Klingel
KLINGEL
Daily events affect the quality of the customer data. Up-to-date and correct customer data is a prerequisite for good business operations. In this case, we highlight how Klingel can communicate more effectively and efficiently thanks to correct and up-to-date customer contact details.
Michael Labourel from Klingel: “Our goal is to keep our database 'ACCU': Actual, Correct, Complete, and Unique. This way, we can serve our customers better and save on returns due to incorrect addressing.”
Due to the extensive range and international coverage, Klingel appeals to a large target group and the webshop contains a lot of customer data. Keeping this information up-to-date is essential for effective customer communication. The challenge here is that the customer database changes daily due to events such as relocations and deaths.
Based on the needs of Klingel, a quality check of the customer data has started. For example, a quality analysis and baseline measurement were carried out and attention was paid to the topicality and correctness of the customer data.
Before an organization can start improving data quality, it is important to know where they stand. Therefore, a baseline measurement was carried out for Klingel: mapping the current quality of the customer database. A joint inventory was created with the available data and a data quality analysis was performed on 100.000 records. This provided insights into, among other things, the following elements:
• Spelling of the surname
• Correctness of addresses
• Relocations
• Deaths
• Registration ‘Bel-me-niet Register’
Klingel maintains a transaction date in the customer database. This is the date on which a customer was last contacted. This date has been used as a basis for checking which data is the most up-to-date: Klingel's customer data or EDM's reference data.
Michael Labourel: “Delivering the data was a time-consuming job for us, with a lot of internal contact, especially on our side, about how the file should be delivered. My advice is to coordinate this well in advance, also internally.”
To determine the correctness of all Klingel customer data, after the testing phase, the complete Klingel customer database was again compared with the EDM reference database. Various elements were used to test the extent to which the data was ‘correct’ and could be processed. The data scaled under the ‘doubt’ and ‘uncertain’ categories was manually checked.
Stefan Elsendoorn, data quality consultant at EDM: “Due to the tightening up of the business ruling, only a small part of the customer database remained, which was eligible for an additional manual check by Klingel employees.”
Direct mailing to customer groups
To measure whether EDM's data quality solution improved the accuracy and topicality of the customer data, Klingel chose to send a direct mail to the various customer groups. The number of postal returns was an important indication of the improvement.
One of the findings from the testing phase is that there was a high number of deaths and a significant number of relocations. Based on these results, the best approach for the other customer groups was determined and the first impetus for the business ruling was made.
Because Klingel gained more insight into which postal items would not arrive at customers due to relocations or death, they were able to save considerably on printing and shipping costs. In addition, the number of postal returns decreased from a total of 1,3% in 2018 to 0,27% in 2019.
Klingel has created a strong foundation with the improved data quality to build on in the coming years, with annual savings on unnecessary costs. The next step is the same data quality analysis for Klingel in Belgium: EDM also offers data quality services in Belgium.
Michael Labourel: “The collaboration with EDM is going as desired. In terms of communication, things are going really well, and its people are always available. The start-up year was a difficult one because the file to be delivered had to go to various people internally at our place and this was regularly delayed. However, this did not have anything to do with EDM. I am satisfied!”
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
