Are you maximising your customer data? Computer says no!

We all work extremely hard to win over new customers, but when it comes to recording their contact details correctly it’s extremely easy for inaccuracies to slip in. If your customer data is wrongly recorded and outdated, it will end up having costly consequences for your business.

So just ask yourself, are you maximising your current customer data?

Cleaning your Customer Data

The first step in maximising your customer data is in fact cleaning it. “Dirty Data” is incomplete and inaccurate data that can cause a harmful impact on the day to day running of a business including poorer decisions, wasted resources and failed communication, to name a few. In fact, Experian found that dirty data costs a business as much as 15%-25% of revenue annually.

So how can you clean your current data? AddressFix is a simple, easy to use web based service that allows you to clean up your entire customer list in the matter of minutes. Just think of it as a good ole’ Spring clean for your customer data. This will then provide you with accurately formatted addresses for your existing customers. With an accurate customer list, this can enable you to:

-Analyse your current customers by geographic location
-Create new sales leads and identify similar customers
-Identify and target new areas of growth and opportunity
-Develop tailored marketing campaign
-Enhance communications and make better business decisions
-Identify your share in the marketplace
-Co-ordinate location based sales activity
-Become greener and cut your costs to make sure you deliver to your customers, first time every time

Enhancing your Customer Data

The second step in maximising your current data is enhancing it through added value. Every company has legacy data, but it’s up to you to transform that data into a more meaningful and powerful tool for your business. In order to better understand your customers and identify new ones, the key tools you need to know are Small Areas, Electoral Divisions and NACE codes.

  1. Small Areas and Electoral Divisions

Small Areas (SA) help you get a highly detailed understanding of customer base. They enable analysis at essentially a road by road level allowing you to see just where your best opportunities are. Electoral Divisions (EDs) allow you to gain additional valuable insights on your customers and potentially find new ones. It is a widely recognised tool for market research and opens up additional levels of data analysis both from the current census and from previous years.

  1. NACE Codes

NACE codes are simply the codes given to each business to categorise them according to their business activity. When you add these business classifications to your data, you can identify and organise each business according to what they do, such as retail, construction, agriculture, transportation and so on. This then allows you to segment your lists and target per industry sector.

Using our expertise as GeoDirectory and backed by An Post and Ordnance Survey Ireland, you can be rest assured that we will always put your customers in the right place. GeoDirectory updates thousands of addresses each year, helping you to find customers you didn’t know were there. Check out what our customers have to say here.

And the best part? It takes just three simple steps to clean your address list! So why not take a free data health check by clicking here.

If you enjoyed this blog, you may be interested in learning about the Golden Rules of Data Quality.

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