Process all supporter data overnight in a dedicated hub

It’s a paradox: your most loyal, long-standing and frequently attending supporters will almost always be the trickiest to identify with any consistency as you move throughout the club’s infrastructure.

The more different transactional or interactional areas in which a supporter is involved, the more different source systems he/she will appear in, and the more different records they’ll generate. The longer a supporter’s history with the club, the more there is to keep track of—changes of address, membership churn or renewal, loyalty points, and so on.

Bringing all supporter data from all systems to one central hub helps create the ideal place to:

• Audit changes from one day to the next: recognise changes made to already existing records and update each supporter’s master record.
• Cleanse data: UK postal addresses are compared against the Royal Mail’s Postcode Address File (PAF®) national and international telephone numbers identified and standardised; irregularities and suspected typing mistakes in name fields are identified and where possible corrected.
• Consolidate or group records: supporter details may be scattered across many different sources, and duplicates within source systems invented over time. De-duplication is essential to identifying your supporters fully and with confidence.
• Enhance supporter data in a cost-effective and controlled manner, working through your supporter base segment by segment

The supporter data processing hub is an essential component for building fluent and dependable customer relationship management systems.