Everything DM provide our client with a better understanding of their customers

About

Our client is a leading global supplier of technology and services. Employing nearly 400,000 people worldwide they generated sales of greater than 70 billion euros in 2016.
In the UK, they have close to 5,500 employees across their multiple business sectors.

Challenges

Our client had collected consumer warranty information across all their brands since 2001 and wanted to get a better understanding of their customers. This information consisted of over 5,000,000 contact records held on 260 different files that needed combining into a single, up-to-date database. As they did not have the capabilities in-house, they came to us.

How We Helped

The first challenge for Everything DM was to structure the individual files the same way. Once this was done, the real work started.
The data files had been created by multiple people working for multiple brands at multiple sites, which meant that fields such as address and telephone number lacked consistency or were incomplete.
To get the data in a position where our client could gain more insight about their customers we:


•    put right the inconsistencies
•    verified email addresses
•    TPS checked all telephone numbers
•    MPS checked all addresses
•    filled in the missing information where available
•    highlighted all duplicates
•    highlighted all the people who had moved on from the addresses that had been collected
•    highlighted all deceased contacts

We then augmented the data for them by adding extra information about their customers; including age, income levels, council tax bands and pet ownership.

Everything DM provide our client with a better understanding of their customers
Everything DM provide our client with a better understanding of their customers

Outcome

The insight that we could provide our client allowed them a better view of their customers across their brands. As an organisation, they have built up personas for the people they aim their products at, but we were able to provide them with a true picture of who was actually buying what.
For certain products, this was a real eyeopener as their intended target market was very different from their actual customers. This has lead them to consider how they will market a number of these products.