Contact data is the data domain most often mentioned when talking about data quality. Names and addresses and other identification data are constantly spelled wrong, or just different, by the employees responsible of entering party master data.
Cleansing data long time after it has been captured is a common way of dealing with this huge problem. However, preventing typos, wrong hearings and multi-cultural misunderstandings at data entry is a much better option wherever applicable.
I have worked with two different approaches to ensure the best data quality for contact data entered by employees. These approaches are:
- Correction and
- Assistance
Correction
With correction the data entry clerk, sales representative, customer service professional or whoever is entering the data will enter the name, address and other data into a form.
After submitting the form, or in some cases leaving each field on the form, the application will check the content against business rules and available reference data and return a warning or error message and perhaps a correction to the entered data.
As duplicated data is a very common data quality issue in contact data, a frequent example of such a prompt is a warning about that a similar contact record already exists in the system.
Assistance
With assistance we try to minimize the needed number of key strokes and interactively help with searching in available reference data.
For example when entering address data assistance based data entry will start with the highest geographical level:
- If we are dealing with international data the country will set the context and know about if a state or province is needed.
- Where postal codes (like ZIP) exists, this is the fast path to the city.
- In some countries the postal code only covers one street (thoroughfare), so that’s settled by the postal code. In other situations we will usually have a limited number of streets that can be picked from a list or settled with the first characters.
(I guess many people know this approach from navigation devices for cars.)
When the valid address is known you may catch companies from business directories being on that address and, depending on the country in question, you may know citizens living there from phone directories and other sources and of course the internal party master data, thus avoiding entering what is already known about names and other data.
When catching business entities a search for a name in a business directory often leads to being able to pick a range of identification data and other valuable data and not at least a reference key to future data updates.
Lately I have worked intensively with an assistance based cloud service for business processes embracing contact data entry. We have some great testimonials about the advantages of such an approach here: instant Data Quality Testimonials.
Posted by Henrik Liliendahl Sørensen 
