The importance of accurate data

We know that every business has a database. But not every business has the right tools and processes to manage it. Data is only truly useful if it’s accurate. 

Reaching the right people with the right contact details comes from managing your data effectively – and will likely result in improved customer satisfaction and a greater return on investment. 

With data being increasingly used to achieve goals such as task automation, it’s never been more important to ensure that data is valid and up-to-date before it enters your system. 

Spending over 20 years’ working with businesses to help shape their data strategies, the team has experience across the UK, New Zealand and Australia in many data-related roles. Here are a few words of advice from the Thryv Data team.

“Data is integral to how any business should be making decisions. Data alone is great, but it’s not enough. You need to be able to turn that data into actionable insights through analytics.”

"And once you can do that, you’re in a position to improve business processes, grow customer databases and engage them through the best channels."

Keep your customers close

“Businesses need to make sure that they treat customer data with the utmost care and respect"

“If a customer has entrusted their personal information to your business, you must value it and cherish it. The opportunity they’ve given you with sharing their data is huge.”

“Data can help decision makers generate more value from existing customers, help them find new customers or stop customers from leaving. Above all, the customer should benefit.”

“They should feel important and valued, and that their customer experience is optimised and tailored to them. Personalised experiences should promote customers’ loyalty to your brand.”

Start your data-driven journey

A senior stakeholder like a Data Manager or Chief Data Officer must be responsible for data management, and ensure their strategies help to deliver a seamless experience across the customer journey. 

“That way the customer is treated consistently across the board, using data like a common currency to dictate the communication strategy for each type of person.”

It's no secret that accurate data analysis and segmentation should underpin any data-driven strategy. That’s where trusted third-party tools like Helix Personas come in, which enriches customer databases by classifying them into distinct profiles and categories.

“Effective database segmentation lets you understand the humans behind your database, and organise customers into targetable groups”.

Keep your data accurate

Whilst stressing the importance of enrichment, Jenkins is cognisant  that a lot of organisations struggle with even the basics. 

“Name, address, email, mobile number – this information allows you to connect with your customers. So it’s crucial to get these details right the first time. This is the starting point for any data-related activity.” 

We believe, “With correct data, you’ll be able to reduce email bounces, RTS (return to sender) instances, failed phone calls, and become smarter about where to spend your marketing dollars. Leveraging data validation tools ensures data completeness and accuracy, which ultimately impacts your return on investment.”

If you’re interested in our range of enrichment tools, as well as keeping your database clean, accurate and up-to-date,  click  here .