Do you have a single customer or prospect data protocol?

Monday, 1st September 2014

Categories: Data

There are very few successful companies or organisations that overlook the importance of creating and maintaining accurate records of their customers and prospects. Some even have strict data entry practices and regularly update and cleanse the data so it’s always as up to date as it can be.

There are still thousands of similar enterprises that have no control of this type of critical data but nothing short of a disaster will make them change.

The real challenge is for those aware businesses to move all data recording and maintenance activity to create a “single customer or prospect” data resource.

This type of data reference point needs to include information updated in real time from a number of sources, these include:

• Contact details from Sales and Marketing 
• Product or brand purchase information
• Financial information from Accounts
• Social media interactions
• Where is the email communication cycle they are
• Responsiveness to discounts
• Additional profiling information that indicate new opportunities

It’s easy to appreciate that this type of dynamic data resource sounds daunting. It requires the replacement of the usual silo mentality with co-operation and a shared vision – it requires nothing short of inspiration leadership and a realisation that without something similar a business or organisation will be at a significant disadvantage.

Author: Gamze Bilgili