According to Wikipedia, Data cleansing or data cleaning is the process of detecting and correcting (or removing) corrupt or inaccurate records from a record set, table, or database and refers to identifying incomplete, incorrect, inaccurate or irrelevant parts of the data and then replacing, modifying, or deleting the dirty or coarse data.
For call centres and customer experience, data cleansing forms a critical component of the success of a telemarketing campaign.
As well as reducing the need to call the wrong customers and saving you valuable time and money, there can also be important compliance benefits.
In Australia, there is a Do Not Call Register where consumers can request to have their phone numbers removed from telemarketing lists. You can learn more about that in our article on How to Stop Telemarketing Calls but the key takeaway is you run the risk of big fines if you don't comply.
Data Cleansing specialists can also help prepare your data into consistent formats to help integrate with your outbound diallers, CRM tools etc.
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