DQE: data quality for CRM

As we keep telling you, data is now the key to a winning CRM strategy. In fact, the customer data to which you have access every day enables you to create a personalized, relevant and lasting relationship with each and every one of them.

Having sufficient customer data is therefore the first step towards a data-driven CRM strategy. But the fact remains that the data collected is not always usable, mainly due to carelessness or typing errors.

Having usable customer data is the second step towards a data-driven CRM strategy. And this is the real challenge facing retailers and pure-players today. Goodbye faulty email addresses and non-existent zip codes, hello clean, actionable customer data.

And there's no secret to getting there: data quality software. Among them, our partner DQE. DQE is a recognized expert in customer data quality in France and abroad. Its modular solution is available in two processing modes: a preventive offer to avoid data entry errors (at the checkout and on the e-commerce site) and a curative offer to help you thoroughly clean up your database.

In this new article, we'd like to highlight the importance of a clean database for your CRM strategy, and the use cases between Splio and DQE that are sure to help retailers and pure-players alike!

Definition of Data Quality

Data quality refers to the set of characteristics that determine whether data is reliable, accurate, complete, up-to-date and usable for business purposes.
Good data quality involves, for example:

• absence of duplicates (e.g. two files for the same customer)
• valid contact details (e-mail, telephone numbers, postal addresses)
• consistent formats (e.g. capitalization of proper names)
• regularly updated information
• and compliance with current regulations (such as RGPD)

Focus on DQE: a key player in data quality

With a presence in Europe, China and the United States, DQE has established itself as the benchmark publisher in Data Quality. Its day-to-day mission is to help brands make their customer data more reliable.

And data quality is no small matter for retailers! These days, retail brands have several sources of data, both offline (store networks, franchises, etc.) and online (e-commerce sites, social networks, marketplaces, etc.). In short, it's enough to create a lot of duplication and open the door to a mountain of typing errors!

It was at this very moment that a Data Quality solution from DQE (DQE One), comes into play. The solution helps retailers maintain a clean, activatable database.

1. Acting at the time of data acquisition to avoid adding erroneous data

Whether online or in-store, DQE offers input assistance to the person adding the contact details (the sales assistant at the checkout or the customer him/herself on the e-commerce site).
This seasonal assistance includes a number of features that enable retailers to reduce typing errors when acquiring a new contact by between 30% and 60% on average. Here are just a few examples:

• Simplify and control the entry of French and international postal addresses, thanks in particular to a postal address autocompletion tool. The DQE search engine automatically suggests relevant postal addresses from the very first letters entered, even in the event of typos, spelling errors, phonetic approximations or inversions. It offers a high degree of error tolerance, while guaranteeing the reliability of the data recorded.
• Instantly check the integrity of email addresses and offer an email autocompletion tool. Based on the first and last names entered in the form, as well as the most common email providers, DQE suggests the most likely and reliable email address in real time.
• Real-time verification of telephone numbers. DQE offers real-time verification of telephone numbers during collection from all French and international operators.

2. Curative action to thoroughly cleanse and enrich your database

The DQE solution offers retailers a turnkey solution to ensure that their database is correctly completed and sufficiently clean to be used by the various departments (CRM, delivery, etc.).

This cleaning solution can be used to meet a number of requirements, including :

• Duplicate deduplication: DQE identifies and merges duplicates in a database, i.e. several files or records that refer to the same person, but are recorded in slightly different ways. For example, you have two records in the name of "Mrs Martin" and "Julie M. Martin", with the same postal address. The solution will synchronize the records to keep just one: Mrs. Julie Martin.
• Data standardization: DQE standardizes the way information is recorded, so that it complies with a consistent, structured format that can be used by tools (such as a CRM or marketing automation platform). For example, if the telephone numbers collected have different formats ("+33612345678", "06 12 34 56 78"), the solution enables you to standardize them to the international format: "+33 6 12 34 56 78".
• Data enrichment: DQE completes or enhances existing contact data by adding useful information from internal or external sources (always in compliance with RGPD). For example, if you have a partial postal address, enrichment enables you to add the missing elements (country, etc.).

The business and CRM benefits of a Splio + DQE duo

The success of a CRM strategy depends in part on the ability to activate clean, standardized data quickly and easily. By calling on DQE to work on the quality of the data recorded in the Splio marketing automation platform, retailers have every chance of :

🧑‍🤝‍🧑 Benefit from a unified view of their customers

The de-duplication and enrichment of data by a Data Quality solution such as DQE gives retailers a greater ability to have a 360° view of their customers (history, preferences, interactions). And a unified view of customers inevitably means better scoring and profiling capabilities.

💌 Improving customer experience and personalization

Using a Data Quality solution means ensuring that every customer interaction is based on accurate, up-to-date and consistent information. The CRM communications that retailers send out to their customers are then more relevant (better segmentation), more engaging (increased personalization) and more effective (the right message at the right time).

📈 O ptimize devrability

Whether by email or SMS, having clean, standardized data at hand is a non-negligible factor for a devrability otpimized. Indeed, the sending of an email or SMS campaign relies entirely on collected customer data (valid email and existing phone number). By limiting the number of invalid emails in their mailing lists, retailers can maintain the reputation of their domain name with ISPs (Internet Service Providers), thus preserving their devrability.

⚖️ Being RGPD compliant

The RGPD requires personal data to be reliable, accurate and legitimate. A Data Quality solution enables Retailers to meet these prerequisites to keep their database compliant - whether hosted in Splio's CDP or in the Marketing Automation tool: eliminate unnecessary or incorrect information (thus avoiding excessive collection), identify inactive, obsolete or unusable data (for better management of retention periods) and keep the database up to date (limiting typing errors).

💸 And of course, increase the ROI of their CRM actions

As you can see, having your own database enables retailers to maximize the effectiveness of their CRM actions by relying on reliable, structured and usable data (the right message to the right person), while reducing costs (fewer unnecessary mailings).

 

By way of conclusion, we'd like to remind you that a CRM cannot make its mark without the support of reliable data. The multitude of sources with which Retailers are confronted makes the work of CRM teams more complex, and in some cases even degrades the relevance and results of the actions implemented. Investing in a Data Quality solution is in fact a direct performance lever to boost the power of your CRM platform and opt for a data-driven CRM strategy.

Find out more about Splio and DQE use cases, contact us at !