Data & Marketing Analytics Theatre; Address Quality Management - The dos and don'ts of domestics and international address and data quality management

Addressing Data Quality
The dos and don'ts of domestic and international
address and data quality management

Laura Fovargue – Regional Sales Manager
Capscan Ltd

Address & Data Quality Solutions

Agenda
• Importance of Data
• Name and Address Data Errors
• Impact of errors on customers?
• Damage to your organisation
• How can these issues be prevented?
• Case Studies – Forever 21
• Top Ten Tips
• Summary

Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29


Importance of Data
• The quality of customer and address data determines the
success of your organisation
• It has a huge impact on business
• Profitability
• Growth
• Competiveness
“Poor quality customer data cost U.S. businesses $611 billion a
year”
The Data Warehousing Institute
Capscan Limited


Importance of Data
Research shows:

Source: Data Quality Survey, Graham Rhind & Capscan Ltd
Capscan Limited


Name & Address Data Errors

Mis-spelt details Badly formatted address details

Structural Name and Address Errors Missing elements

Duplicates Vanity Addressing

Capscan Limited


p turner Mr Paul Turner
Fishponds Road ,Hitchin Ivy Cottage
Herts Fishponds Road
SG5 1NS HITCHIN
Herts
SG5 1NR

X

Capscan Limited


12 Via Massa Via Massa 12
Florence
50142 50142 FIRENZE FI

X

Capscan Limited


Impact of Errors on Customers
It’s Personal!

• Customer does not feel valued
• Poor perception created
• Personal reaction
• Loss of confidence
• People always remember the errors – hygiene factor

Capscan Limited


Impact of Errors on Customers
Service and Delivery do not live up to client expectations

• Delay in payment
• Miss-deliveries
• Time spent waiting for replacement goods
• Inefficient/inappropriate customer service/complaints
response
• Poor customer experience

Capscan Limited


The scale of the delivery problem?
• Royal Mail states that 14,560,000 letters are lost or
substantially delayed every year
• Postwatch said loss figures were "much higher" in reality
8 million letters a day - no postcode or an inaccurate one
• Royal Mail destroys on average 25 million undeliverable
letters, packets and parcels each year
• In the last 6 years, they destroyed 152 million items of post
that could not be delivered or returned to sender - the
majority were business mail!
Postwatch & Royal Mail

Capscan Limited


Damage To Your Organisation

• Poor perception created
• Loss of confidence - Damage to Brand
• Additional costs associated with miss-deliveries and customer
complaint handling
• Less repeat business
• Reduced customer loyalty

Capscan Limited


How can these issues be prevented?

• Review and Audit Data Processes and Issues
• Who is responsible for customer data?
• Board and senior management buy-in essential
• Set Objectives for Improvements
• Select suitable strategies for each business data area
• Agree targets
• Measure and review progress

Capscan Limited

Review Data & Data Costs in the Business

INCOMING INTERNAL OUTGOING

Data from Acquisitions
Prospecting Lists
Contact/Call Centres
Product Deliveries
Customer Services
Parts Shipping
Store/Branch Users

Website Info Requests Direct Marketing
Web Shop Promotional Mailings
Invoicing
General Correspondence

Customer/Sales Analysis Location Intelligence
Field Representatives Customer Profiling Route Planning
SMS/Text Campaigns Business Decisions GIS On-site Engineers
Compliance/Blacklists

Capscan Limited

Front-end Touch Points

INCOMING Options for capturing more accurate data in multi-channel management

4) Ensure data entry screens are well designed, clear, and simple

Consider - Mandatory Fields
Contact/Call Centres - What countries need to be considered
Customer Services - Local salutation options
Store/Branch Users
- Individual fields for individual elements
- Basic Data Validation

6) Implement Address Verification Functionality

Website Info Requests
Options Include - In-house software for data capture
Web Shop - Hosted address verification services

Consider - Datasets required now & in the future

8) Implement Name and Salutation formatting technology

Field Representatives
SMS/Text Campaigns

Capscan Limited

Existing Data Maintenance

INTERNAL Options for reviewing existing customer information

4) Data Audit – Current Accuracy Levels

Data from Acquisitions
Prospecting Lists
7) Manual Data Correction – Very low data volumes

10) Batch Name & Address Cleansing Tools

- Verify, cleanse, & format historic data
- Apply postal authority data updates
- Enhance data

13) Batch De-Duplication Tools

Customer/Sales Analysis Location Intelligence
Customer Profiling Route Planning
Business Decisions GIS
Compliance/Blacklists

