With oodles of details about your customers in a given "digital phone book" or CRM (customer relationship management) software, it is really nice to get reports of all the details that you have stored.
Almost as important is to report on what is missing. "Looking for nothing" can accomplish any of the following important questions:
- Which customers are missing a postal code / zip code before we send out our mass mailers (you can read that as "ma$$ mailer$" when the bill arrives)?
- What city is the most popular office location for our customers? Is the city spelled correctly so that I can get the proper numbers (e.g. Calgary, calgary, Cal gary)?
- Who is missing a job title? How accurate is the spelling of the job title, and how current are the job titles on-file?
I'm sure you can predict the embarrassment that might arise if your office forgets to "search for nothing" just prior to a mass communication, eh?
