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It is rare nowadays to find a business that does not claim to be customer-centric. It is also equally rare to find one that actually is. This is of course not because businesses do not care about customer service; they do. But it is difficult—which is why customer satisfaction remains almost universally low. After the slump during the pandemic, it has hardly recovered and remains at a level it was nearly two decades ago, according to the American Consumer Satisfaction Index.
There is an effective answer to this chronic problem: clean customer data. Accurate and thoroughly cleansed customer data that has been properly enriched is key to improving customer service. Without clean data, customer service is hit-or-miss. But where customer satisfaction and loyalty are paramount—everywhere essentially—it cannot be left to chance. Clean data will ensure, if not guarantee, a good customer experience. And so cleaning data is a process that cannot and must not be overlooked.
Why clean data is central to good customer experience
Good data is key to a good customer experience. This is not just because customers are, in a sense, mere data points—i.e., their identity, behavior, preferences, and values are represented by data. But it is also because good (read clean) data is what allows a business to make sense of its customer data and put them to advantageous use.
Here are a few reasons why clean data is key and how it enables improved customer experience.
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Personalized customer journey
Good customer service begins early. Clean data gives you a headstart. It allows accurate profiling of (potential) customers, which enables granular segmentation. This in turn facilitates better personalization and provision of tailored & timely marketing and product offerings.
This will make customers feel less uneasy about being targeted. They’ll be less likely to feel that they have been randomly hit by an advertisement, and may even positively receive the message if it is relevant and timely. Personalized and targeted marketing campaigns—possible only with clean data—are thus more effective, resulting in higher conversion rates. Customer acquisition tip number one: clean data and understand them.
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Improved customer service
Customers want their voice to be heard. And they want—and indeed deserve—quick response to and resolution of their queries & issues. In short, customers prefer saving time to money. 90% of customers consider instant response very important.
But addressing their questions promptly without clean data is, as it were, out of the question. For a business to provide quick solutions to customers’ issues, information such as their account activity, purchase history, and support tickets are required, which without cleansing can be hard to make sense of. Clean customer data enables agents to provide quick effective assistance.
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Identification of customer behavior and sentiments
Clean customer data makes structuring and analysis easier. This allows us to understand the minutiae of customers, uncovering their behavioral and sentimental patterns and proclivities, thus giving us a more complete and nuanced picture. This helps in understanding customers on a more human level and allows businesses to engage with them as the condition demands.
Accurate and complete customer data—in other words, clean data—also enables the extraction of emotions and behavioral patterns from data at scale. This will give clearer insights into customers’ pains and preferences.
These insights will enable businesses to improve their product and service offerings. They will also allow firms to tailor their strategies according to the needs of customers. And they could help businesses to anticipate customers’ actions and take proactive steps to reduce hiccups in customer interactions.
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Reduction of friction in customer interaction and service
Data decay rapidly and inaccuracies & inconsistencies are rampant. This makes providing a smooth customer experience challenging. It also increases the proneness of miscommunications and introduces inefficiencies in customer service.
Cleaning data ensures they are accurate and up to date. This enables faster retrieval of information, personalized interactions, and enhances feedback analysis. This in turn facilitates smoother and more efficient customer service experiences, leading to higher customer satisfaction.
Cleaning data and combing through customer data also helps discover issues or confusion that they encounter on the websites and aspects of customer service that they are dissatisfied with. This knowledge can be crucial in improving the website’s user experience. It also helps in training customer service agents, equipping them better at addressing complaints, and also making their work easier and more efficient.
Pragmatic approach to data cleansing
Clean data are instrumental in improving customer experience. That is clear. The trouble comes when we consider how.
Because cleaning data is not an easy task. It requires specialized tools, expertise, and lots of time, not to mention the umpteen number of people needed to do the task. Which is why clean data remains inaccessible to many businesses. And this is why providing a smooth customer experience remains out of reach for many.
There is a pragmatic solution that is not prohibitively expensive. And that is outsourcing data cleansing services to reputable and reliable third-party companies. They are capable of providing B2B data cleansing services that match or outperform those of in-house teams. They have the requisite resources and expertise that enable them to efficiently cleanse data ensuring higher quality and accuracy.
Clean data is the difference
That customers are important is no news. They need to be put first and the center is not either. The question is how to make them so. The answer begins, but not ends, with clean data.
Clean customer data is a crucial factor in the improvement of customer experience, setting apart one business from another. A good customer experience is what makes consumers feel valued and important—not just a consumer to be sold products to but a person with myriad needs. And this leads to happy customers who, as you very well know, are repeat customers.
Guest article written by: Jessica is a content strategist currently engaged at Data-Entry-India.com – a globally renowned data entry and management company. Drawing on her experience in data management, data enrichment services, and data annotation. She creates content that helps businesses tap into their data assets and maximize their potential. Her writing style strikes the perfect balance between professionalism, uniqueness, and accessibility, making even the most intricate subjects understandable to readers. Beyond her professional endeavors, Jessica often immerses herself in capturing breathtaking landscapes through her camera lens and exploring a diverse range of cuisines.