Whenever you incorporate new information into your database(s) or CRM System, you risk adding duplicates. That’s why you need reliable record matching software to weed them out and ensure you end up with a single customer view you can trust.
Duplicates in your mailings certainly don’t do your brand reputation any good and are far less likely to do their job and bring you more business. But what if records are inconsistent or a word here and there has been incorrectly spelt? That’s when your record matching software needs the fuzzy matching capability that allows it still to recognise a possible duplicate. How likely is there to be a John Smyth and John Smythe living at the same address? Or a Betty Jones living in both 10 Red Lion Road and 10 Reed Lion Road in the same town?
The Benefits of Record Matching throughout the Business
Marketing managers can arrange direct mail and email campaigns knowing they have quality data to work with, so their efforts will not backfire. Directors and senior managers can be confident that they are making the right decisions for the business because they can rely on the data that has been through record matching procedures. IT managers can rest easy knowing they won’t get complaints about poor data.