S.O.S. er…S.O.D. (Data)

Although data accuracy is one of the most important rules of successful B2B Telemarketing, in the constantly changing age of technology it is easy for customer databases to become outdated and overrun with bad information. Data cleaning is a great way for companies to both streamline their customer database by removing bad information and to build their database with relevant information by developing new relationships via customer outreach.

The more correct information and relevant leads in a customer database, the less time is spent wasted on following up dead or duplicate leads, which increases successful lead generation. Organizing and cleaning out customer databases has also shown to improve the service quality itself, as all of the customer’s information is now updated and contained in one place. In a recent database cleaning campaign, it was discovered that the company’s customer database contained 18% bad information.

Not only is database cleaning about removing bad contact information, but also about customer outreach through updating information and building relationships with new contacts. It is important to always know the most current contact name and position of the decision maker for any given lead. In the same campaign, they were able to update 6% of their leads with new contact information and received a 13% overall positive response rate. The campaign itself resulted in 13 re-orders and two near future re-orders.