Keep track of customer data, businesses urged

Businesses must ensure they keep track of their communication with customers, a new report has concluded.

A white paper on the issue produced by Quocirca found that many firms are failing to accurately store such data.

As a result, they may be harming their relationships with clients and limiting the success of any future lead generation campaigns.

"Most businesses generate huge volumes of customer communications, such as statements, bills, direct mail and general correspondence," the report stated.

It noted that many of these "are often based on a multitude of different templates", meaning it can be "impossible" to "update, version and track" the information.

"Businesses are facing phenomenal growth in the types of communication that an organisation has to manage-both inbound and outbound," the white paper noted, adding that "lasting" damage can be done to a firm if they fail to manage the data effectively.

In related news, marketing expert Pat McParland recently warned that coordinating data between sales and marketing departments can be a big challenge for companies.

He told BtoBonline that while telemarketing and direct mail communications can enable firms to gain access to more potential customers, the large amount of information gathered means it can be "impossible" to see how such activity is impacting sales.

Posted by Julian Poulter