Magazine article CRM Magazine

Taking out the Trash

Magazine article CRM Magazine

Taking out the Trash

Article excerpt

Onyx North America (ONA) is an expert when it comes to helping customers mop up a mess. When faced with its own dirty data issues, the company turned to DataFlux to scrub its customer data. As one of the leading waste and environmental services companies in the United States and Canada, ONA needed to know specific details about its client base to communicate regularly with its customers. However, customer data, including names, addresses, phone numbers, and other contact info, languished in different data sources across multiple business units.

"Like a lot of companies we have acquired information over time, whether through corporate mergers and acquisitions, or by buying lists of prospective customers," says Steve Heindl, manager of business systems for Onyx Waste Services. "And each data source has information stored in different ways and formats." The problems ranged from simple to complex. Certain data sources had information for a customer's "city" routinely in the "address" field. Some customers had only a street address, but marketing lists Onyx purchased might have had a P.O. box for them, making it difficult to manually reconcile the two records. …

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