Capscan Limited


Case Study – Forever 21

Capscan Limited


•The Background - Forever 21is a •The Problem - The success of Forever
specialty clothing and accessories retailer for 21’s new website hinged not only on offering
women, men and children with a reputation the latest fashions at the right price, but also
making the hottest fashion trends available to in making the online experience enjoyable and
easy to buy from, for the savvy, stylish
customers at great value. The company is consumer.
headquartered in Los Angeles and operates
over 480 stores worldwide. •A crucial part of the online purchasing
process is making the final transaction at the
•In retail today it is just as important to have checkout as simple and straightforward as
possible, reducing the time it takes to
strong presence online. According to Mintel
£4.3 billion worth of clothes were bought complete the transaction.
over the Internet in 2010, a growth of 152% in
the last five years, with over a third of •Forever 21 had a tight schedule and needed a
software solution that could be fully integrated
consumers having bought in the past year. into their ecommerce site, to ensure every
customer address is rapidly validated at the
• With the explosion in demand for point of entry.
consuming fashion online; a new ecommerce
site would be instrumental in establishing the •Having considered a number of different
Forever 21 brand in the UK. options, Forever 21 selected Capscan’s web-
based address management software –
Matchcode Webnet.
Capscan Limited


• The Benefits – Capscan’s solutions could provide validation for both UK and
European addresses.

• When a customer visits Forever 21’s website and has finished filling their shopping
basket, they navigate to the checkout and sign-in if they are an existing customer,
or register their details as a new customer.

• When prompted on the online form, they simply enter a postcode or partial
address and Matchcode Webnet instantly provides the customer with a drop
down list of addresses associated with that postcode.

• Upon selection of the address, the relevant fields in the order form are populated
with the customers full and correct postal address, which has been validated
against the Royal Mail’s PAF file of 28.2 million UK addresses.

• The addressing solution ensures Forever 21’s customer database is populated with
only accurate and clean address information which ensures the products are
delivered on time and to the right address, and enables them to correspond and
market to their customers.

Capscan Limited


How It Works
In the address fields of the
contact form, simply enter a
postcode (or partial
address)

Capscan Limited


How it works

Capscan Limited


How It Works
Matchcode will complete the
address fields and return a
full and valid address

Capscan Limited


How It Works
It can also provide you with
information like the
telephone number, SIC
code, and D-U-N-S
number…

Capscan Limited


How It Works

And other useful information
like health and local
authority details and
geocodes etc…

Additional Data Include:

- Business data by D&B®
- Names Data Verification
- Geographical Information
- Ward Codes/ name
- Constituency information
- Local Education Authority
- MP Names
- European Electoral Region
- Primary Care Trust
- Primary Care Group
- District Health Authority

Capscan Limited


Top Ten Tips For Data Quality
• Regard data quality as a vital aspect of your e-Commerce, CRM, and DM
programme
• Establish clear aims and objectives for quality management programme with
management buy-in
• Consider the data elements of your database and how things are recorded
• Parse, standardise, validate and augment data
• Conduct data audits and measure the quality of your data with regular
cleansing
• Collect good data in preference to correcting bad data
• Keep track of cost and ensure your data is compliant
• Adopt cutting edge tools and technologies
• Measure and review your programme of changes
• Use Capscan’s DQM Solutions

Capscan Limited


In Summary
• Inaccurate name and address data can have a significant
impact on customer retention, customer experience, and
repeat orders
• An organisation need to have a DQM strategy, but should be
considered in relation to its corporate strategy
• Review & Audit of existing processes and data is vital
• Name and address management technology can help ensure
accuracy of data at point of capture or in a batch
environment

Capscan Limited


In Summary
• Key benefits to resolving data issues
– More timely deliveries
– Reduced costs associated with returns
– More automatic credit card approvals
– Improved Single Customer View
– Improved Customer Experience
– Improved customer satisfaction with fulfilment and
support
– Drive loyalty, customer retention, and repeat business
– Maintain and increase revenue and profits

Capscan Limited


Thank you for listening!

Any questions?

Capscan can help you with your UK and
International customer data issues

Please visit us at stand G46 for further
information and a copy of this presentation.

Capscan Limited

Data & Marketing Analytics Theatre; Address Quality Management - The dos and don'ts of domestics and international address and data quality management

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Data & Marketing Analytics Theatre; Address Quality Management - The dos and don'ts of domestics and international address and data quality management