Mark Hollyhead4th May 2005

Maintain your data, retain your customers

Agenda

Why maintain customer data

Typical challenges

QAS & the customer data journey

Cleaning and maintaining data

Case study

Summary & questions

Maintaining customer data

Supply product or service

Maintain & improve efficiency

Generate future sales

Support brand & meet legislation

Support decision making

Data quality: boardroom concern

87% of organisations use data to make decisions

Ideal and reality gap of data accuracyEffective data management should be de facto QAS solutions: realising the full potential of your data

Source: NOP World research and Royal Mail

The importance of data

Over 80% of organisations say inaccurate data costs them money

Inaccurate data costs every time it is used

Accurate data decays if not maintained

An effective data management strategy

= best practice

= sound commercial sense

Source: NOP World research and Royal Mail

Data changes every second

Every day:

18,000 people move house 1,900 people die 1,300 people register with the TPS 650 people register with the MPS

Database quality degrades by average 14% per annum

Problems with missing data

Contact data inaccurate

Customer profiling information incomplete

Makes segmentation difficult

Inability to make targeting decisions

Effective customer communication difficult

Which means

No ‘single customer view’ (Revenue)

Inefficient business processes (Cost)

Missed sales opportunities (Revenue)

Reduced customer experience (Revenue)

Informed management decisions (Profit)

Clean and maintain

1 2 3 4 5

Applications/Databases

2nd pillar of address management

1st Pillar - Customer data collection Fast & accurate collection of name and address data through ALL channels into the organisation

2nd Pillar - Clean and maintainCorrect, complete, update and standardise name and address information across your business

2nd Pillar - Suppress & enhanceIdentify those who can’t or don’t want contact, profile to concentrate on those who will be responsive

Clean and maintain

69% of all direct mailings have one or more errors

QuickAddress Batch

Cleaning and correcting business and residential contact recordsComparing your data to Royal Mail/UK electrol role/Experian Business Universe, and; Australia, Belgium, Canada, Denmark, Finland, France, Germany, Ireland, Luxembourg, Netherlands, New Zealand, Norway, Singapore, Spain, Sweden and USA

Keep records correct over time

Reporting to support decisions

Data suppression

Intact from QAS

Matching your data against Goneaway, mortality, Preference services,

Match & enhance residential telephone numbers, dedupe on individuals

Enhance with demographics, financial information etc.

Enhancing data

Over 50 data sets availableIdentify profitable customers and prospects Improve efficiency and savingsAssist with location planning Make better informed business decisions

Become more profitable

Service and support

Practical solutions not productsQAS data management knowledgePressure on project timescalesAnalysis of resultsTraining & evaluation

Ensuring successful low risk solution

Customer DataCustomer Data

Use and enhance

LetterPhone

Document Scanning

Web

In Person Email

A topical example

VOTE for the THEORETICAL Party

ROI

100K manifesto’s costing £2.50 eachQuickAddress Batch corrects 30K records increasing address accuracy from 65-95% Intact from QAS highlights movers & goneaway 14% records

Bottom line saving on postage alone;Batch = 30K records x £2.50 = £75,000 SAVEDIntact = 14K records x £2.50 = £35,000 SAVED

In summary

Data changes every day

Costs associated are often hidden

1st & 2nd Pillars of address Management

QAS complete range of Products & Services

92% customers choose to keep ‘Keeping it right over time’

Don’t just take our word for it

…good data from the start carries on through the lifecycle of the relationship. With lots of information going to and fro, QuickAddress helps us avoid the negative impact of data down the line.

Chris Webb, Red Letter Days Business Systems Director