data & marketing analytics theatre; address quality management - the dos and don'ts of...

Addressing Data QualityAddressing 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

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

AgendaAgenda

• 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



Importance of DataImportance 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



Importance of DataImportance of DataResearch shows:

Source: Data Quality Survey, Graham Rhind & Capscan Ltd



Name & Address Data ErrorsName & Address Data Errors

Mis-spelt details Badly formatted address details

Structural Name and Address Errors Missing elements

Duplicates Vanity Addressing




X

p turner

Fishponds Road ,Hitchin

Herts

SG5 1NS

Mr Paul Turner

Ivy Cottage

Fishponds Road

HITCHIN

Herts

SG5 1NR




X

12 Via Massa

Florence

50142

Via Massa 12

50142 FIRENZE FI



Impact of Errors on CustomersImpact 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



Impact of Errors on Customers 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



The scale of the delivery problem?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



Damage To Your OrganisationDamage 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



How can these issues be How can these issues be prevented?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



Review Data & Data Costs in the BusinessReview Data & Data Costs in the Business

Contact/Call Centres Customer Services Store/Branch Users

Website Info Requests Web Shop

Data from Acquisitions Prospecting Lists

Field Representatives SMS/Text Campaigns

Customer/Sales Analysis Customer Profiling Business Decisions Compliance/Blacklists

Location Intelligence Route Planning GIS

Product Deliveries Parts Shipping

On-site Engineers

Direct Marketing Promotional Mailings Invoicing General Correspondence

INCOMING OUTGOINGINTERNAL



Front-end Touch PointsFront-end Touch Points

Contact/Call Centres Customer Services Store/Branch Users

Website Info Requests Web Shop

Field Representatives SMS/Text Campaigns

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

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

Consider - Mandatory Fields- What countries need to be considered- Local salutation options- Individual fields for individual elements- Basic Data Validation

2) Implement Address Verification Functionality

Options Include - In-house software for data capture- Hosted address verification services

Consider - Datasets required now & in the future

3) Implement Name and Salutation formatting technology



Existing Data MaintenanceExisting Data Maintenance

Data from Acquisitions Prospecting Lists

Customer/Sales Analysis Customer Profiling Business Decisions Compliance/Blacklists

Location Intelligence Route Planning GIS

INTERNAL Options for reviewing existing customer information

1) Data Audit – Current Accuracy Levels

2) Manual Data Correction – Very low data volumes

3) Batch Name & Address Cleansing Tools-

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

4) Batch De-Duplication Tools



Case Study – Forever 21Case Study – Forever 21




•The Background - Forever 21is a specialty clothing and accessories retailer for women, men and children with a reputation making the hottest fashion trends available to customers at great value. The company is headquartered in Los Angeles and operates over 480 stores worldwide.

•In retail today it is just as important to have strong presence online. According to Mintel £4.3 billion worth of clothes were bought over the Internet in 2010, a growth of 152% in the last five years, with over a third of consumers having bought in the past year.

• With the explosion in demand for consuming fashion online; a new ecommerce site would be instrumental in establishing the Forever 21 brand in the UK.

•The Problem - The success of Forever 21’s new website hinged not only on offering the latest fashions at the right price, but also in making the online experience enjoyable and easy to buy from, for the savvy, stylish consumer.

•A crucial part of the online purchasing process is making the final transaction at the checkout as simple and straightforward as possible, reducing the time it takes to complete the transaction.

•Forever 21 had a tight schedule and needed a software solution that could be fully integrated into their ecommerce site, to ensure every customer address is rapidly validated at the point of entry.

•Having considered a number of different options, Forever 21 selected Capscan’s web-based address management software – Matchcode Webnet.




• 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.



How It WorksHow It Works

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



How it worksHow it works




Matchcode will complete the address fields and return a full and valid address




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




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



Top Ten Tips For Data QualityTop 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



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



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



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.

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