Best Practice #1: Cleanse your existing customer data

Maintaining quality data reduces operational costs and provides a base for all marketing and customer communication. If your database is filled with inaccurate data, then it’s a good idea to clean up the invalid addresses, cell phone numbers and email addresses to maintain data quality.

Cleaning up your customer data may seem like a big task, but it’s a matter of carefully establishing a framework and planning for the desired output. A batch address cleansing solution can make it easy to parse contact data into basic elements, standardize and validate the data, de-dupe the data (or eliminate duplicates) and output the cleansed data into a usable form. However, once your database has been cleansed, it is more effective to maintain data quality and master data management by validating it at the point of capture.

Best Practice #2: Standardize customer information

A customer database likely works with other systems—like sales and transactional databases. If contact data is stored differently in each system, it can result in duplicate records and conflicting information, and lead to delivery issues and extra operational costs.

The goal for your customer database should be to provide a single customer view of data that works with other systems. In addition, it’s crucial that address and contact data is formatted to match up with other databases, with fields that accurately reflect the specific attributes of each customer. Basic contact data can be supplemented to provide a richer set of customer information, including verified addresses, cell phone numbers and email addresses, as well as sales and delivery instructions.

Best Practice #3: Validate data as it's captured

While data cleansing is a good step towards ensuring data quality and management, it is far more difficult and time consuming to correct collected data than it is to validate the data at the point and time of collection.

A premium data entry validation tool can be the best way to ensure data quality by capturing accurate and verified customer information at the time of entry. These tools rule out all but the most likely matches as a customer is typing, and identify the exact address within seconds.

Address validation tools work with global postal services, like USPS, to ensure that addresses are complete and accurate. The most robust systems also include email and cell phone verification to complete the customer's contact information.

Fuzzy matching technology can help by correcting common customer typos as they’re filling out their information. With Fuzzy matching, typos don’t get in the way of finding accurate customer addresses, so data quality is improved before it enters your database.

of retailers say quality data is important to running their business effectively

of retailers say quality data improves their customer insights

Business data degrades by 37% on average every year

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PCA Predict works with over 10,000 customers around the world to improve data quality. Ensure the quality of your customer database by learning more about PCA Predict’s solutions.

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Video: Why validate customer data?

Video: Why validate customer data?

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Address Capture

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