Many of you joined our webinar about your customer data. It’s part of a cycle of three episodes on the theme, ‘E-Commerce, the Recovery: Get Ready for Relaunch’.
Here’s a quick round-up of this first episode. You can watch the whole webinar here:
Fragmentation and data quality
For many companies, going into e-commerce involves nothing short of a radical transformation. Teams often have too few IT resources. There are two major problems here: data fragmentation and low quality-data.
Data fragmentation :
Many of our customers exchange customer data in Excel files. The data is siloed in different management systems: commercial data in the CRM, customers or prospects in the web shop, administrative data in the accounting system, and delivery data in an ERP system. It’s impossible to get a 360° view with a landscape like that.
Low-quality data :
More often than not, customer files are incomplete. There are duplicates, and errors in coding. And cleaning up data is tedious. But cleaned up it must be: low-quality data is a major block to carrying out individually focused, well-targeted marketing campaigns.
An example from PhotoGalerie
PhotoGalerie is the leading distributor of cameras in Belgium, with five bricks-and-mortar shops and a strong online presence. The company has opted for a hybrid model that relies on several discreet systems: it uses Magento for e-commerce, Odoo for ERP, Sage for accounting, and Mailchimp.
In this connection, the company faced a major problem with the quality and integrity of data. Examples include customer data that was present in Magento but not in Odoo and vice versa, the poor quality of data that was keyed in in the bricks-and-mortar shops, and the impossibility of reconciling this data within Mailchimp.
To ensure data integrity, we performed several synchronisations across the various apps. See the video.
Thanks to its digitisation strategy, and despite the scourge of COVID-19, in 2020 PhotoGalerie managed to maintain its level of business activity, double its online turnover, and increase its profitability. See our full business case here.
An example from Electric by d'Ieteren
Electric by d'Ieteren (EDI) is a company that distributes electrical terminals to private individuals and companies, and that also installs them. They chose the Odoo platform to manage their entire process from website to invoice.
Their goal is to offer a unique experience to consumers who want to install their terminal and meet demand in a fast-growing sector. To do this, they make sure things run smoothly. And they do that by ensuring perfect communication to all actors in the customer flow, EDI staff, and the staff of the installation company.
Review the entire business case in our videos :
Tools for improving the quality of data
In order to populate your address book, Odoo relies on the Clearbit database to provide you with a list of matching contacts or companies. You can also generate new leads automatically, thanks to what is known as lead enrichment. View the demo
2) Data cleaning
Odoo also offers a data-cleaning tool that detects duplicates, thanks to a customisable algorithm.
You can use it to automate the identification and merging of duplicate records. And it allows you to clean up the data by formatting and/or automatically cleaning up text fields. View the demo
3) GMAIL-OUTLOOK / Odoo connector
This connector allows you to create or link up leads from e-mails sent to your mailbox. What’s more, you can also centralise e-mails to and from prospects within a CRM system, search and store information on your contacts, and set up a connection to your calendar.