InteractCM - Fact Sheet - Customer Information Quality Metrics

Customer information is an organisational key strategic asset, and "information mastery" has the potential to create a powerful source of competitive advantage for an organisation. The quality of Customer Information is fundamental to effective deployment of Customer Management initiatives and establishing a strong bond between the organisation and its customers.

Unless under-pinned with continuous data quality improvement programs, the quality of large customer databases can deteriorate by as much as 50% in one year through obsolescence, data errors, duplication and other factors. Such a decline in information quality can result in wasted marketing effort and dollars, lost opportunities for upselling and cross-selling and, most importantly, customer dissatisfaction.

As a key strategic asset, it is vital that the quality of customer information is monitored and reported to highlight deficiencies and to drive improvement programs.



	What aspects of customer information quality are important to measure?
	How can the measurement process be automated?
	Who is responsible for measurement and reporting?
	What benchmarks should be aimed for?


	Measure the impact of, and return on investment in data quality uplift initiatives
	Monitor progress of customer information quality against corporate objectives
	Highlight trends in data enrichment (eg email address & permission) needed to support CM programs

InteractCM has established a robust process for the measurement and regular reporting of Customer Information Quality (CIQ) across multiple product systems.

Components of customer information quality include Completeness, Validity, Accuracy, Currency, Consistency and Relevancy. InteractCM works with their clients to develop an appropriate set of metrics to measure the quality of information critical to the customer relationship. Metrics are collected, collated and reported across product systems at regular intervals, and may be aggregated to a single set of Customer Information Quality metrics for Executive level reports using client-defined weightings.

InteractCM's CIQ Reporting process can provide a crucial component of the Management Information System for any organisation with large B2C and B2B customer databases.

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