customer data fresh.

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Jun 14, 2021

Giving efficiency the full throttle at NASCAR

CDW
NASCAR
3 min
CDW is a leading provider of information technology solutions, optimized business workflow and data capture systems for the auto racing company.

The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.” 

NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well. 

2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer. 

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