DPD was about to introduce a new CRM system. Together with a small team, Jasmine Zurbuchen used the opportunity to clean up the database and thus create an optimal basis for further work. This article describes DPD's path to perfect customer data.
“It all started in summer 2017,“ recalls Jasmine Zurbuchen, Product Coordinator at DPD. “Our old CRM system was gradually reaching its capacity limits.“ The quality of the data was also no longer as good as the people responsible at DPD would have liked it to be. “We were running the customer data in our CRM,“ Zurbuchen explains, “but a lot of the data was simply no longer correct, there was a lot of information missing, and we were running a lot of duplicates.“ Mandatory fields were also not defined. As a result, employees saved new entries without filling out all the fields. Gaps in the database were unavoidable.