Omnichannel journey: seamless and more reliable, in 3 data quality use cases
On a buying journey punctuated by various points of contact, digital and omnichannel departments need to offer a coherent, engaging experience from start to finish. Qualified customer data is essential to bring consumers through to the transaction. Here’s a look at 3 use cases for Data Quality in the omnichannel journey.
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Getting information about a product, making a choice, making a purchase: at each stage, consumers navigate between different points of contact with a brand. And they rightly want to make sure that all the steps are well oiled, that each one is smooth and consistent with the previous one. But many mistakes can discourage them, such as registering on a tedious form or inconsistencies in their contacts with the company. And these missteps are common when, on the other side of the screen or counter, representatives lack reliable and up-to-date customer data.
To eliminate these pitfalls, departments in charge of the omnichannel journey should use Data Quality Management. In particular, DQM can provide an input experience that encourages customers to continue the digital journey, verify contact data while fighting fraud, and provide internal departments with customer data that is validated and complete in order to contact customers appropriately.
Open the omnichannel journey without the risk of dropping out at registration
Today, registering online to buy on a brand’s website is part of the consumer’s shopping routine. It is not uncommon for this step to occur after the customer has filled their shopping cart, which is as close to the purchase as possible. Losing them at this point directly sacrifices revenue. And dropping out can happen quickly if filling out the registration form is an ordeal.
A data quality solution brings real added value to the customer’s transaction. Intended to qualify contact data, it comes with a precious capacity to facilitate data entry: autocompletion. With autocomplete, the postal address is recognized during the input process to the nearest character and the contact information fields are filled in according to the most reliable reference systems on the market. The entry of an invalid email or phone number is immediately notified, allowing the customer to correct any input error on the spot.
With data quality applied at the time of online registration, your digital and omnichannel service kills two birds with one stone: simplifying the life of customers at the time of registration and qualifying the data entered into the database. For internal teams, it’s the assurance of working on usable and reliable customer data, regardless of the volume of data in the incoming flows. For a prospect or an online customer, the experience becomes intuitive and welcoming in the digital journey. Revenue and efficiency of data user services guaranteed!
Collect reliable, non-fraudulent omnichannel customer data
Contact data can be subject to fraud, including misrepresentation or misappropriation. Giving a false address to misdirect payment reminders in several installments, or taking over a victim’s mobile phone number and validating payments associated with their bank account via text messaging are examples. This is why your digital and omnichannel service must reconcile rigorous controls, quality of collected data, and frictionless customer experience on the proposed journey.
In particular, your processes are likely to include the submission of contact data credentials to prevent fraud attempts. In this case too, data quality allows you to guarantee the veracity and reliability of the input data, without any prohibitive process for your customers. An example is with the submission of a proof of address, which can be tedious for the Internet user – find the proof of address, scan it if necessary, save it and then come back to the form to download it… Instead, offer them the opportunity to take advantage of the address data that is already qualified on the proof of address by their mobile operator, and to retrieve it via a confidential code sent by text message. Simple for the customer, reliable for your company, which will thus be able to use qualified data.
Multiple touch points, but one unified customer view
Internal departments that use customer data rely on digital and omnichannel teams to help them solve the complexity of customer journeys. For many businesses, this is a strategic efficiency issue. In particular, customer service and its call center cannot give relevant answers to customers without a 360° view of the customer, their history and their various contacts with your company. Indeed, knowing and recognizing the customer becomes complex, if not impossible, if their data is scattered over several files. How, for example, can you know the right number of loyalty points if they are spread over several files?
Duplication affects many other internal functions. The CRM and marketing department can hardly segment the customer base for its campaigns if it is not possible to distinguish a regular buyer from a newcomer because of an umpteenth customer record recently created in their name. The sales forces cannot benefit from a clear vision of the potential of each customer if the associated turnover is divided over several duplicates. It is also a problem to get the right transformation rate of opportunities when prospects are present on different files.
Data Quality Management gives the omnichannel department the means to solve these problems of multiple customer records. By using deduplication and merging of customer data, they deliver a unified and comprehensive view of customers to the customer data users, based on reliable and up-to-date data. The result is not only increased efficiency, but also the ability to take initiatives that are far more rewarding for the business because they can rely on what is on the screen and in the database.
About DQE
Because data quality is essential to customer knowledge and the construction of a lasting relationship, since 2008, DQE has provided its clients with innovative and comprehensive solutions that facilitate the collection of reliable data.
17
Year of
expertise
800
Clients in all
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3Md
Queries per
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