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Customer Data Quality Enhancement Project
The Challenge
- The world's leading luxury car brand company faced a significant challenge in their initiative to customer data quality.
- The necessity of this initiative stemmed from the frequent inaccuracies and omissions in customer data collected at dealership levels, which subsequently flowed into the brand's CRM system.
- These customer data quality issues impeded the company's ability to effectively conduct customer outreach, such as sending surveys, promotions, and brochures, ultimately affecting the development of long-term customer loyalty.
- To address this, the company launched a critical dealer data quality initiative, focusing on developing a transparent and accurate method for measuring and improving data quality at dealership locations.
- The initiative included incentives for dealerships that achieved and maintained high standards of data quality.
Our Solution
- To tackle the data quality issues in both sales and service lines, we implemented a comprehensive solution. This involved conducting focused group discussions to gather insights specific to both service lines.
- A third-party verification tool was integrated with the CRM system to validate customer data elements such as phone numbers, addresses, and email addresses across sales and service interactions.
- Power BI, connected to the CRM system, analyzed all customer data, with evaluation criteria encompassing completeness and accuracy of key data points.
- Data quality was quantified by assigning points to complete and accurate names, email addresses, phone numbers, and addresses, with deductions for any invalid or missing information.
- This approach ensured a consistent and thorough assessment of data quality in both sales and service sectors.
Outcome
- Interactive Reporting: The detailed interactive reports highlighted specific areas for data correction and identified responsible personnel, aiding dealers in targeted data quality improvements.
- Cost Savings: The initiative is anticipated to save millions over five years, efficiently allocating incentives to deserving dealers and enhancing overall data quality management.
- Improved Brand Image and Initiative Success: Transparent reporting played a pivotal role in the success of the initiative, enhancing the brand's image by showcasing its dedication to data accuracy and customer relations.
- Improved Customer Engagement: The accuracy of customer data led to more effective customer outreach, including surveys, promotions, brochures, and welcome emails, contributing to the development of a loyal customer base. Dealer Performance Incentives: A point-based system incentivized dealerships to maintain high data quality standards, aligning their performance with the company's objectives and rewarding them with substantial monthly incentives.