Leader in building materials retail
Duplication is a huge challenge in a multi-brand context. With DQE, we can overcome this and, starting from scratch, turn our RCU in Salesforce into a real Golden Record.
Issues
In the building materials retail sector, this leading group has some twenty retail brands. Each of its 350 outlets, whether specialized by brand or a generalist outlet, has its own customer accounts associated with sales. In a multi-brand context, customer records are complex, with variations by outlet depending on the type of account, including, among others, professionals with registration numbers, or individuals, or payment by credit or cash. In addition, the group’s customer data is spread out over several dozen applications, including the outlet sales management tool, which captures most of the customer data.
The group needed to centralize all its customer data to better use it, simplify account openings and improve the targeting of marketing campaigns. This leading retailer in the construction industry decided to launch a UCR project in Salesforce based on the fact that the UCR cannot process duplicate data. A complex operation, explained by the data project manager: “We have to distinguish between accidental duplicates generated when a customer opens accounts in several of the group’s outlets, and the voluntary duplicates that we create in certain cases – transfer of delegation on a business account, or accounts differentiated by rates for each brand for the same customer, among others.”
The group then decided to find a Data Quality solution capable of handling the complexity of its customer files and performing intelligent deduplication.
Solutions
solution in its sales management tool. In addition to this history with DQE, the recommendation of its integrator confirmed the reliability of DQE for rectifying and deduplicating customer data. “DQE also proved to be the Data Quality solution capable of pre-feeding a maximum of 400 customizable fields in our customer files and performing deduplication according to the complex rules of our multi-brand group,” the project manager noted.
The integration of DQE was easy, and the availability and responsiveness of its teams was appreciated: “The DQE team proved to be a solution provider for deploying Data Quality in our UCR.”
When more than 1 million active customers were loaded into the UCR, DQE made it possible to adjust the customer data to initialize it from a clean start. Today, when a customer account is created in the UCR or transferred from the sales management tool, DQE checks and pre-fills the data by simply querying the registration number. The group has also activated DQE’s DUPLICATE solution, which ensures the deduplication of customer data.
Results
Data Quality at the Heart of Salesforce
The Data Quality provided by DQE enhances the UCR that the group has implemented in Salesforce. Thanks to their native integration with Salesforce, DQE’s solutions allow users to work on a qualified and reliable database, but also to maintain it by controlling new entries in real time. All of this is easy to learn, since DQE’s features can be used from the Salesforce interface.
“DQE allows us to work from a clean start, but also to ‘think Data Quality’ and treat data quality as a separate project in our UCR project in Salesforce,” the project manager noted.
Simplified account opening
“DQE allows us to ensure the reliability of incoming customer data in all of the group’s account opening processes,” said the project manager.
On the one hand, DQE provides input assistance to employees when opening accounts. “DQE’s auto-completion feature automatically fills in the fields for the various account types based on the registration number. For our employees, it’s a relief, because they no longer have to do this demanding data entry manually,” said the project manager.
On the other hand, autocompletion performs a real-time check of the validity of contact information. The group thus avoids typing errors, invalid contact information such as incorrect emails or phone numbers sometimes transmitted by customers. This is also an asset for marketing campaigns in terms of targeting and deliverability.
A Golden Record without duplicates
With DQE, this leading retailer of building materials can finally identify unwanted duplicates that neither its teams nor the customers themselves could spot.
“Duplication is a huge challenge in a multi-brand environment. With DQE, we can overcome this and, starting from scratch, turn our UCR in Salesforce into a real Golden Record,” said the project manager.
In the near future, the group plans to refine the treatment of duplicates with DQE’s LOOKUP solution, which verifies the pre-existence of a client in the database to avoid generating duplicates.
SECTOR
Retail of building materials
CHALLENGES
- Launching a UCR in Salesforce on a clean base of over 1 million active customers
- Making customer data reliable when opening accounts
- Deduplicating the database in a multi-brand context
DQE SOLUTIONS
PHONE
ADDRESS
DUPLICATE
BENEFITS
