Businesses that manage significant quantities of data, whether it’s information relating to customers or the organisation as a whole, will understand the need to keep this information in order.
This means carrying out a number of data management processes including verification, putting rules in place and the process of de-duplication, or de-duping. For those organisations yet to carry out any sort of data enhancement or management, here is the how and the why of data de-duping.
There’s no getting around it, customer IDs are nearly entirely subjective.
There’s no getting around it, customer IDs are nearly entirely subjective. Your staff will enter details like names, addresses and contacts in many different ways. For example, someone may enter ‘US’, while another could enter ‘United States’. In effect, there are a significant number of variables.
This can lead to problems, as staff could struggle to find the correct record for a customer, log data in the wrong account or even offer a customer a deal they’ve previously declined.
Thankfully, there are solutions available to ensure that duplicated data is an issue of the past.
And the how
While we’re able to recognise when variations in details represent the same person, computers can’t make that distinction.
In most cases, putting effective data de-duping practises in place is easier with a capable solution, such as Harmony Suite. This allows businesses to create and manage customer records, which in turn means increased productivity and even enhanced relationship management with customers.
There are solutions available to ensure that duplicated data is an issue of the past.
This tool uses what’s called a subjective reasoning framework that replicates the same processes people use to interpret customer details. For example, it understands that ‘US’ and ‘United States’ are likely going to mean the same thing.
The real benefit here is that this tool eliminates the problems of false matches that are quite common in other methods, and it means you’re able to trust the tool for any future matching.
Where could it be used?
Any business stands to benefit from this tool, but it’s those companies that deal with customers on a regular basis that are likely to see the greatest payoffs. Call centres, small businesses and companies that offer online services stand out as just a few examples.
To get customer data in order, and to avoid some of the pitfalls associated with duplicated information in your organisation, reach out to Mastersoft to learn more about Harmony Suite.