Retailers Struggle With Multichannel Contact Data Accuracy

Since each channel has its own set of challenges and headaches. It's important to determine the best way to collect clean data for each touch point. Key areas for review include point of sale, e-commerce sites, call centers and mobile applications.

In addition, retailers need to balance the goal of transaction speed with the desire for information they want to collect. While the goal is typically to collect as much information as quickly as possible, the information is useless if it's not accurate. To better achieve the collection of useful data, retailers should review what types of contact data are most critical for a given request and then prompt only for those details, keeping requests streamlined.