Real World Data Quality Issues – #1 in This Series
One of our clients, a large software company, wanted to upsell their customers. They knew that if a customer had purchased one of their products (Product A) that they were an excellent candidate for purchasing a companion product (Product B). So they pulled a list of customers that fit this profile from their CRM system and ran a campaign targeting these customers.
Soon after, they started getting a lot of negative feedback. The problem was that a significant number of the customers who were targeted had already purchased Product B. This happened because the client’s CRM system had duplicate customer records (one associated with Product A and a duplicate associated with Product B). They didn’t have the promised 360-degree view that their CRM system was supposed to provide.
Didn’t Make Their Numbers/Alienated Customers
This company wasted time and resources on an inefficient campaign that didn’t produce the revenue they had projected. Perhaps more importantly, they alienated their customers. The customers learned that the company didn’t know what products they had purchased, didn’t have good records.
And there were more problems. Customers would call for support and were told they did not have support. The support reps didn’t see the support contract the customers had purchased because it was under a different, duplicate record. This did not go over well.
And then they called us.
But Fixing Data Is Difficult and Takes a Long Time
It doesn’t have to be. Data Studio, Acme Data’s data quality solution, delivers the powerful functionality that large enterprises require, that mid-tier solutions do not. And it implements in minutes. If that sounds unbelievable, good. It means we’re doing something significant, something better. You should put us to the test.
If you could use some help with data quality, contact us. We’re easy.
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