DQE: Data Quality Serving CRM 

We keep saying it, but data truly is the key to a successful CRM strategy. The customer data you access every day allows you to build personalized, relevant and long-lasting relationships with each of your customers.

Having enough customer data is the first step toward a data-driven CRM strategy. But in reality, the data collected is not always usable, mostly because of typos or human errors.

Having usable customer data is therefore the second step toward a data-driven CRM strategy. And this is where the real challenge lies for retailers and pure-players today. This means no more invalid email addresses or non-existant postal codes - just clean, actionable customer data.

To reach that stage, there is no secret : Data Quality Software. Among them, our partner DQE. DQE is a recognized expert in customer data quality in France and abroad. Its modular solution comes in two modes: a preventive approach to avoid entry errors (in-store and online) and a curative one to help you thoroughly clean your database.

Through this new article, we wanted to highlight the importance of having a clean database to carry out your CRM strategy successfully, and to share some use cases between Splio and DQE that will undoubtedly help retailers and pure-players alike.

What is Data Quality ? 

Data Quality refers to the key characteristics that determine whether data is reliable, accurate, complete, up-to-date and usable for a company's need.
Data quality means, for example:

• the absence of duplicates (e.g. two records for the same customer)
• valid contact details (emails, phone numbers, postal addresses)
• consistency in formatting (e.g. capital letters for names)
• regularly updated information
• and compliance with current regulations (such as GDPR)

Focus on DQE : a key player in data quality

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

And data quality is no easy task for retailers! Brands today manage multiple sources of data, whether offline (store networks, franchises) or online (e-commerce sites, social media, marketplaces). This easily creates duplicates and leads to numerous typing errors. 

This is exaclty where a Data Quality solution such as DQE One comes into play. It helps retailers maintain clean and actionable customer data.

1. Acting at the point of data collection to prevent errors 

DQE assists the person entering contacts details, whether it's a sales associate at checkout or a customer on the e-commerce website. This assistance is provided through several features that help retailers reduce typing errors by an average of 30 to 60% when acquiring a new contact. For example : 

• Simplify and validate postal addresses : DQE offers an autocomplete tool that automatically suggests relevant postal addresses from the first letters typed, even if there are typos, spelling errors, or phonetic approximations. This ensures high tolerance for mistakes while guaranteeing the reliability of the recorded data. 
• Instant email verification and autocomplete : 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 valid email address in real time.
• Real-time phone number : DQE checks the validity of phone numbers instantly, both for french and international operators. 

2. Acting at the curative stage to clean and enrich your database

DQE also provides retailers with a turnkey solution to ensure that their databases are completed and clean and ready to be used by different departments (CRM, delivery, etc.).

This cleaning process includes :

• Deduplication: DQE identifies and merges duplicates in a database, which means multiple records referring to the same person but entered slightly differently. For example, you may have two records : "Mrs. Martin" and "Julie M. Martin", with the same postal address. The solution merges them into a single record : "Mrs. Julie Martin". 
• Normalization: DQE standardizes how information is recorded so that it follows a consistent, structured format that can be used by tools such as CRM systems or marketing automation platforms. For instance, if phone numbers are collected in different formats, ("+33612345678", "0612345678"), DQE normalizes them to the international format : "+33 6 12 34 56 78".
• Data enrichment: DQE enhances existing contact data by adding useful information from internal or external sources (always in compliance with GDPR). For example, if you have a partiel postal address, enrichment allows you to add missing elements such as the country. 

The business and CRM benefits of the Splio + DQE partnership

The success of a CRM strategy partly depends on the ability to quickly and easily activate clean, standardized data. By using DQE to improve the quality of data stored in the Splio marketing automation platform, retailers can : 

🧑‍🤝‍🧑 Gain a unified view of their customers

Deduplication and enrichment with Data Duality Solution like DQE gives retailers a 360° view of their customers (history, preferences, interactions). And a unified customer view means better profiling and scoring capabilities.

💌 Improve customer experience and personalization

Using a Data Quality solution ensures that every customer interaction is based on accurate, up-to-date, and consistent data. CRM communications become more relevant (better segmentation), more engaging (greater personalization) and more effective (the right message at the right time).

📈 Optimize deliverability

Whether by email or SMS, having clean and standardized data is a major factor for optimizing deliverability optimized. Campaign delivery depends entirely on the validity of customer data (valid email addresses and existing phone numbers). By limiting number of invalid emails in their contact lists, retailers protect their domain name reputation with ISPs and maintain high deliverability rates.

⚖️ Stay GDPR compliant

GDPR requires that personal data be reliable, accurate and legitimate. A Data Quality solution helps Retailers meet these requirements by eliminating unnecessary or incorrect information (avoiding over-collection), identify inactive or obsolete data (for better retention management) and keeping databases up to date (reducing input errors).

💸 And of course, increase their CRM ROI

As you can see, maintaining a clean database allows retailers to maximize the effectiveness of their CRM actions by relying on reliable, structured, and exploitable data (the right message to the right person), while reducing unnecessary costs (reducing wasted sends).

 

A CRM cannot perform miracles without reliable data. Managing multiple sources makes CRM teams' work more complex and can event reduce the relevance and performance of their actions. Investing in a Data Quality solution is directly boosts performances as well as your CRM platform's power while embracing a truly data-driven CRM strategy.

To learn more about how Splio and DQE work togather, contact us at !