Top data-experts’ data management tips

I’ve had another “Monica Geller episode”. You know the girl from Friends who borders on the obsessive compulsive, with her lists, tidiness and need for order? Well, I’ve been struggling to successfully manage my “data management tips” data. What to do? Bookmark it? Evernote it? Download/save it? Or even print it and stick the hardcopy in a file? Just in time, I stumbled across an article from those ever-helpful NGData experts. It contains some great advice and, to spare you similar anxiety, we’ve summarised it into 10 top tips:

1. Decide on your critical data

Collecting and storing irrelevant data can muddy the waters and mean you lose sight of what is actually important/useful. Once critical data is decided, track and monitor its completeness to identify any team members that aren’t capturing what they should.

2. Avoid internal silos

It’s impossible to create a seamless journey for customers if data is not being shared across internal departments. Unique identifiers make it possible to map customers across channels and internal systems, generate a 360-degree view of them and respond to their unique needs.

3. Recognise data as “monetizable”

Seeing data, coupled with a client’s trust, as potentially the organisation’s most valuable asset changes people’s perception to and valuation of it. Add in statutory and compliance requirements and there is even more incentive for it to be protected and its movements tracked.

4. Simplify its capture

An easy-to-use CRM system all customer-facing staff are familiar and comfortable with is most likely to ensure that every interaction with the customer is chronicled. Oh and…STOP. USING. EXCEL. Now!

5. Make it accessible for those that need it

Those “out on the road”, and not just the marketers back in the office, often need to see and use this vital stored information. When they are able to access correct data, on a timely basis, stronger customer experiences happen.

6. Make your infrastructure solid

Knowing when an employee views or changes a record is a vital security measure and having an audit trail of this in place reassures customers that their data is being handled responsibly. Essentially, avoid complacency at all costs.

7. Collect info on how you were found

One of the most crucial elements of data to collect is how a customer found you. Where he led, others are following.

8. Avoid duplicate data

Storing duplicates is not only a waste of space, more importantly it causes frustration for both employees using the data and customers receiving communications as a result of the duplication.

9. Make accuracy the priority

Accuracy of data supersedes everything else. If it ain’t right, it ain’t of any use!

10. Segment your clients. More.

Over-categorize your customers into as many different segments as you can at the beginning for smarter and more impactful actions right from the get-go.

There’s a wealth of good advice out there, and it’s easy to get bogged-down and confused. We hope this short summary helps!

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Jon Tolley

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