Companies are increasingly depending on Big Data to communicate with consumers and provide business intelligence, which delivers truly positive customer experiences. While most organizations have a strategy in place to monitor and correct the quality of data, 94 percent suspect their customer and prospect data might be inaccurate in some way, according to the Experian QAS study “Data Quality and the Customer Experience.”
In the study, Experian QAS found that 65 percent of organizations cite human error as the main cause of data problems. To err is human, but when it comes to Big Data, to err is to lose new business and customer loyalty.
If you suspect your organization’s multi-channel marketing efforts are being negatively impacted by poor data quality, check out these four steps to eliminating human error as outlined by Experian QAS:
However, eliminating human error can only take your email list so far. If you are ready to take your email list to the next level, download our free guide to learn how today.
Photo Credit: Fuschia Foot