| The main goal of keeping updated customer | | | | - Age group |
| information is to provide customers with a | | | | - Nationality |
| delightful ownership experience and to build up a | | | | - Project or service |
| solid base for the company's customer oriented | | | | - Region |
| projects such as: | | | | In brief, the customer is contacted by the CRM |
| - Customer retention programs | | | | team staff to get and update the required |
| - Customer acquisition programs | | | | information (Name, contact number...etc.) Once all |
| - Customer loyalty programs | | | | the information is updated in the CRM, our record |
| - Other marketing events. | | | | is updated to show that this customer data has |
| Despite the importance of customer information | | | | been cleansed. |
| to any organization, There is no clear plan | | | | Customers who are unreachable the first time are |
| implemented within most of the organizations to | | | | contacted again later on the same day. If they |
| capture, maintain, update and properly utilize our | | | | are still unreachable they will again be contacted |
| customers information. This project will help them | | | | for two consecutive days before they are |
| in setting a clear plan that would enable them to | | | | marked as unreachable in our record. |
| provide first class customer service that will offer | | | | At the end of the month a compiled list is |
| their customers due recognition and reward them | | | | generated for all the customers who were |
| for their loyalty. | | | | unreachable, those customers are once again |
| There are two very important outputs that are | | | | contacted to get their information. |
| generated within this practice: | | | | The customers' records of those who are still |
| 1- Customer status: This show us if the customer | | | | unreachable will be updated later on through the |
| still uses our product or service he got from us or | | | | CRM team interactions with the customers during |
| not, this information is used for retention activities | | | | the full operation of the Unit. |
| and marketing activities to reactivate defected | | | | The significance and value that the data cleansing |
| customers. | | | | project will add to the organization depend greatly |
| 2- Record status: This show us important | | | | on the practice of data housekeeping. Unless a |
| information on duplicate records, wrong customer | | | | certain methodology and a clear plan is designed |
| information, unreachable customers | | | | and most importantly- populated among all |
| The whole project progress is then measured | | | | customer interacting touch points, the data |
| through a detailed MIS report developed by the | | | | cleansing will be a never ending project. |
| customer information quality analyst. The report | | | | Therefore, all departments should be informed |
| gives statistical information about the customer's | | | | and trained on the unified approach to creating |
| data quality and the segmentation of our | | | | new customer records and updating existing |
| customers in terms of several criteria such as: | | | | record (as a supportive form of data cleansing to |
| - Active vs. inactive customers | | | | be carried out by sales and after sales teams). |