Criteria Used To Measure Customer Information

Name Related Errors: A number of deviations from an accurate customer name are represented in this category including invalid first or last name, account terminology included in name line, special characters in the name line, multiple customer name lines, descriptive information on name line, and editing errors. All name-related errors make it difficult to locate a customer record, making this error a major contributor to the creation of duplicate records. Often, a company will find that up to 10% of its customer base is actually a set of duplicate records created by name-related errors. The threshold for name-related errors is 1.5%. (Threshold is the maximum error rate recommended by Innovative Systems. According to the company, customers will begin to complain about poor customer service if the error rate is above the threshold.)

Duplicates: More than one record for the same customer impacts the organization by fragmenting the profile or view of the customer across multiple records so that servicing, cross-selling, and risk assessment are negatively impacted. The threshold for duplicates is 2%.

Address errors: Address errors may consist of invalid or missing zip code, missing house number or state code, or extraneous information on the address line. Address errors contribute to return mail rates and impact the success of marketing campaigns. The threshold for address errors is 1%.

Customer Type: For organizations with a mix of consumer and commercial business, each customer record should contain a code to identify which type it is. Incorrectly coded records result in the incorrect construction of search keys, which in turn means that it will be impossible to locate the customer record. In turn, this error is another contributor to the creation of duplicate records.

Missing Relationships: When you link your customers with their product purchases or accounts, it becomes very important that all these relationships are correctly represented. Challenges include surname changes due to marriage and multiple surnames at one address. Incomplete links may contribute to lost opportunities and inappropriate customer treatment.

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