Relationship data

management
Customer identification
Relationship data used to identify a customer include:
(a) the basic data consisting of name, address, gender and
company name;
(b) supplementary data on the date of birth or incorporation
date, nationality or industry, telephone number, legal form,
company registration number.
Data may develop in a process or change
when:
• the service department determines that the customer has
moved;
• the distribution department receives a returned package
owing to its having been delivered to the wrong address;
• the marketing department receives mailings returned with the
notification ‘person no longer works here’;
• the invoice does not arrive;
Data quality defined
• From a technical point of view
• Practical value: from a customer point of view
• Practical value: from the supplier’s point of view
Intrinsic quality
Quality Customer Database = Current * Complete * Correct * Unique

• Current: to what extent does the database represent current reality?

• Complete: the completeness of data concerns the availability of a
value as well as the completeness thereof.
• Correct: the data are correct and, if applicable, meet the standard or
are valid within a collection of possible values.
• Unique: in principle, each customer should only appear once in the
customer database.
Expanding the size of the customer
database
• response to external lists
• response via own channels
Customer profiling
• the customer as ‘buyer’, ‘user’ and ‘person’ or ‘organisation’ in
their personal context
• An ideal customer profile (for each segment) will have to form
the foundation, one which is indispensable to being able to
implement the planned relationship policy and
communications.
Maintenance
• Data become outdated and lose their value.
• Some data never change, such as date of birth.
• For other types of data, this is more difficult.
Data sources
Various sources are available in order to further enrich the
customer profile, such as:
• Internal
• External
Internal data sources
• The contact database (or datamart) of the contact centre in
which the communication history is maintained;
• The product databases in which the product ownership is
registered;
• The transaction database in which the purchase, delivery,
invoicing and payment information is recorded;
• The sales information system;
• The marketing database which keeps track of the mailings
which have been sent, customers’ potential product interests,
customers’ willingness to receive information from the
supplier, and answers to questions which have been asked in
questionnaires.
External data source
• Social networks
• There are service providers that set up databases containing
characteristics of individuals and legal entities
The use of External database
● To what extent can data be used in consumer markets to
enrich suppliers’ individual customer profiles, helping these
companies in their marketing efforts to the individual?
● What is the intrinsic quality of the data involved? In other
words, how current, complete, correct and accurate are the
data?
● For which persons and companies are the data available?
● To what extent can the databases be linked? Can the identity
of the people and organisations be determined unambiguously
in both databases so that proper matching is achieved?
● What price will be charged for the databases and what
conditions are placed on the use or possession of the data?
Thank you!