The data that you will be using in your telemarketing – and other marketing activities, for that matter – is the raw material in ‘manufacturing’ leads for your business. Naturally, you would want to make sure that all the information you have are updated and accurate.
Not only does a wobbly database a complete waste of time and energy (i.e., wrong numbers, non-existent names and job titles, unqualified company listings), it also ultimately lessens the likelihood of stumbling upon good leads.
Hence, you need to ‘cleanse’ your database to get rid of unhelpful information. Heed this pieces of advice from Clickz.com on how to do just that:
Clean Data Input
When you input your data, make sure it’s as clean as it can be, right from the start. If you (or your team) are manually typing in contact information (like from business cards), stress the importance of carefully checking the data entry.
Maybe you are typing in business cards from hand-written contact information. As folks are hand-writing their information on a paper form (for example), read it back to them to ensure they’ve written it legibly and that you understand what they’ve written.
Confirmation of Form Input
You’ve spent time to create and place lots of forms on your website, right? Customers and prospects are visiting your website and filling out their relevant information. Ask users to double-check their information and email them a copy of what they filled out to verify that what they filled out was correct. Invite them to double-check their email – a very important field.
Beyond “Unsubscribe,” Use “Update” on Communications
Instead of just having “unsubscribe” on the bottom of your emails, invite users to UPDATE their information. Oftentimes users don’t want to unsubscribe but they simple want to update their contact information or change the frequency of what you are sending to them. Give them options beyond just unsubscribing.
Constantly Refine Your Customer Information
With each electronic communication as users click on various links (or make other actions you can track), ensure you are updating your customer database with the relevant customer preferences.
Train your staff to constantly verify and update customer information. As the information changes or as new information is given, your staff can manually update the customer’s information.
Inevitably information will duplicate in your customer database. Have your database administrator (maybe that’s you or an office admin!) use the de-duplication feature in your database to merge and/or delete duplicate records.