Every year when autumn comes the assistants of the sales department get a little nervous. They know what will happen in short term. It’s almost Christmas and the selections of contacts to receive a Christmas card have to be made.
Every year it’s the same. First the selections for every account manager are made and they will have to check manually if these are correct. This year will be the same as ever, which means that:
- relevant companies and contacts are missing
- new companies and contact persons will be added
- contact persons will be deleted
- contact persons will be transferred to their new company
- addresses appear to be not up-to-date Continue reading ‘The value of Christmas cards’
It must have been around 2002, that I was discussing the Return On Investment of data quality tools with one of the founders of Human Inference, Norbert Mergen. While discussing the well known benefits: less return mail, more effective campaigns, reduction of debitor risk, single customer view, … I brought another subject at the table: isn’t it strange that we really do ROI calculations on such an obvious need? Did you ever create a fence in the garden and question the ROI of a hammer? We published on this matter in dutch back in 2002 in the CRM Marketing Centre and included the hammer discussion. And now, in 2008, it is so interesting to see that many people nowadays have put the same questions, reading the blog of Jack Vinson “Stop thinking ROI, think success!” Anyway, it may not convince your management, so you will still need to do the maths, but just bringing the subject to the table may help you getting your data quality project going.