Techiebytes

Masters of data storage databases are critical technology tools in nearly every organization – storing data regarding customers, materials, products, content and more. Over the years data stacks up, information becomes stale, and before you know it you’ve created nothing more than Technology Tupperware.

Real value in the databases goes well beyond simple storage – it’s the ability to use the accumulated for business intelligence and analysis. Simple enough. Just use the data you’ve collected throughout the years and start writing some snazzy reports that spit out all the answers. This is normally when businesses open their eyes only to realize that data “spoils” over time. Worse yet, they have plenty of ingredients but always seems to be missing the ones they actually need. This raises some serious questions about the data collection, storage, and use.

Many organizations tend to collect as much possible data in a single instance. This trap is easy to fall into without an understanding of future goals or alternative means of data collection. It’s also an easy way to store enough information to make your database a security management nightmare. In the past, it was acceptable to store Social Security numbers, birthdays, and credit card information for a customer. However, with current security threats this is no longer the case. Another issue organizations face with this type of data collection is the “20 Questions Scenario.” Too much data collection slows down points of contact with the customer, therefore diminishing the customer experience.

Balancing the needs of the organization with customer experience can be difficult but it’s far from impossible. With minimal effort you can quickly enhance your data collection and customer experience by adding simple automation and using information differently.

Start with simple steps:

• Identify and ask for the information that has the most value first
  • Full Name – Can be parsed into the chunks you require in the database
  • Street Address, City, St – Should identify the zip code automatically, or street address + zip should return the city and state
  • Phone Numbers – Collect the one most likely to be accessible – cell phones have the greatest value and also provide SMS connectivity
• Identify information that may change often and tie this to alternate touch points
  • Surveys - Electronic surveys are one of the most misunderstood technologies on the web. Most often used to evaluate a product or service with an average score. The individual responses or inconsistencies in responses give you a view of customer attitude, interests, and changes at any given point in time.
  • Time Date - Store the time and date of when customers contact you, it gives you a view into how and when they work. Targeting marketing should be done when the customer is most likely to be open to it.
  • E-Mail – If you collect an e-mail address, send a welcome or confirmation from the system to populate communication preferences. This is far easier to do if you are opting customers in automatically and offering opt-out capabilities.

Simple solutions like these can shave several steps off of your data collection processes and enhance customer experience.

Regardless of your data collection and maintenance, sometimes you need additional information that just can’t be obtained from the customer. Free or low costs web services can help fill in some of the gaps, and in some cases Web 2.0 communities can also offer a wealth of information.

• Google Maps or Windows Live Maps can be employed to do geo coding and reporting.
• StrikeIron US Census Information can add demographic statistics and other Census data.
• Social Application APIs offer you the ability to enhance your customer experience and create a multitude of new data collection points.

While filling the gaps isn’t as easy as adjusting data collection strategies, it allows organization to build more robust reporting and business intelligence.

In the next Technology Tupperware segment we will look at reporting tools and strategies.

Filed under: Technology | Tagged: Business Intelligence, OSAE, Small Business