Data Hygiene & CRM

Data hygiene - the principles and practices that serve to maintain accuracy in computer data - is crucial for an effective Customer Relationship Management system. It is a good idea to "clean" database regularly.

Inaccurate data is not only wasteful of the budget, but can adversely affect business' image through:

• wrong addressing
• duplicated mailings
• personalisation errors
  

Inadequate data organisation reduces the ability to communicate to the right customer.

Keeping a customer or prospective customer file up to date will help with marketing costs, improved response rates, better targeting and more accurate communications by telephone, fax, post or email

Excerpt from: http://www.businesslink.gov.uk