I just flipped through today’s stack of mail on the counter. There was a lot of it — flip, flip, flip — but only one envelope caught my eye. That is because it was addressed to me . . . twice.
It was from an industry name I recognized, so I opened it. It was an invitation to attend a data analysis seminar.
I wondered if the company putting on the seminar had cleansed its data recently. I haven’t been Heidi Tolliver-Nigro in nearly two years. One would think that the double name would have been flagged and cleansed at some point. Not to mention that I now much prefer my married name over my former married name. So much for the “personal” part of the data.
It’s just a somewhat humorous reminder that, in this industry, it’s important to walk the walk and do it well. I’m quite sure that this company knows what it is doing, that the seminar will be professional and useful, and this was just an oversight. But when the competition is nipping at your heels and data management is becoming less of a differentiator than it used to be, you don’t want to be making oversights like this.
When was the last time you cleansed your customer, prospect, and contact database?