The First Step To Omni-Channel Retail Marketing

Consumers interact with retail organizations through a multitude of channels, such as email, customer service departments, call centers, web-based social networking, in-store visits, and on-line shopping. Each and every touch point is an opportunity to enhance customer value and increase profitability. To do as such, data from each of these channels must be collected, linked to customers and integrated into a central marketing data bazaar or warehouse for investigation and marketing.

The number one reason for CRM failure is terrible data. On average, every 30 minutes, 120 business addresses change, 75 phone numbers change, 20 CEOs leave their employments, and 30 new businesses are formed. (Dun and Bradstreet)

Multiple Sources of Data Must be Integrated

Data often resides in separate systems and in various formats. For example, customer service calls might be kept in a separate system from customer purchases. Each of these interactions contains important customer details, that when combined, begin to create a complete view of the customer. Before creating a customer data warehouse, data must be standardized and cleansed.

Begin with a Data Assessment

A decent initial step is to evaluate the quality of your data with a data assessment that will help identify areas where data quality can be improved, what types of customer information might be missing, and other data problems that must be corrected and click

Clean You’re Data

Data quality software and processes should be put in place to integrate multiple data sources and automate data quality processes. They will likewise cleanse and standardize data so consistent formats can be integrated. You should likewise gain the capacity to integrate any number of data sources residing in varying formats and multiple storehouses to create a comprehensive, 360° customer view. Include data such as e-commerce exchanges, point of sale purchases, digital behavior, customer service calls, and credit card exchanges.

The omni channel retail software needs to consolidate customer data into a single record, eliminating duplicate data, then screen data to ensure it remains consistent and continues to line up with business rules. It will likewise append missing customer information for a more complete view of the customer.  It merits every step. One study showed that inaccurate data directly affects the primary concern of 88% of companies, with the average company losing 12% of its revenue.

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