Customer identification is a crucial criterion of achieving one-to-one marketing. Through the identification process we sort through all contracts and try to find every possible link between clients, households, companies and groups, to identify the connections among contracts. The level of households can define the relation between the same family’s members.
Key areas of customer’s data management are as follows: improvement and continuous maintenance of data quality, real-time system data synchronization, and integration of customer’s data stored in different systems and expansion of data assets. Businesses having extensive clientele and managing significant amount of customer’s data and company groups operating multiple business lines are aware of the importance of this issue. We recommend the establishment of a central customer’s data base instead of performing frequent client-base synchronizations. Data integrity is maintained by running duplication checks on each one of the new records.
Identification is necessary to calculate the proper Costumer Value, which is the basis of different costumer segment’s treatment, and effective marketing campaigns. With the help of identification we can build a complete client history for each unique customer, and we can understand the costumers better.
When we work together with a procurer who has different lines of business, we highly suggest that they connect their separate client databases through this identification process.