Database cleansing is the process of identifying and correcting any inaccurate, incomplete, irrelevant or duplicate data. It is not only a way to maximise the accuracy of the data in a system but also bring consistency across the database. An organisation in a data-intensive sector such as banking, insurance, telecommunications, healthcare, and retailers should engage in thorough database cleansing on a regular basis. By doing so will ensure that errors in the data can be fixed, enabling a business to reach their customers and establish the best possible relationship with them at a reduced cost. It is a small tool that plays into achieving successful, meaningful customer relationships.
Database cleansing has multiple benefits for a business including increased productivity, reduced spam, improved customer perception, better customer relationships, and improved data quality. A database of fewer quality leads is much preferred over abundant dead end leads and the introduction of The General Data Protection Regulation (GDPR) will help a business achieve these.
The GDPR is designed to strengthen and unify data privacy requirements across the European Union. It reinforces citizen’s rights in the digital age and to the new security requirements that accompany this era of the Internet. The introduction of the GDPR implies that all companies should revise their procedures, from how they obtain data, to how it is processed, stored and protected. Explicit consent is a cornerstone of the GDPR, the data owner must give explicit consent in the form of a statement or clear affirmative action for a company to include them in their customer database and must have explicitly opted in to receive marketing communications, whether by email, phone or post. Therefore, it is more important now than ever to engage in thorough database cleansing. GDPR has serious repercussions for those who don’t apply with breaches resulting in fines of up to €20 million, or 4% of the company’s turnover, whichever figure is greater. Yet many businesses aren’t taking GDPR seriously and actively taking measures to prepare for the changes. Below are two scenarios that could occur unknowingly, in which a business has broken GDPR regulations.
Scenario 1: Robert O’Neill rings your business and asks for access to the personal data you have stored in regards to him. You look into his file on the CRM and find his current tittle, email address and home address. (Missing the fact that you also have his phone number listed under Rob O’Neill.) Months later, you ring Robert to inform him that his subscription to your service is due to be renewed. Robert was unaware that you had phone his phone number on file and is angered. You have unknowingly broken regulations by not giving him full access to his personal information because you had a duplicate contact in your database.
Scenario 2: In the same above scenario, both duplicate contacts contain his email address. You send a promotional email to Robert O’Neill. However only one of your contacts show that he has opted out of email communications from your company. Once again, Robert is angered and you have unknowingly broken GDPR regulations.
These are only two scenarios out of multiple that could unknowingly occur and leave your company breaking GDPR regulations. They highlight the importance of taking the GDPR changes with a serious outlook and the importance of employing effective database cleansing methodologies to protect your business. GDPR changes should be welcomed as an opportunity to audit, review and organise your company data, creating a clean house for the information you store.
Database cleansing is hard to do, hard to maintain, and hard to know where to even begin. Call Pageboy offer efficient data scrubbing services to ensure that your customer, partner or competitor records are always updated and maintained. Contact us today and leave it to our experts to take care of this essential service and bring all of your customers’ data and business processes up to the correct standard, ensuring that your business is compliant prior to the GDPR deadline.