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How disorganized data turns your customers off

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When we have a lot of data, we often say to ourselves: "Fantastic! Look at all this information we have to work with!"

When it comes to big data, our assumptions are often wrong. If information is disorganized, more will be less. And we won't be able to improve our customers' experience.

Email Campaigns

Let's say Jane Johnson is a loyal customer. She has one of your company credit cards. You then send her repeated emails about how she can lower her shopping costs by signing up for an in-store credit card. Jane eventually gets annoyed when she gets these emails repeatedly.

If this is something your customers are experiencing, you’re not doing a great job of managing your data. You've managed to alienate a loyal customer.

Customers like Jane, who is happy with her credit card, probably needs to be dropped from the list of folks to send email blasts and snail mailers. Think of how much resources you would save if you ensured the lists you were sending out were not to already existing clients.

Mixed Customer Lists

Here’s another big data conundrum you may be facing: mixing customer lists. When you do a marketing campaign, you need to make sure that you message is targeted towards an appropriate audience.

For instance, don't send a message to existing mortgage holders from your banking institution with financial offers in the same email blast that you’re sending to other customers who have already taken advantage of such offers.

People hate junk mail and spam. They especially hate messages that are not relevant to them. When you reach out to prospects and customers, you need to offer compelling value.

Using Big Data

Use your data to determine ways to send out effective emails and letters. Your data should tell you who ordered what products.

For example, if you are an auto parts dealer, all of the Web-based orders that get shipped out will have a lot of things in common. There'll be customers who order aftermarket parts, those who primarily order large box items like short and long block engines, and those who buy common parts, such as spark plugs, fuel filters, air filters, breather elements, and so on.

Creating separate campaigns for each of these customer sets is a much better approach than a general email blast. Find "value drivers" for each type of customer.

What motivates shoppers who mainly purchase aftermarket parts? What motivates shoppers who buy high-priced items?

How you manage data should also be optimized when it comes to your phone operations.

Make sure each client account is notated with what they have purchased before, what their interest rate is (if that applies) so your phone agents aren’t asking redundant questions or offering them promos they have already signed up for.

Organizing big data certainly takes effort. You may have to use business intelligence software (such as QlikView) to become operationally smarter.

Keep in mind the alternative: Data chaos leads to annoyed customers.

Contact: Marv Dumon at



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