Pure Customer Data

Poor quality data can have a significant impact on your sales and marketing efforts. This includes lower open and click-through rates that typically translate to lower conversion rates. There is also a significant opportunity cost associated with using outdated and inaccurate customer data, which is often overlooked and substantial. 

Specifically, the Pure Customer Data solution enables you to maximise marketing and customer spend ROI by ensuring that your communications actually reach your customer in the first instance (increased deliverability, lower bounce rates); maximising click throughs and minimising all the opportunity costs.  It also helps to keep you whitelisted as an email sender.  

Another significant benefit is that it enables you to identify the segment of your customers and prospects that targeted messaging is most likely to resonate with, keep you on their email safe lists and compelling them to purchase; collectively resulting in higher ROI and business performance. 

Reengaging customers and prospects you’ve lost contact with is generally much more cost-effective than acquiring new customers. Cleansed and enriched customer records enable you to get to back in touch with those ‘lost’ customers and prospects, who will ideally have been nurtured previously.  By holding positive past associations with your business, they will be more likely to engage again in the future. Reengaging and reactivating lost customers drives up the customer lifetime value (CLV), which in turn increases revenue. 

Further, the Pure Customer Data solution enables you to design your strategy with a focus on customer nurturing through personalised interactions that make each customer segment feel understood; and that your solutions have been specifically designed to meet their needs - helping you win against competitors. 

Cleansing and enriching your customer data minimises wasted resources and costs associated with activities such as sending mail to outdated addresses. The cost of returned mail is generally considered to be $25 per letter on top of the initial production cost. This quickly adds up when you consider the total number of returned letters per year times the additional resources required to correct the situation. 

Cleansing and enriching your customer data also reduces costs by avoiding the financial, opportunity and reputation costs associated with customers who do not action invoices and important communications because they never received them.

Further, when you are looking to launch a new product or service in a specific region or your customer base is location-specific, enriched or enhanced geographic data is valuable in reducing costs and ROI of campaigns - particularly given the frequency with which Australians change their living and work base locations. 

The customer experience is more positive when customers feel understood and that the offering meets their individual needs. When you do those things consistently well, customers are more likely to be loyal to your brand and proactively recommend it to others. When the data you hold about a customer is accurate and up-to-date, it enables you to analyse that customer so you can send the right message at the right time to them; making them feel truly understood and connected to your brand.

Conversely, not holding accurate or up-to-date data impacts your brand and advocacy. If you spam customers and prospects with irrelevant offers, information and communication, it will eventually hurt your brand. Likewise, spamming or continuing to send communication addressed to a loved one who has passed away hurts your brand and happens regularly. 

One of the biggest frustrations for data scientists and analysts is the amount of time they spend on data cleansing, rather than using their expertise and skills to add value. Sales and marketing team members are demotivated when they cannot rely on the accuracy of their lead lists. Not only does this waste their time and effort, it impacts their ability to meet performance targets. 

Further, accounts receivable and customer service teams tend to spend more time and energy than they should tracking down the correct contact details for customers who haven't received and paid their invoice - or dealing with annoyed customers who keep receiving communications for customers who no longer reside at that address or are deceased. 

The Pure Customer Data solution provides a very efficient way to convert out-of-date and inaccurate data to data that is highly usable; enabling your team members to get on with their core job. When employees can spend their time applying their skills and expertise in their roles, they are more productive, satisfied and likely to go the extra mile for customers.  

Our Pure Customer Data solution will enable you to be compliant with the Do Not Call Register by ensuring that your records accurately identify individuals in your database who don’t want to be contacted.*

More broadly, businesses are obligated to take reasonable steps to ensure that the data they hold about customers is up-to-date and accurate. There is an even greater obligation under Australian Know Your Customer (KYC) requirements for ongoing due diligence. Many businesses simply rely on their customers to update their contact details when they change. This isn't an effective strategy, as evidenced by the statistics on annual data decay rates!

Our Pure Customer Data solution will enable you to demonstrate a proactive approach to compliance through cleansing and enriching your customer data. It will also provide opportunities for internal process efficiency and cost savings. Further, using cleansed and enriched data will minimise the likelihood of human data entry error contributing to low data usability. All of these benefits positively contribute to compliance culture and quality practices. 

*when you select that field in a Pure Customer Data Solution