Capency unveils the most frequent errors committed by companies that have an impact on the quality of collected and stored data in databases!
Human error
Typos or spelling mistakes are the most common errors.
A moment of inattention during account creation or an incorrect re-entry by the cashier can impact the accuracy of collected information, thus affecting the quality of your databases: 33%* of data is damaged at the time of collection, with 4% related to typos.
The solution?
Integrate real-time data quality solutions to:
- Control and verify data before entry into the database. Goal: 100% correct data at the time of collection.
- Guide the user during field filling: precisely indicate the errors made and suggest corrections.
- Provide auto-completion to reduce the number of keystrokes and mathematically decrease potential errors.
Duplicates
Certain data can be collected through different sources and then stored in a single database (Unique Customer Repository or MDM – Master Data Management).
Without control at the time of recording, duplicates can be created. This is especially the case when information is not standardized or normalized across different touchpoints. The same contact may be considered a duplicate because their data is written differently.
the solution?
- Integrate a real-time preexistence search solution to detect if the data already exists in the database and avoid recording a duplicate.
- Perform regular corrective treatments to identify any new duplicates and merge relevant data when necessary.
Outdated information
Data evolve over time and can become unusable.
Example : 12% of French households move every year.
As a result, 12% of addresses become incorrect in the database if they are not updated, and can lead to NPAI. The same applies to emails, which can become obsolete and lead to hardbounces.
The solution?
Carry out recurring data cleansing and correction operations to guarantee the quality of your databases and reduce errors.
Incomplete data
Most companies have databases with missing values.
Whether due to an oversight or a deliberate error, this leads to difficulties in centralizing and exploiting all data across all communication channels.
In an omnichannel collection context, databases are built up throughout the customer’s lifecycle. As a result, not all data is collected at all points of contact. This results in incomplete databases. This affects the performance of marketing / CRM actions.
The solution?
Conduct enrichment campaigns to find missing customer data and activate new communication channels.
With Capency’s complementary Rekkolt offering, customer databases can be compared with the megabase of 36 million French consumers.