Gathering data about your customers is a critical part of the marketing puzzle. You need to understand who they are to perfect the customer experience while obtaining knowledge about their unique needs. If you operate entirely online, gathering that data is relatively easy. But what if you have to transfer offline data to an online environment?
For example, you may interact with prospects at events or during an in-store sales process. The information you gather in offline environments stays separate from what you collect online, creating potential headaches in managing your customer relationship management strategies.
Data onboarding is about connecting offline records with online users, painting a complete picture of a customer's journey with your company.
Why Data Onboarding Processes are Important
The goal of data onboarding is to consolidate data about your customers regardless of where they came from or what stage in the buyer's journey they enter your online environment. For example, say that a prospect learns about your company in person. They might buy a product, creating the first customer records.
In the future, they might want to continue supporting your business through online purchases. Onboarding ensures that your marketing and sales teams are up-to-date on that customer's history. It allows your teams to provide the most impactful marketing materials that cater to every customer's needs.
How Data Onboarding Software Improves Efficiency
Traditionally, reconciling offline and online data is an arduous process. Basic offline data includes customer names, email addresses, contact information, etc. Meanwhile, online data refers to digital IDs, transaction data, device information, etc.
The onboarding process requires you to match that information to create a complete profile for every customer. Usually, that would involve manual data inputs and reconciliation. Not only is that resource intensive, but it also leads to quality and governance issues.
Data onboarding software improves efficiency across the board. Teams can quickly create, edit and manage data from a single platform. The software becomes a single source of truth for all teams accessing the data while improving accessibility to all stakeholders. Features like automation can make quick work of matching and anonymization, optimizing how your organization uses customer data.
Read a similar article about enterprise metadata management here at this page.
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