- The problem
- A plumbing contact record with a name and a phone number cannot tell you whether that household has a combi or a cylinder, when it was last serviced, or whether the last visit was an emergency, so no useful campaign can be segmented.
- Once it is loaded
- Property type and age, system type, water-heater install date, last service, whether the visit was emergency or planned, and tenant or owner all sit on the record, which is what lets anniversary and replacement campaigns fire correctly.
- How it pays back
- By the time a plumber has 3,000 contacts in the account, adding structure means a mapping exercise, an export and a re-import. Doing it before the first import costs an operator nothing at all.