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Find out more Saga reduces costs through data quality review
Overview: Saga reduces costs through data quality review
Saga overhauled their data management programme to address customer duplication and quality issues
While data management initiatives have been on companies’ wish-lists for many years, an increasingly stringent regulatory environment allied with extensive data privacy legislation has now put data governance at the top of the agenda for many customer-driven businesses.
In the case of Saga, a British company that provides services for the over 50s, a major data programme is currently underway.
Challenge overview
With data privacy, regulation and governance high on every organisation’s agenda, Saga hosted a number of complex applications and databases collating customer information. Controlling data quality and duplicate customer records is difficult, resource-hungry and time-consuming.
Saga’s strategic direction included putting customers at the centre of everything it does, so positive customer communication was pivotal.
Challenges
- Risk of inaccurate customer communications
- Difficult to maintain customer-centricity across the business
- Data inaccuracies limit cross-sell opportunities
View Saga Profile
Company Bio:
Saga is a British company providing services for customers over the age of 50. With 2.7 million customers, Saga offers products and services including insurance, holidays, personal finance and a monthly subscription magazine.
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|---|---|
| Founded: | 1951 |
| Industry: | Services |
| Number of employees: | 2,500 |
The use of Aperture Data Studio has enabled Saga to move from a rudimentary to a sophisticated and systematic data quality measurement system within a couple of months.
Solution overview
To address its customer duplication and data quality issues, Saga chose to implement Experian’s Identity Resolution solution; a combination of Aperture Data Studio, integrated with ExPin. This combination of market leading technology and proprietary data allows Experian to deliver a unique matching solution for identity resolution.
For Saga, the impact of having a consolidated database and improved data quality was immediate: it allowed for better targeted marketing and messaging. New data quality measurements are being added on a monthly cycle with the ambition to extend the Aperture-based solution to automated data quality remediation and linkage with Saga’s master customer data systems.
Improved data quality allowed Saga to drive a customer-centric strategy, save marketing costs, comply with data regulation and improve the overall customer experience.
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Results
- Reduced data duplicates from 5% to 1%
- Approximately £300,000 savings in direct marketing costs
- Improved marketing targeting and messaging
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