create a lot of confusion. Establishing and consistently adhering to a clear data policy ensures that the data quality is optimal, regardless of how it comes in or who works with it.
3. Continuously verify and enrich data
There are many ways to collect data, but regardless of the sources, it should be assumed that data has an expiration date or can be inaccurate. For example, people often change jobs, employers or follow additional training. Companies grow, shrink or relocate. And so on. If the goal of data is actionable clarity and we live in a constantly changing world where we can only count on ' death and taxes ', it is important to continue learning and checking that everything is still correct.
There are a few dangers lurking here, because you can't keep asking everything every time. Long forms are off-putting and arouse aversion, which increases the chance that something will be filled in randomly. This can be solved in part by means of ' progressive profiling ', in which a limited number of questions are asked per contact moment. Progressive profiling works with smart forms that ask extra questions on a prioritized basis with a limited total number.
Suppose you want to have no more than five questions in a form. Three of them are mandatory, for example first name, last name and email address. Additional questions can be: function, hotel mailing list location, favorite ice cream, etc. Depending on the priorities you set, additional questions will be shown on the form. If information from the additional questions is known, the form automatically moves on to the next 'empty' question.
' Pre-populated forms ' also have a demonstrably positive effect. Someone sees that it is about him, feels known and does not have to do much work by filling in missing data. Moreover, he can check himself whether variable data (such as job title) is still correct. This can of course also be applied to the 'mandatory questions' in a progressive profiling form.
Progressive profiling & pre-populated forms
It should be normal to share information
In addition, you need to ensure that you maintain a natural relationship in which it is perfectly normal to share information. The best way to do this (and the most natural) is to interact. If you also use innovative techniques for this, it will generate pleasure and amazement rather than disgust and is easily scalable. Video marketing is a good example of this. With platforms such as Vidyard, you can track who watches which video, to what point and you can add call to actions and forms to the video. In this way, you can playfully learn every second from a one-minute video.